考量綠色消費與需求不確定下探討新產品與翻新品競爭模式

A Study of the Competition Model between New and Remanufactured Products with Consideration of Demand Uncertainty and Green Consumption

林雅儀(Ya-Yi Li)

指導教授 ： 饒忻

中原大學/電機資訊學院/工業與系統工程研究所/碩士(2020年)

https://doi.org/10.6840/cycu202000561

摘要

電子產品的世代更新速度快導致電子廢棄物的大幅度增加，尤其是智慧型手機市場巨大且競爭激烈，根據市調公司指出2019年智慧型手機的銷售量為14.8億隻，卻只有少數手機能被妥善回收處理，而環保意識提升，讓消費者開始注重對環境影響較小的綠色產品和翻新品，雖然綠色產品價格比一般產品和翻新品高，但偏好新產品的消費者願意為了保護環境購買綠色產品。消費者偏好與產品功能變化都將會對市場競爭造成影響。以往文獻少有對多綠色新產品與翻新品的競爭做研究，因此引起本研究深入探討此議題之動機。
本研究以智慧型手機為例探討綠色新產品與翻新品市場競爭情況，利用混合整數規劃研究最佳產品售價與系統利潤，以及兩階段隨機來模擬需求隨機的狀況，並藉由粒子群演算法解決本研究模式之非線性問題，分析多期多產品市場競爭下，有無綠色消費者和有無需求隨機對市場競爭之影響。
研究結果發現，最佳產品售價情況下，綠色消費者可以增加製造商利潤，而翻新品進入市場會影響同製造商之產品銷售量，但能增加整體訂購率。製造商應考量不同消費者喜好與觀察市場需求變化，針對不同客群推出不同需求產品與發展產品的附加價值，例如性能、品質與品牌等來吸引消費者增加利潤。

關鍵字

綠色消費者；再製造；市場競爭；需求隨機；粒子群演算法

並列摘要

The rapid generational update of electronic products has led to a substantial increase in electronic waste, especially the huge and fierce competition in the smartphone market. According to the market research company, the sales volume of smart phones in 2019 was 1.48 billion and only a few mobile phones can be properly recycled. Increased awareness of environmental protection has allowed consumers to pay attention to green products and refurbished products that have less impact on the environment. Although the price of green products is higher than that of general products and refurbished products, consumers who prefer new products are willing to buy green products to protect the environment. Changes in consumer preferences and product functions will affect market competition. In the past, the literature rarely studied the competition between green new products and refurbished products, which led to the motivation of this research to explore this topic in depth.
This study uses smartphones as an example to explore the market competition between green new products and refurbished products. Use mixed integer programming to study the best product price and system profit, two-stage stochastic to simulate the stochastic demand situation, and use PSO to solve the nonlinear problem of this research model. Analyze green consumers and random demand the influence of market competition under multi-period and multi-product market competition.
The results of the study found that green consumers could increase manufacturers' profits under the best product price. The entry of refurbished products into the market will affect the sales of products of the same manufacturer, but can increase the overall market share. Manufacturers should consider different consumer preferences and observe changes in market demand. The introduction of value-added products and the different needs of the development of products for different customer groups, such as performance, quality and brands to attract consumers and increase profits.

並列關鍵字

Green consumer；Remanufacturing；Market competition； Demand stochastic； PSO

參考文獻

英文文獻

Apple. (2017). Environmental Report 2017. Apple, 50. Retrieved from http://images.apple.com/euro/environment/d/generic/pdf/Apple_Environmental_Responsibility_Report_2016.pdf

Agrawal, V. V., Atasu, A., Van Ittersum, K. (2015). Remanufacturing, third-party competition, and consumers' perceived value of new products. Management Science, 61(1), 60-72.

Agreement, P. (2015). The 21st Conference of the Parties (COP) of the United Nations Framework Convention on Climate Change. In: Paris.

Allen, C. (2001). Understanding green consumption behavior: Toward a theoretical framework. Paper presented at the American Marketing Association. Conference Proceedings.