基于在线评论的制造商产品再制造与价格策略研究  

Remanufacturing and Pricing Strategies of a Manufacturer in the Presence of Online Reviews

作　　者：朱琴 韩小花 ZHU Qin;HAN Xiaohua(SILC Business School,Shanghai University,Shanghai 201899;School of Business,Guangdong University of Foreign Studies,Guangdong 510420)

机构地区：[1]上海大学悉尼工商学院,上海201899 [2]广东外语外贸大学商学院,广州510420

出　　处：《系统科学与数学》2022年第8期2040-2061,共22页Journal of Systems Science and Mathematical Sciences

基　　金：国家自然科学基金项目(71871068);广东省自然科学基金项目(2021A1515011655);广东省普通高校创新研究团队(2021WCXTD013)资助课题.

摘　　要：文章考虑在线评论,研究制造商的产品再制造策略与价格策略.为此,考虑一个制造商在第一阶段销售新产品,消费者使用产品后发布产品评论信息;制造商根据产品评论确定第二阶段是否销售新产品以及是否销售再制造产品,并确定相应的价格策略.研究发现:1)无论是否考虑在线评论,制造商的再制造策略均与新产品生产成本有关;当生产成本适中时,在线评论将促使制造商放弃销售新产品,只销售再制造产品.2)在线评论的存在会提高制造商利润,但对其并不总是有利的.当新产品生产成本较高时,不考虑在线评论时制造商的利润反而更高.3)当再制造产品对新产品具有增值效应时,即使新产品生产成本较高,制造商仍然会销售新产品,并且能从增值效应中获利.This paper aims to examine the remanufacturing and pricing strategies of a manufacturer in the presence of online reviews.We consider a manufacturer who sells a new product in the first period in online retailing and decides whether to sell a new or remanufactured product in the second period,and then determines the corresponding pricing strategy.The results show that,regardless of whether or not considering online reviews,the manufacturer's remanufacturing strategy is related to the production cost of the new product.When the production cost is moderate,the manufacturer will give up selling the new product and only sell the remanufactured product in the presence of online reviews.The presence of consumer reviews will increase the manufacturer's profit.However,online reviews are not always beneficial to the manufacturer.When the production cost is relatively high,the manufacturer's profit is higher in the absence of online reviews.Our results also show that when a remanufactured product has an incremental effect on a new product,the manufacturer will continue to sell the new product and can benefit from the incremental effect even if the production cost of the new product is relatively high.

关 键 词：在线评论 再制造 价格策略 博弈论 

分 类 号：F274[经济管理—企业管理]