质量差异和WTP差异下报废汽车资源化产品联合定价决策研究

A Research on Jointed Pricing Decision of ELVs Recycling Products Based on Quality Differentiation and WTP Differentiation

为使资源化产品定价有序合理化,以单一制造商为研究对象,在需求不确定环境下,对汽车零部件新产品、再制造产品和再利用产品的联合定价决策进行了研究。首先基于新产品、再制造产品和再利用产品三者之间的质量差异和支付意愿(WTP)差异,运用效用理论构建产品需求函数,然后以此为基础构建产品联合定价模型,最后通过数值仿真对模型进行求解。结果表明,随着再利用产品质量的提高,新产品价格和再制造产品价格总体呈下降趋势,再利用产品价格总体呈上升趋势,3种产品的产量总体呈下降趋势,制造商利润总体呈上升趋势。

In order to price the recycling products orderly and reasonably, the jointed pricing decision of new auto parts, remanufaetured auto parts and reusable auto parts under uncertain demand from the perspective of the solo manufacturer are focused on. Firstly, product demand function is set using utility theory based on quality and willingness to pay（WTP） differentiation of above-mentioned new products, remanufactured products and reusable products. Then a jointed pricing model of products is built based on product demand function, and the solutions of the model are analyzed numerically. The results show that the new and remanufactured product＇ s pricing and three products＇ productivity will decrease while the reusable product＇ s pricing and manufacturer＇ s profit will increase with the increase of quality of reusable products.