CAJ | 학술논문

电子商务的迅速发展和产品回收法规的实施，使越来越多的制造商开始重视网络渠道和产品再制造策略。采用数理建模方法研究传统背景下制造商的基本定价策略，给出制造商实施双渠道和产品再制造策略时采取的统一定价和利润最大化两种定价策略。以利润最大化模式为基础给出双渠道策略和再制造两种衍生定价策略，以基本定价策略下制造商和零售商的价格和利润为基础对上述策略进行研究，并分别讨论零售商市场份额、网络渠道销售成本、价格弹性系数和渠道价格敏感性系数等因素对4种定价策略影响。探讨不同参数对不同定价策略的影响。研究结果表明，当再制造产品成本较低时，实施产品再制造策略可以同时提高制造商和零售商的利润，使整个供应链系统得以优化；网络渠道的引入显著增加制造商的利润，降低零售商的利润，导致渠道冲突，此时制造商采取产品再制造策略可同时提高制造商和零售商的利润；市场的价格弹性系数对帝3造商引入网络渠道有重要的影响。
전자상무적신속발전화산품회수법규적실시，사월래월다적제조상개시중시망락거도화산품재제조책략。채용수리건모방법연구전통배경하제조상적기본정개책략，급출제조상실시쌍거도화산품재제조책략시채취적통일정개화리윤최대화량충정개책략。이리윤최대화모식위기출급출쌍거도책략화재제조량충연생정개책략，이기본정개책략하제조상화령수상적개격화리윤위기출대상술책략진행연구，병분별토론령수상시장빈액、망락거도소수성본、개격탄성계수화거도개격민감성계수등인소대4충정개책략영향。탐토불동삼수대불동정개책략적영향。연구결과표명，당재제조산품성본교저시，실시산품재제조책략가이동시제고제조상화령수상적리윤，사정개공응련계통득이우화；망락거도적인입현저증가제조상적리윤，강저령수상적리윤，도치거도충돌，차시제조상채취산품재제조책략가동시제고제조상화령수상적리윤；시장적개격탄성계수대제3조상인입망락거도유중요적영향。
With the development of e-commerce and the implementation of product recycling regulations, the Internet channel and remanufacturing strategies increase much attention by manufacturers. Employing mathematical modeling method, this paper dis- cusses manufacturers＇ basic pricing strategies in the traditional background and provides the equal-pricing strategy and the total profits maximization strategy when manufacturers implement the dual-channel and product remanufacturing strategy. We describe derivative pricing strategies, i.e. dual channel strategy and remanufacturing strategy, based on the total profit maximum strategy and explore the two strategies based on the manufacturers＇ and retailers＇ prices and profits in the basic pricing strategy. We also explore the effects of market share of retailers, costs of Intemet channel marketing, price elasticity and channel price sensitivity on four pricing strategies, as well as the impacts of various parameters on the different manufacturer＇s pricing strategies. The re- suits show that： ①product remanufacturing strategies contribute to increase manufacturers＇ and retailers＇ profits so as to optimize the whole supply chain when the remanufactured products＇ cost is low; ②the introduction of an Internet channel brings a signifi- cant increase to manufacturers＇ profits and reduces retailers＇ profits, leading to the channel conflict. Manufacturers＇ adopting product remanufacturing strategy can increase manufacturers＇ and retailers＇ profits; and ③in addition, price elasticity coefficient has an important effect on introducing an Intemet channel.