竞争市场下考虑再制造产品售后服务的供应链运营策略

在同时生产新产品和再制造产品的原始制造企业(企业1)与生产具有替代性产品的企业(企业2)构成竞争关系下的供应链系统中,探讨供应链在不同售后服务策略下供应链的运营策略,分析在竞争市场下供应链定价策略和再制造产品的售后服务对定价策略及供应链中各企业利润的影响。揭示再制造产品售后服务对定价策略和供应链各企业最优利润的影响。得到如下主要研究结论:(1)当制造企业为再制造产品提供售后服务时,再制造产品销售量增加,新产品和竞争替代产品销售量降低;有趣的是新产品和再制造产品的市场零售价格同时增加,竞争替代产品的市场零售价格降低。(2)制造企业为再制造产品提供售后服务时的利润总是大于没有售后服务时的利润,且不受单位产品生产成本影响。同时当单位产品生产成本较高时,制造企业为再制造产品提供售后服务策略会带来竞争对手企业利润增加。这些结论对具有再制造产品供应链如何提供再制造产品售后服务具有一定指导作用和管理启示。

Research on Supply Chain Operational Strategy of After-sales Service for Remanufactured Products in Competitive Market

In the supply chain system under the competitive relationship between the original manufacturing enterprise(enterprise; 1)that produces new products and remanufactured products at the same time and the enterprise (enterprise 2)that produces substitute products, we discuss the supply chain under different after-sales service strategiesand analyze the impact of supply chain pricing strategies and after-sales service of remanufactured products on pricing strategies and the profits of companies in the supply chain in a competitive market. This reveals the impact of after-sales service of remanufactured products on pricing strategy and the most optimal profit of each company in the supply chain. The main research conclusions are as follows: (1)When a manufacturing company provides after-sales service for remanufactured products, the sales volume of remanufactured products increases, and sales volume of new products and competitive substitute products will decrease; what is interesting is that the market retail prices of new products and remanufactured products increase at the same time, and competitive substitution for the market retail price of the product is reduced. (2)When after-sales service for remanufactured products is provided,the profit of the manufacturing enterprise is always greater than the profit without after-sales service, and it is not affected by the unit production cost. At the same time, when the unit production cost is relatively high, the after-sales service strategy provided by manufacturing companies for remanufactured products will increase the profits of the competitors. These conclusions have a certain guiding role and management enlightenment for how to provide after-sales service of remanufactured products in the supply chain of remanufactured products.