考慮通路商提供維修服務下之製造商最佳市場補貼策略

Abstract

近年來，由於地球資源過度被消耗及環保意識逐漸抬頭的緣故，綠色供應鏈議題近年來受到關注，企業界紛紛開始思考如何建構一個回收機制，能有效的再利用資源，使公司生產成本降低，同時達到環保的目的。本研究以綠色供應鏈運作模式為背景，把變動的回收率納入考量，探討回收品回收率會受到製造商提供給消費者之回收品補貼金影響的情況下，製造商的最佳補貼策略；實務上，有許多通路商會回收消費者淘汰的產品，維修重整後提供二手商品販售的服務，如：手機、輪胎、冷氣…等產業。因此，本研究將通路商生產的維修品也納入逆物流活動中，考量通路商具有回收的功能，除了經銷來自製造商的再製品外，也銷售自行生產之評價較低的維修品。本研究站在製造商的角度，以製造商利潤最大化為前提建構一個兩階段的賽局模型，求解出製造商的最佳定價及生產決策，並探討補貼機制的設計對於製造商與通路商利潤所產生的影響。研究結果顯示，補貼機制的設計能夠有效地提高整體供應鏈的利潤；基礎回收量對於製造商與通路商的利潤皆有正向的影響，但補貼機制產生的效益隨著基礎回收量增加而遞減；此外，補貼影響因子、維修品評價與新品/再製成本比會影響製造商最佳的正、逆物流中之定價策略與補貼金額。製造商應考量不同的市場環境來制定相對應的補貼及定價策略，以維持利潤最大化。最後本研究依據研究結果，針對製造商於逆物流模式中之補貼及定價策略提出實務建議與管理意涵。

Green supply chain (GrSC) has been receiving increasing attention in recent years. As remanufacturers needs more supply of used products, the economic incentive is required to attract customers to return their used products. This study investigates the optimal subsidy and pricing policy of a manufacturer in the green supply chain, suggesting that the flow of returned items is variable, and is affected by the amount of subsidy provided by the manufacturer. Moreover, this study considers a distributor who sells the usable products, purchased from the manufacturer, and repaired products, produced by the distributor, to the customers at the same time. A two-stage game model is proposed to derive the optimal pricing policy of the manufacturer, considering the interaction between a manufacturer and a distributor within the context of price competition. A sensitivity analysis is conducted to discuss how manufacturer’s and distributor’s profit will be influenced by consumer valuation, return rate and the cost ratio of new product to remanufactured product.