再制造产品销售渠道决策分析

Marketing Channel Selection When Remanufacturing

再制造产品的出现,引出了销售渠道决策的新问题。基于博弈理论,分析比较新制造产品和再制造产品五种渠道结构,得到了五种结构下新制造产品和再制造产品均衡产量和零售价格,以及制造商和零售商的均衡利润。研究结果表明,一般情况下,制造商可以凭借零售商之间的竞争提升自身在供应链的权重,使自己获利。然而当制造商通过两个零售商分开销售新制造产品和再制造产品时,制造商并不能因此而增加自己的利润。对于零售商而言,双边垄断使零售商地位提升,而新制造产品或者再制造产品分开销售都会伤及零售商。数值结果表明,零售商之间的竞争缓和了供应链上下游的双重边际效应,增加了供应链的总利润,同时也提高消费者剩余和社会福利。

The emergence of remanufactured product raises new problems in the marketing channel selection. Based on the game theory, five typical marketing structures are analyzed and compared. The equilibrium quanti- ties and prices of the new product and remanufactured one are obtained under the five marketing modes, as well as the equilibrium profits. The results show that the manufacturer can increase its benefit by introducing competi- tion between retailers generally. However, when one retailer only sells new products and the other only sells remanufactured ones, separately, the manufacturer can＇ t increase its profit. In the bilateral monopoly model, the status of retailers will be promoted. Nevertheless, retailers will be hurt if the new products or remanufactured ones separately are retailed. Numerical results show that the competition between retailers mitigates the double marginal effect and increases the profit of the supply chain, consumer surplus and social welfare.