以封閉式供應鏈觀點探討新產品上市對產品定價策略之影響

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Title:	以封閉式供應鏈觀點探討新產品上市對產品定價策略之影響
Other Titles:	Impact of new products issued on product pricing strategy for closed-loop supply chain perspective
Authors:	陳正一;Chen, Cheng-Yi
Contributors:	淡江大學企業管理學系碩士班羅惠瓊
Keywords:	定價策略;供應鏈結構;供應鏈協調;Pricing Strategy;Supply Chain Structure;Supply Chain Coordination
Date:	2013
Issue Date:	2014-01-23 14:04:22 (UTC+8)
Abstract:	近年來政府逐漸地重視環境保護及資源再利用等議題，且許多企業也積極地投入產品回收與再製造等相關作業，期能減少原料採購成本及增加產品之附加價值。因此，逆物流之管理與封閉式供應鏈之研究儼然成為當今重要之探討議題。其中，二手產品之回收與再銷售即屬於逆物流之活動範疇。當市場上存在過多的二手產品與新款產品，即會影響廠商各種產品之銷售，並進一步地衝擊廠商之利潤。有鑑於此，廠商對各種產品之整合能力與定價策略即為影響企業獲利之重要因素。另一方面，供應鏈之結構亦是影響廠商利潤之重要因素。傳統供應鏈多屬於分散式架構，近年來，許多供應鏈轉而採行整合式架構以促進供應鏈協調、增加資訊分享、降低長鞭效應，期能提升整體供應鏈之績效。有鑑於此，本研究同時探討多款產品之定價策略，亦即在市場同時存在原款、新款及二手產品之情況下，考量不同產品價格對產品銷售及廠商利潤之影響，以制定廠商利潤極大化之定價策略。另外，本研究分別建構分散式及整合式通路模型，用以評估不同情境之產品最適定價，分析整合式通路策略下整體供應鏈獲得效益之改善。研究結果顯示，產品效用與銷售期間之變動會直接地影響產品定價與其利潤。其中，若原款產品效用越接近新款產品效用時，供應鏈總利潤有減少之趨勢。亦即新款產品缺乏創新下，可能影響顧客購買意願，進而衝擊廠商利潤。在第二期之環境下，二手產品效用的增加，將提高二手產品之價格，增加供應鏈總利潤。同樣地，提升原款產品效用將增進其產品價格，並且對供應鏈之績效產生顯著之正向效果。另一方面，相較於分散式通路，廠商採行整合式通路策略可以有效地降低產品價格，以增加顧客購買意願，提升供應鏈總利潤。 In recent years, the government put more attention on the issues of environmental protection and resource reuse. Many enterprises are also actively engaged in product recycling , remanufacturing, and other related operations, hoping to reduce the cost of raw materials procuring and increase products’ value-added. Therefore, the management of reverse logistics and the study of Closed-loop Supply Chain have become important research issues nowadays. However, the recycling and reselling of used products belong to the scope of activities of reverse logistics. When there are too many used and new products on the market, the firm''s sales of various products will be affected, and further impacts the firm''s profits. In view of this, the manufacturer''s ability to integrate a variety of products and pricing strategies is an important factor affecting corporate profits. On the other hand, the structure of the supply chain is also an important factor affecting the profits of manufacturers. Traditional supply chain are mostly decentralized channel architecture, in recent years, many supply chains transit to adopt centralized channel framework for supply chain coordination, increasing information sharing and reducing the bullwhip effect, hoping to enhance the overall supply chain performance. Therefore, this study explores a variety of products’ pricing strategy in the same time, which means that in the situation of the original models, the new, original and used products all exist in the product market, considering different prices of various products have different impact on product sales and firm profit, developing the pricing strategy to maximize corporate profits. In addition, this study builds the model of decentralized channel and the model of centralized channel individually to assess the optimal price of products in different scenarios, analyzing the benefit of overall supply chain, and investigating whether it will be higher than before when taking centralized channel strategy. The results reveal that utilities of various products and changes of sales periods will directly affect their product pricing and profits. Among them, if the original product’s utility is closer to the new product’s utility, the total supply chain profit is smaller. That means that when lacking innovation in new products, the customer purchase intention might be affected, impacting the profits of manufacturers. In the environment of the second period, increasing the utility of used products will let the price of used products higher, as well as the total supply chain profits. Likewise, increasing the utility of original products will let their price higher, and have significant positive effect to the supply chain’s performance. On the other hand, compared to the decentralized channel, firms which adopt centralized channel strategy can effectively reduce product prices in order to increase customer purchase intention, and improving total supply chain profit.
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