资源限制下再制造品牌许可决策分析

摘要

再制造商在回收资源限制下生产再制造品,原制造商可采取两种策略,一是不进行品牌许可,二是进行品牌许可.原制造商品牌许可能提高消费者对再制造产品的支付意愿,但需对再制造商收品牌许可费.考虑回收资源限制和消费者支付意愿存在差异,建立原制造商不进行和进行品牌许可两种策略模型,利用博弈论求解两种策略下双方的最优决策.通过均衡结果分析和数值仿真研究原制造商和再制造商在不同回收率和消费者支付意愿下的品牌许可决策.%Remanufacturor produce remanufactured products under the limit of recovery resource.For the remanufactured products of remanufacturer,the original equipment manufacturer can take two strategies:no brand licensing remanufacturing or brand licensing remanufacturing.The brand licensing of original equipment manufacturer can improve consumer's willingness to pay for the remanufactured products,but this needs to be charged of licensing fee.By considering consumers' willingness to pay for no brand licensing or brand licensing remanufactured products is different,the policy models are established.The optimal decision and equilibrium profit are given by using game theory.Last,through the comparative analysis and numerical simulation,the paper analyzes the decision choices of original equipment manufacturer and remanufacturer under different consumers' willingness-to-pay.