竞争环境下考虑顾客感知价值的制造/再制造企业产量与定价优化决策研究

How to reduce production cost and enhance market competitiveness by remanufacturing, and ensure collaborative and steady growth of manufacturing and remanufacturing in China, is an important practical problem that needs to be solved urgently. This project intends to investigate the impact of the relationship between the customer perceived value and remanufacturing on production and pricing decisions of the manufacturing/remanufacturing firm in different competitive environments. First, on the basis of considering remanufacturing has a negative or positive impact on the customer perceived value of new products, the project establishes and solves the game model of alternative competition among new products and remanufactured products considering customer perceived value, by using game theory, optimization theory, and algorithm design. On this basis, the project reveals the influencing mechanism of customer perceived value and internal competition, on the production and pricing decisions of the monopoly manufacturing/remanufacturing firm. Then, the project conducts corresponding research on optimal decision making in external competition and external co-opetition, with consideration of duopoly and co-opetitive manufacturing/remanufacturing firm, respectively. The research extends remanufacturing management theory, and is expected to provide effective theoretical basis for the operations management of Chinese manufacturing/remanufacturing firms in practice.

如何通过再制造降低生产成本，提高市场竞争力，确保中国制造与再制造协同稳健发展，是迫切需要解决的重要现实问题。本项目拟在不同竞争环境下，研究顾客感知价值与再制造的关系对制造/再制造企业产量和定价决策的影响。首先，在考虑再制造对新产品顾客感知价值有负面影响和正面影响两种情形的基础上，通过综合运用博弈论、优化理论以及算法设计，构建并求解考虑顾客感知价值的新产品与再制造品内部替代性竞争的博弈模型；在此基础上，揭示顾客感知价值和内部竞争对垄断型制造/再制造企业产量与定价决策的影响机理。然后，分别将寡头型制造/再制造企业和竞合型制造/再制造企业纳入考虑，在外部竞争和外部合作竞争环境下开展相应的优化决策研究。本项目的研究有助于拓展再制造领域的研究理论，以期为中国制造/再制造企业的运营管理实践提供有效的理论基础。

本项目重点研究不同类型的制造/再制造企业，在面临市场竞争情形下的产量和定价优化决策，采用以博弈论理论为基础，结合经济学、营销学、运筹学、以及Matlab数学软件，建模分析和算例分析相结合的方法。分析我国顾客感知价值的特征，并在制造/再制造企业分别面临内部竞争、外部竞争和外部合作竞争三种不同竞争情形下，通过建立并求解由新产品生产和再制造品生产构成的多阶段博弈模型，系统深入地探究制造/再制造企业在不同竞争环境下考虑顾客感知价值的产量和定价优化决策问题。本项目还将揭示顾客感知价值和内外部竞争对制造/再制造企业运营管理策略选择的影响机理。其次，以创新产品为研究对象，利用一次性决策理论构建考虑零售商个性信息共享的报童模型，理论分析了具有不同个性零售商时的策略选择。对于两阶段鲁棒优化问题，提出鞍点逼近方法优化研究。针对节能再调度问题，提出了基于分时电价(TOU)能源消耗的模型，应用一个变邻域搜索算法(VNS)来得到接近最优的解。最后，本项目深入研究了第三方再制造商的外包优势，基于第三方再制造商的成本优势与质量优势构建考虑消费者感知的博弈模型，揭示其对再制造企业运营管理策略选择的影响机理并系统分析了原配制造商的最优再制造策略。