考慮通路商同時提供維修服務下之 製造商最佳定價策略

Abstract

綠色供應鏈議題近年來受到關注，隨著科技發展日新月異，產品技術快速變遷下帶來生活型態的改變，其便利與科技化隨之而來的是對環境造成的衝擊與破壞，也因為工業發展的環境汙染問題，綠色供應鏈受到廣泛的討論。本研究以綠色供應鏈運作模式為背景，納入製造商之下游通路商與供應鏈最終端的顧客市場，探討綠色供應鏈的製造商定價策略。 某些特定產業中，從市場上將產品回收之後，通路商可以將回收品翻修後直接銷售至市場，因此將上述之產品與通路商在供應鏈角色納入探討，站在製造商的角度，考量通路商同時經銷與生產一評價不同之競爭商品下，製造商面對下游具回收與生產兩個功能的通路商，以兩階段賽局模型架構下求解出最佳定價與生產決策，本研究將提供決策建議予製造商，製造商利潤最大之下為目標，以模型解釋應如何訂定正、逆向物流之產品價格最佳決策。 研究結果顯示，製造商考量通路商決策下的最佳定價策略，受到評價、回收率、市場大小、新品和再製成本比值以及維修成本影響，因此製造商應考慮這些條件下，調整或回應與之相對的決策；其中，製造商面對維修品在市場上的評價越高則利潤越低，製造商以達到利潤最大的目標下應將回收品買回價提高；回收率越低或產品市場過小，對製造商利潤下降，最後本研究依據研究結果針對製造商於逆物流模式中之定價策略提出實務建議與管理意涵。

As green supply chains (GSCs) have setting significant attention and concern, this study investigates the optimal pricing policy of a manufacturer in the green supply chain. From the perspective of a manufacturer, a distributor collect used products from customers, and it can repair the recycled products and sell to the market or sell them to the manufacturer for remanufacturing. In addition, the distributor sells the usable products purchased from the manufacturer and repaired products to the customers at the same time. Hence, this study establishes a two-stage game model, considering the interaction between a manufacturer and a distributor within the context of Bertrand duopoly and price competition to find the optimal pricing policy of the manufacturer. Next, a sensitivity analysis is conducted to discuss how different valuations for a repaired product, collection rate, market size, ratio of new product cost to remanufactured cost and repairing cost influence the manufacturer profit and distributor profit. The results show that (1) When the valuation for a repair product is higher, the manufacturer should increase the purchase price of collected products (2) The manufacturer should collaborate with the distributor to increase the collection rate to increase its profit (3) The manufacturer should choose product under the condition of low valuation for a repair product, low new product cost, and high repairing cost to increase its profit.