考量在回收補貼機制下製造商新舊世代產品與再製品之最佳定價與補貼策略

Abstract

在全球化競爭的消費市場中，企業為應對日益加劇的市場競爭並刺激消費需求，加速產品推陳出時程，導致產品生命週期縮短，連帶加快汰換進度。當產品需求逐漸平緩，企業選擇在此時推出新世代產品吸引消費者目光，增加新的消費需求並確保自身產品的市占率與收益。另一方面，隨著氣候異常日漸嚴重，環保意識增長，各國政府與區域經貿組織開始制定環保法規，規範企業除生產銷售新製品外，對於已銷售的產品，亦須負擔回收與再利用的責任。企業為兼顧利益與符合環保法規，必須建構一個多產品定價與回收補貼及再製機制。因此，本研究欲探討新舊世代產品與再製品在回收補貼機制下，企業涉入綠色供應鏈的最適定價與補貼策略。 本研究從製造商的角度出發，目標為最大化製造商收益，運用回收補貼機制，研討企業在考量多世代產品與再製品及回收補貼定價下涉入綠色供應鏈之定價決策。透過非線性時間需求函數與線性價格需求函數，建立多階段需求模型。並考慮新舊世代新製產品之最大市場需求比率、新世代新製品之售價增額與舊世代再製品獲利倍數對企業獲利產生的影響，以此模型架構求解出不同情境下企業之最適產品定價與回收補貼策略，作為企業制定產品定價與補貼決策之參考。 根據本研究建立之基礎與特殊假設模型分析得知，較大的製造商市場力量將有助於製造商在逆物流中獲取利潤，且經由敏感度分析與實驗設計得知，較大的新世代新品市場規模將有助於企業收益的提升，而新世代新品售價增額則為差別定價之成功關鍵，最適化新世代新品售價增額與舊世代再製品獲利倍數將有助於製造商利潤的提升。

In the competitive global market, the life cycle of the new product is decreasing due to the companies must to maintain market share, the products improve continuously to attract more consumers, so that the changing over speed is increasing dramatically. When the product demand gradually gentle, companies have chosen to launch a new generation of products to attract the consumers, increase consumer demand for new products and to ensure their own market share and earnings. For another, because of the climate change, environmental protection attracts a lot of attention, many countries establish green regulations and ask companies to take their responsibility. To balance earnings and environmental regulations, companies must to must construct a multi-product pricing, remake and subsidy recovery mechanism. Therefore, the study explore an optimal pricing strategy and subsidy policy with companies involvement in Green Supply Chain (GSC) that takes the multigenerational of new and remake product under subsidy recovery mechanism. For the manufacturer, the goal is to maximize profit. The manufacturer use subsidy tools to study optimal pricing and subsidy policy of company. This research builds multistage demand model under products price and life time to find the optimal pricing and subsidy policy for manufacturer’s reference. In addition the above, we consider the ratio of maximum demand and premium for upgraded and remake product, thus investigating the effect of those factors on the optimal pricing, subsidy policy and total profit of company by numerical analysis. The results show that larger upgraded product market size and manufacturer market power are beneficial to the increase in manufacturer’s profit, so manufacturer could obtain the better outcome of extending the market size; besides, this study finds the sticking point in price discrimination is the premium for upgrade product. In the end, the numerical analysis also shows that the larger market size and optimal premium of upgraded and remake product, which could obtain the better profit of manufacturer. It is expected that this study will help manufacturer implement better strategy and further stimulate the development of GSC.