基于新品感知价值可变下再制品定价及政府补贴政策研究

In recent years, remanufacturing of used items has been gain considerable attention of both researches and practitioners due to increased environmental concerns, government legislations and worldwide awareness regarding limitations of natural resources. However, the weak demand of remanufactured product severely hinders the implementation of remanufacturing. Therefore, the study focus on how to boost the remanufactured product demand from the perspectives of the pricing strategy of remanufactured product and government subsidy to customer. The current researches on pricing strategy of remanufactured product have a common assumption that the customer perceived value of new product is not influenced by the presence of remanufactured products. But Vishal et al (2015)’s results demonstrated that the presence of remanufactured product can influence the perceived value of new products. So, at first, the study focus on whether and how the presence of remanufactured products, identity of the remanufacturer, quality-certification of remanufactured product influence the customer perceived value of new products through a series of behavioral experiments. Secondly, based on the results of behavioral experiments, the optimal pricing strategy of the new product and remanufactured product are analyzed. Finally, the government is described as a decision maker, and the game model, in which the government acted as a leader, manufacturer and re-manufacturer as followers, is established. The optimal mechanism of government subsidy to customer is obtained and its effect is examined as a means to boost remanufactured product demand. The results have important scientific significance in the dynamic pricing of independent remanufacturer and the marketing of remanufactured product.

资源匮乏和环境污染加剧使得废旧产品的回收再制造得到更多关注，消费者对再制品的接受度低却严重阻碍我国再制造产业的发展。如何让消费者下单再制品，业已成为我国再制造产业亟待解决的重大课题。为此，本项目从“再制品定价+政府补贴”角度出发，关注如何降低消费者购买再制品的成本以助力再制品的市场推广。本项目利用行为实验方法，探索再制品的出现、再制品提供商身份、再制品质量认证如何影响消费者对新品的感知价值；其次，基于行为实验的结论，分析新品与再制品的差异定价策略；最后，将政府也作为一个决策主体，构建政府、制造商、再制商的三重博弈模型，分析政府对消费者的最优补贴模式并检验其政策效果。本项目的结论对再制品定价、政府补贴政策的制定具有重要的理论与实践意义。

资源匮乏和环境污染加剧使得废旧产品的回收再制造得到更多关注，消费者对再制品的接受度低却严重阻碍我国再制造产业的发展。如何让消费者下单再制品，业已成为我国再制造产业亟待解决的重大课题。为此，本项目从“再制品定价+政府补贴”角度出发，关注如何降低消费者购买再制品的成本以助力再制品的市场推广。围绕项目目标，项目组开展了广泛的文献梳理阅读、行为实验的设计与实验结果的统计分析、不同闭环供应链结构下再制品定价决策博弈模型的构建与分析等多项工作，顺利完成了本项目的研究目标和研究任务。. 项目组完成的主要内容包括：首先，设计行为实验，解析再制品的出现对新品感知价值的影响方式及其原因，得到了与已有研究不同的研究结论；接着，在行为实验的基础之上，针对不同结构的闭环供应链，从风险（消费者退回产品的数量及质量的不确定性特征、企业风险态度特征）、消费者偏好、新品与再制品间“质量与价格”双维度差异化竞争等多角度出发，构建闭环供应链成员企业的博弈模型，得到成员企业的最佳策略，为现实中各成员企业的决策制定提供决策依据；其次，构建了政府提供再制品消费补贴策略下的闭环供应链决策模型，分析了这一再制品消费补贴策略对闭环供应链均衡决策的影响，并给出政府提供补贴政策的条件及相应的最优值，进一步丰富了闭环供应链管理的研究内容。. 在完成项目研究的同时，课题组出版专著2部（国家一级出版社），公开发表/录用学术论文26篇，其中7篇发表/录用于国家自然科学基金委管理学部指定期刊A类期刊，3篇发表/录用于国家自然科学基金委管理学部指定期刊B类期刊，还有4篇工作论文在审稿过程中。