Optimal Pricing Policy for the Recyclable Short Life-Cycle Products in a Duopoly Market

寡佔市場中,短生命週期可回收產品的最佳價格策略分析

賴昭仁(Chao-Jen Lai)

指導教授 ： 王小璠

國立清華大學/工學院/工業工程與工程管理學系/碩士(2009年)

https://doi.org/10.6843/NTHU.2009.00091

摘要

In recent ten years, because of the rapid progress of technology, the time of releasing products was shortened, especially in 3C market. Thus, pricing policy for a short life-cycle product has become an issue. In addition, due to the awareness of the environmental degradation, many countries like EU have set up the barriers of the strict regulation barriers to ensure the green products being imported, for instance, WEEE, RoHS, and Eup. Since green products are market driven, how to determine their proper prices which can be beneficial to the suppliers has drawn both enterprises and researchers’ attentions. Therefore, in this study, proposing a method for pricing on a green product for its short life cycle is our primal intention.
Under a given market scale, this study particularly concerns about the optimal pricing policy where there are two kinds of products having different degrees of greenness from different manufacturers sold by one retailer, or equally green products sold by two retailers. The objective is to maximize the retailer(s)’s profit. Based on the characteristic of the multiple periods along the life cycle, in this study, based on Game Theory, Dynamic Programming (DP) model is developed to analyze the competitive condition as well as the market behavior for two products. Besides, due to many environmental protection regulations like WEEE of EU, the un-soled green products have to be recycled by the manufacturer, thus, the retailer(s) will refund the remaining products to the manufacturer with lower price at the last stage.
Without loss of generality, three stages of DP model are constructed to determine the optimal prices for two products at every stage. Besides, under the same order quantity and recycling at last stage, we have compared the respective revenues of three stages (two in the market and one for recycling) and two stages (one in the market and one for recycling) to discuss the influence of different markets on revenue. Sensitivity analysis has been carried out on various parameters to facilitate the effective control and management. Finally, the proposed pricing policy has been shown to be theoretically valid and thoroughly applicable.

關鍵字

定價 ； 動態規劃 ； 短生命週期 ； 環境因素 ； 回收 ； 賽局論 ； 雙產品市場

並列摘要

近十年，在3C產品的市場，因為高科技的快速發展，縮短產品推出的時間。加上近幾年環境的嚴重惡化，使人們的環保意識高漲，歐盟更是提出三大環保指令WEEE、RoHS及Eup，因此短生命週期綠色產品的定價策略成為目前重要的研究議題。 本研究是在市場規模為已知時，針對兩家製造商所生產不同綠色程度的產品在一家零售商，或者是同種綠色產品在兩家零售商，提供一組最佳的價格策略，使得零售商獲得最大利潤。基於多期定價的特性，在本研究中，我們採用動態規劃(DP)模式，根據競局論來分析兩產品的市場供需、彼此競爭的狀況。由於如歐盟WEEE指令所規定，綠色產品必需由製造商回收，因此，在最後一期零售商需將未出售的產品以較低價格退還給製造商。在未失ㄧ般性的前提下，我們以三期的產品週期為例，應用我們所研發出的動態規劃模式，求得每一期兩個競爭產品的最佳定價。並且，在相同訂貨量、及最後一期回收的情況下，我們將比較規劃期數為三期跟兩期的利潤，探討規劃期數對利潤的影響，並作敏感度分析來有效控管不同的參數。結果顯示所提的短生命週期綠色產品定價策略有其理論與應用實效。

並列關鍵字

Pricing ； Dynamic programming ； Short life-cycle ； Environmental Factor ； Recycle ； Game Theory ； Duopoly Market

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