资源限制下再制造品牌许可决策分析

Decision-making Analysis of Remanufactured Product’s Brand-licensing under Limited Resource

摘要:

再制造商在回收资源限制下生产再制造品,对再制造商生产再制造品,原制造商可以采取两种策略：一是对再制造产品不进行品牌许可,二是进行品牌许可。原制造商进行品牌许可可以提高消费者对再制造产品的支付意愿,但是需要对再制造商收取品牌许可费用。在考虑再制造受资源限制和消费者对有无品牌许可的再制造产品支付意愿存在差异的情况下,建立原制造商不进行和进行品牌许可两种不同策略模型,并利用博弈论求解得出了两种策略下双方的最优决策。最后,通过均衡结果分析和数值仿真研究了原制造商和再制造商在不同消费者支付意愿和回收率下的品牌许可决策。

Abstract:

Remanufacturer produce remanufactured products under the limit of recovery resource. For the remanufactured products of remanufacturer, the original equipment manufacturer can take two strategies: no brand licensing remanufacturing or brand licensing remanufacturing. The brand licensing of original equipment manufacturer can improve consumer’s willingness to pay for the remanufactured products, but this needs to be charged of licensing fee. By considering consumers’ willingness to pay for no brand licensing or brand licensing remanufactured products are different, the policy models were established. The optimal decision and equilibrium profit are given by using game theory. Last, through the comparative analysis and numerical simulation, the paper analyses the decision choices of original equipment manufacturer and remanufacturer under different consumers’ willingness-to-pay.