再制造产品的市场策略研究
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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。
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.
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。
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.
引文
[1]国内首条自动化废弃硒鼓处置流水线亮相上海.经济信息(电子版),2006.286
[2]N.Jacobsson. Emerging Produet Strategies:Selling Services of Remanufaetured Produets[D]. LundUniversity:IllEE,2000
[3]储伟俊,刘斌.国外再制造的研究与实践[J].机械工艺师,2001：45-65
[4]张昭国,李春发.再制造产品价格竞争策略研究[D].天津理工大学硕士毕业论文,2008.
[5]Minner S.,Kleber R. Optimal cont rol of production and remanufacturing in a simple recovery model with linear cost functions[J]. Or Spect rum,2001(1):3-24
[6]Kleber R., Minner S., Kiesmuller G.. A continuous time inventory model for a product recovery system with multiple options[J]. International Journal of Production Economics,2002,79 (2): 121-141.
[7]Kiesmuller G. P. A new approach for cont rolling a hybrid stochastic manufacturing/ remanufacturing system with inventories and different leadtimes [J]. European Journal of Operational Research,2003,147:62-71.
[8]赵昱卿,王东,奚立峰.制造与再制造决策的优化[J].工业工程与管理,2003(2)：18-21
[9]Z. Pelin Bayindira, Nesim Erkipb, Refik Gullu. Assessing the benefit s of remanufacturing option under one waysubstitution and capacity const raint [J].Computers& Operations Research 2007,34:487-514
[10]E.A.van der Laan.The effects of renanufaeturing on inventory conirol[D]: Rotterdam:ErasmusUniversity,1997
[11]Teunter R,Van der Laan E. On the non-optimality of the average cost approach for inventory models with remanufaeturing[J].Intemational Joumalof Produetion Eeonomics,2002,79(1):67-73
[12]Inderfurth K, de Kok AG, FlaPPer SDP. Produet recovery instochastic Remanufaeturing systems with multiple reuse options[J].European Journal of Operational Research,2001,133(1):130-152
[13]Erwin A.van der Laan,Ruud H.Teunter,Simple heuristics for push and pull remanufacturing policies [J].Econometric Institute Report El 2004-34,2004
[14]Fleischmann M, Kuik R.On optimal inventory control with independent Stochastic item returns [J]. European Journal of Operational Research,2003,151(1):25-37
[15]Marisa P.de Brito, ErwinA.van der Laan.Inventory control with Product retums:The impact of imperfect information[J]. European Journal of Operational Research,2009,194, (1):85-101
[16]Ronald S., Tibben—Lembke and Dale S. Rogers. Difference between Forward and Reverse Logistics in a Retai Environment[J]. Supply Chain Management:An International Journal,2002, 7(5):271-282
[17]Guide Jr., V.D.R., M.E. Kraus, and R Srivastava. Scheduling policies for remanufaturing[J]. International Journal Production Economica,1997,48(2):187-204
[18]姚建华.基于循环经济的逆向物流分析[J].商业经济文萃,2005(4)：24-27
[19]达庆利, 黄祖庆, 张钦.逆向物流系统结构研究的现状及展望[J].中国管理科学.2004,12(1)：131-138
[20]Cou ghlan A. T. Competition and Cooperation in Marketing Channel Choice: Theory and Application[J]. Marketing Science,1985(4):110-129.
[21]姚卫新.再制造条件下逆向物流回收模式的研究[J].管理科学,2004(2)：76-79
[22]A.Kriwet, E.Zussman, G. Seliger. Systematic integration of design-for-recycling into product design[J]. International Journal of Production Economics.199538(1):15-22
[23]姚巨坤,朱胜,崔培枝.面向再制造的产品设计体系研究[J].新技术新工艺,2004,(5)：22—24.
[24]PeggyZwolinski, Miguel-Angel LoPez-Ontiveros, Daniel Brissaud. Integrated design of remanufaeturable products based on product profiles[J]. Journal of Cleaner Production,2006, 14(15-16):1333-1345
[25]Winifred L.Ijomah, Christopher A. MeMahon, Geoffey P.Hammond, Stephen T.Newman. Development of design for remanufacturing guidelines to support sustainable manufacturing[J]. Robotics and Computer-Integrated Manufacturing,2007, 23(6):712-719.
[26]A.Xanthopoulos, E.Iakovou. On the optimal design of the disassembly and recovy processes[J]. Waste Management,2009,29(5):1702-1711
[27]Ferrer, G., J. M. Swaminathan. Managing new and remanufactured products. Management Science,2006.,52(1)15-26.
[28]ZP Bayindir, N Erkip,R Gullu. Assessing the benefits of remanufacturing option under one-way substitution and capacity constraint. Journal of the Operational Research Society,2003.
[29]Debo, L. G., Toktay, L. B., Van Wassenhove, L.N. Market Segmentation and Product Technology Selection for Remanufacturable Product s [J]. Management Science,2005,51 (8): 1193-1205.
[30]Debo, L. G., L. B. Toktay, L. N. Van Wassenhove. Diffusion of new and remanufactured products. Production Oper. Management,2006.15(4)498-513.
[31]P Majumder, H Groenevelt. Competition in Remanufaeturing[J]. Production and Operations Management,2001,10(2):125-141.
[32]Scott Webster, Supriya Mitra. Competitive strategy in remanufacturing and the impact of take-back laws. Journal of Operations Management,2007,25(18):1123-1140
[33]Ferguson, M. E., L. B. Toktay. The effect of competition on recovery strategies. Production Oper. Management,2006(3)351-368.
[34]曹俊.闭环供应链中再制造件的质量水平选择和价格决策[D].重庆大学经济与工商管理学院,2008.
[35]王文宾,达庆利.考虑消费者利益的逆向供应链利润分配[D]..东南大学经济管理学院,2007.
[36]徐峰,盛昭瀚,陈国华.基于异质性消费群体的再制造产品的定价策略研究[J].中国管理科学,2008,16(6)：130-136.
[37]孙超.产品生命周期不同阶段的创新特点[J].沈阳电力高等专科学校学报,2002,4(1)：71-74.
[38]DEAN J. Pricing policies for new products[J]. Harvard Business Review,1950,28(6):45-53.
[39]LEVIRT T. Exploit the product life cycle[J]. Harvard Business Review,1965,43(6):81-94.
[40]Booz-Allen&Hamilton. NewproduetManagement[M]. Chicago: Booz-Allen&HamiltonIne,1957
[41]宋邵峰.易逝性高科技产品定价理论与方法研究[D].四川大学硕十论文
[42]Atalay Atasu, Miklos Sarvary, Luk N. Van Wassenhove. Remanufacturing as a Marketing Strategy. Management Science,2008,54(10):1731-1746.
[2]N.Jacobsson. Emerging Produet Strategies:Selling Services of Remanufaetured Produets[D]. LundUniversity:IllEE,2000
[3]储伟俊,刘斌.国外再制造的研究与实践[J].机械工艺师,2001：45-65
[4]张昭国,李春发.再制造产品价格竞争策略研究[D].天津理工大学硕士毕业论文,2008.
[5]Minner S.,Kleber R. Optimal cont rol of production and remanufacturing in a simple recovery model with linear cost functions[J]. Or Spect rum,2001(1):3-24
[6]Kleber R., Minner S., Kiesmuller G.. A continuous time inventory model for a product recovery system with multiple options[J]. International Journal of Production Economics,2002,79 (2): 121-141.
[7]Kiesmuller G. P. A new approach for cont rolling a hybrid stochastic manufacturing/ remanufacturing system with inventories and different leadtimes [J]. European Journal of Operational Research,2003,147:62-71.
[8]赵昱卿,王东,奚立峰.制造与再制造决策的优化[J].工业工程与管理,2003(2)：18-21
[9]Z. Pelin Bayindira, Nesim Erkipb, Refik Gullu. Assessing the benefit s of remanufacturing option under one waysubstitution and capacity const raint [J].Computers& Operations Research 2007,34:487-514
[10]E.A.van der Laan.The effects of renanufaeturing on inventory conirol[D]: Rotterdam:ErasmusUniversity,1997
[11]Teunter R,Van der Laan E. On the non-optimality of the average cost approach for inventory models with remanufaeturing[J].Intemational Joumalof Produetion Eeonomics,2002,79(1):67-73
[12]Inderfurth K, de Kok AG, FlaPPer SDP. Produet recovery instochastic Remanufaeturing systems with multiple reuse options[J].European Journal of Operational Research,2001,133(1):130-152
[13]Erwin A.van der Laan,Ruud H.Teunter,Simple heuristics for push and pull remanufacturing policies [J].Econometric Institute Report El 2004-34,2004
[14]Fleischmann M, Kuik R.On optimal inventory control with independent Stochastic item returns [J]. European Journal of Operational Research,2003,151(1):25-37
[15]Marisa P.de Brito, ErwinA.van der Laan.Inventory control with Product retums:The impact of imperfect information[J]. European Journal of Operational Research,2009,194, (1):85-101
[16]Ronald S., Tibben—Lembke and Dale S. Rogers. Difference between Forward and Reverse Logistics in a Retai Environment[J]. Supply Chain Management:An International Journal,2002, 7(5):271-282
[17]Guide Jr., V.D.R., M.E. Kraus, and R Srivastava. Scheduling policies for remanufaturing[J]. International Journal Production Economica,1997,48(2):187-204
[18]姚建华.基于循环经济的逆向物流分析[J].商业经济文萃,2005(4)：24-27
[19]达庆利, 黄祖庆, 张钦.逆向物流系统结构研究的现状及展望[J].中国管理科学.2004,12(1)：131-138
[20]Cou ghlan A. T. Competition and Cooperation in Marketing Channel Choice: Theory and Application[J]. Marketing Science,1985(4):110-129.
[21]姚卫新.再制造条件下逆向物流回收模式的研究[J].管理科学,2004(2)：76-79
[22]A.Kriwet, E.Zussman, G. Seliger. Systematic integration of design-for-recycling into product design[J]. International Journal of Production Economics.199538(1):15-22
[23]姚巨坤,朱胜,崔培枝.面向再制造的产品设计体系研究[J].新技术新工艺,2004,(5)：22—24.
[24]PeggyZwolinski, Miguel-Angel LoPez-Ontiveros, Daniel Brissaud. Integrated design of remanufaeturable products based on product profiles[J]. Journal of Cleaner Production,2006, 14(15-16):1333-1345
[25]Winifred L.Ijomah, Christopher A. MeMahon, Geoffey P.Hammond, Stephen T.Newman. Development of design for remanufacturing guidelines to support sustainable manufacturing[J]. Robotics and Computer-Integrated Manufacturing,2007, 23(6):712-719.
[26]A.Xanthopoulos, E.Iakovou. On the optimal design of the disassembly and recovy processes[J]. Waste Management,2009,29(5):1702-1711
[27]Ferrer, G., J. M. Swaminathan. Managing new and remanufactured products. Management Science,2006.,52(1)15-26.
[28]ZP Bayindir, N Erkip,R Gullu. Assessing the benefits of remanufacturing option under one-way substitution and capacity constraint. Journal of the Operational Research Society,2003.
[29]Debo, L. G., Toktay, L. B., Van Wassenhove, L.N. Market Segmentation and Product Technology Selection for Remanufacturable Product s [J]. Management Science,2005,51 (8): 1193-1205.
[30]Debo, L. G., L. B. Toktay, L. N. Van Wassenhove. Diffusion of new and remanufactured products. Production Oper. Management,2006.15(4)498-513.
[31]P Majumder, H Groenevelt. Competition in Remanufaeturing[J]. Production and Operations Management,2001,10(2):125-141.
[32]Scott Webster, Supriya Mitra. Competitive strategy in remanufacturing and the impact of take-back laws. Journal of Operations Management,2007,25(18):1123-1140
[33]Ferguson, M. E., L. B. Toktay. The effect of competition on recovery strategies. Production Oper. Management,2006(3)351-368.
[34]曹俊.闭环供应链中再制造件的质量水平选择和价格决策[D].重庆大学经济与工商管理学院,2008.
[35]王文宾,达庆利.考虑消费者利益的逆向供应链利润分配[D]..东南大学经济管理学院,2007.
[36]徐峰,盛昭瀚,陈国华.基于异质性消费群体的再制造产品的定价策略研究[J].中国管理科学,2008,16(6)：130-136.
[37]孙超.产品生命周期不同阶段的创新特点[J].沈阳电力高等专科学校学报,2002,4(1)：71-74.
[38]DEAN J. Pricing policies for new products[J]. Harvard Business Review,1950,28(6):45-53.
[39]LEVIRT T. Exploit the product life cycle[J]. Harvard Business Review,1965,43(6):81-94.
[40]Booz-Allen&Hamilton. NewproduetManagement[M]. Chicago: Booz-Allen&HamiltonIne,1957
[41]宋邵峰.易逝性高科技产品定价理论与方法研究[D].四川大学硕十论文
[42]Atalay Atasu, Miklos Sarvary, Luk N. Van Wassenhove. Remanufacturing as a Marketing Strategy. Management Science,2008,54(10):1731-1746.
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