再制造产品的市场策略研究

【作者】 李霞；

【导师】 孙利辉；

【作者基本信息】 青岛大学 ， 管理科学与工程， 2011， 硕士

【摘要】 随着科学技术的进步和人们生活水平的提高,消费者对产品多样化和个性要求越来越高,由此导致产品生命周期日渐缩短,更新换代速度加快,被人们淘汰和废弃的物品也越来越多,导致世界资源正日益减少,部分资源甚至面临枯竭的威胁,资源危机和境污染也日益加剧。为了适应人类社会可持续发展的要求,如何最大限度地利用资源和最低限度地产生废弃物,已经成为政府、企业界和学术界关心的问题。在此背景下,越来越多的国家开始要求生产企业对产品生命周期全过程负责,尤其是废旧产品的回收利用。本文在总结现有文献研究成果的基础上,主要围绕再制造产品的市场策略来展开研究的。本文在需求是价格的线性函数的基础上,研究了企业进行回收再造的市场策略,并分别了考虑了产品生命周期影响下和竞争环境下企业的回收再造策略,建立了相应的数学模型,并对其进行了深入的研究和分析。首先,研究了再造品的盈利分析及市场策略,分别计算了制造商进行再制造和不再造两种情况下的利润,给出了企业进行再制造时获利的临界条件,并进-步得出了使企业收益最大化的两种产品的供应量及定价。其次,研究了基于产品生命周期的再造品市场策略,通过用市场规模变化率来刻画产品所处的生命周期,并对比企业两阶段的收益,得出当企业面临的是快速增长的市场时,企业生产的重点应该是新产品,而不是对回收品进行再制造(即使企业在再制造的成本满足临界条件)。同时得到造品进入市场的最优时间是产品生命周期中成长期的中后期及成熟期的前期。最后,研究了竞争环境下的再造品市场策略,得到只有当原制造商第一阶段的产量满足一定条件时,就会在第二阶段面临再制造商的竞争威胁,进一步得出原制造商进行再制造的临界条件被放宽(相对于垄断环境下的临界条件)本论文的研究为企业进行再制造决策提出了理论依据,具有一定的应用价值。更多还原

【Abstract】 With the progess of scientific and technological and living standards, consumers’ requirements of products’ diversity became more and more, which led to increasingly shorter product life cycle, more abandoned items and few resources, some resources even are in the face of threat and depletion. In order to meet the requirements of sustainable development and human society, how to maximize the use of resourecs has become the concerns of government, enterprise and academic. Under this situations, more and more countries demanded the manufacturer be responsible for the entire process life cycle, particularly the recycling of waste products. This paper primarily studied the maret strategy of remanufactured procucts based on the research results of the existing literature.The market strategy of remanufactured products was analyzed based on the demand of linear function, and the product life cycle and competitive environment were also considered. This paper studied the corresponding mathematical model and made a depth research and analysis.Firstly, the market strategy and profit of remanufactured products were studied, by calculating the profits under remanufacturing and not remanufacturing the critical conditions were got, the optimal price was also got, which provided the guidance for the enterprise to make a decision.Sceondly, the effect of product life cycle was also considered, using the rate of market change to characterize the market size and making a two-stage calculation, this paper founded that when the enterprise face a growing market, it shoulad focus on the production of new products rather than recycling procudcts(even the critical conditions was satisfied).At the same time, the optimal time for the enterprise to enter the market is the last period of the growing stage in the product life cycle.Lastly, the competitive environment was considerd, when the enterprise’s quanity of the first stage satisfy a certain level, it would face the competitive of remanufacturer in the second stage, next, and the optimal reflection strategy of the enterprise was got. And by comparing the enterprise’s profit under different conditions, new critical condition was obtained.The study of this paper provide a theory guidence for the enterprise to remanufacture, which have a great meaningful sense.更多还原