考虑消费者偏好的再制造供应链市场进入及质量策略研究

Research on the Market Entry and Quality Strategy of Remanufacturing Supply Chain Considering Consumer Preferences

为促进再制造产品的市场进入以发挥最大的社会绿色效应,文章利用博弈论研究了消费者具有再制造偏好下的再制造供应链市场进入及质量策略。假设两类产品之间的质量关联性,建立并求解了新产品制造商和再制造商的数量博弈及质量决策模型,并对模型结果进行了分析。研究发现:随着再制造价值成本比(消费者偏好与再制造成本的比值)提高,市场将依次经历新产品完全垄断(UM)、再制品潜在威胁(UT)、再制品竞争(UC)三种状态;UM市场下消费者偏好不会对市场绩效产生任何影响,UT市场下则有助于提升新产品质量和价格;UC市场下,消费者再制品偏好的提高会加大对新产品的挤兑效应,同时降低新产品质量和价格,但有助于提高再制品需求和再制造商利润。在消费者再制品偏好较高且再制造成本适中的情况下,供应链总利润、消费者剩余以及社会总福利均达最佳。

In order to promote the market entry of remanufactured products to maximize the social green effect,the game theory is used to study the market entry strategy and quality strategy of remanufacturing supply chain when consumers have remanufacturing preferences.Assuming the quality relevance between two types of products,a quantitative game and quality decision-making model for new product manufacturers and remanufacturers is established and solved,and the results of the model are analyzed.The results show that as the remanufacturing value-to-cost ratio(the ratio of consumer preference to remanufacturing costs)increases,the market will experience three states in turn:complete monopoly of new products(UM),potential threat of remanufactured products(UT),and remanufactured product competition(UC).Consumer preference in the UM market will not have any impact on market performance,while in the UT market it will help to improve the quality and price of new products.In the UC market,the increase in consumer preference for remanufactured products will increase the run-on effect on new products while reducing the quality and price of new products,but it will help increase the demand for remanufactured products and remanufacturers’profits.When consumers have higher preference for remanufactured products and the remanufacturing costs is moderate,the total profit of the supply chain,consumer s surplus,and total social welfare achieve the optimal results.