跨区域市场条件下品牌商再制造决策研究—–基于抵御平行进口商市场入侵的视角

Remanufacturing as a competitive strategy to counter parallel importation in cross-regional trade

针对一个品牌商和一个平行进口商组成的分销系统,探讨消费者对平行进口产品和再制造品感知质量存在差异情况下企业的最优产品决策,通过建立无再制造与再制造两种情形下的平行进口商市场入侵模型,分析品牌商再制造和平行进口的相互作用.研究表明,不管消费者对再制造品的感知质量如何,品牌商再制造可有效降低平行进口商的灰市投机行为;平行进口商的市场入侵会促进品牌商再制造;当再制造成本节约程度较小时,消费者对再制造品的感知质量越高,平行进口产品售价越低,平行进口量越小,平行进口商利润也越低.

This paper explores the optimal product decision when consumers have different perceived quality of parallel imports and remanufactured products in a supply chain system that contains a brand owner and a parallel importer. By establishing a parallel importer market invasion model under remanufacturing and no remanufacturing scenarios, we analyze the interplay between remanufacturing and parallel imports. It is found that no matter how consumers perceive the quality of the remanufactured products, remanufacturing can help brand owner cope with gray markets. The market invasion of parallel importers will promote the remanufacturing of brand owner. In addition, when remanufacturing cost saving degree is relatively low, the higher the perceived quality of the remanufactured products, the lower the price of the parallel import products, the smaller the parallel import vollume, and the lower the profit of the parallel importer.