本文選題：再制造品 + 綠色消費者��； 參考：《北京交通大學》2017年碩士論文

【摘要】：發(fā)展循環(huán)經濟,推進綠色制造是實現(xiàn)資源優(yōu)化配置,提高資源利用率的重要途徑。再制造是實現(xiàn)循環(huán)經濟的高級形式,已經受到政府和產業(yè)界的高度關注。然而,在再制造品的營銷領域,情況則變得復雜:一方面,再制造品的推出可能對原有的新品業(yè)務產生擠占作用,廠商不得不綜合考慮兩者的平衡;另一方面,消費市場上,消費者偏好的變化尤其是綠色消費者的興起,使得廠商產生了疑問:消費者偏好是怎樣的?如何對再制造品進行生產和定價?為回答以上問題,本文綜合運用焦點小組訪談和文獻研究法設計消費者綠色性量表問卷,并對972名消費者的綠色性進行測度,研究市場上消費者的綠色性分布情況。同時,本文做了一個行為學的組間組內對照實驗,將再制造品的價格折扣和環(huán)保屬性作為實驗的操作變量,考察在3種不同產品類型下,消費者分別對新品和再制造品的偏好情況。通過SPSS等數(shù)據(jù)處理軟件對實驗結果數(shù)據(jù)進行統(tǒng)計分析,檢驗消費者的再制造品偏好與價格折扣,以及產品的環(huán)保屬性之間的關系假設。據(jù)此,本文構建了企業(yè)針對再制造品的最優(yōu)定價模型,并計算得出再制造品生產與價格折扣的最優(yōu)水平。研究結果表明:消費者的綠色性水平在目前的市場環(huán)境下大致為0.7,且消費者對于再制造品的偏好與消費者的綠色性正相關,而對于新品的偏好則與消費者的綠色性沒有明顯相關關系。向消費市場推出再制造品將會擠占新品的業(yè)務,但總體來看,廠商是有利可圖的。當廠商向市場推出再制造品時,應適當降低新品的價格,以使之適應新的競爭環(huán)境。廠商對于新品和再制造品的生產和定價取決于再制造過程的成本節(jié)約程度以及市場上消費者平均的綠色性水平�；趯嵶C研究和行為實驗的研究結果,本文給出了消費者的偏好情況,研究了不同的市場狀態(tài)下,廠商對于新品和再制造品的最優(yōu)生產和定價水平,彌補了相關研究的空白,為企業(yè)的再制造策略提供了決策支持和理論依據(jù)。
[Abstract]:Developing circular economy and promoting green manufacturing is an important way to optimize the allocation of resources and improve the utilization rate of resources. Remanufacturing is an advanced form of circular economy, which has been highly concerned by government and industry. However, in the area of the marketing of remanufactured goods, the situation becomes more complicated: on the one hand, the introduction of remanufactured goods may have an exclusive effect on the business of existing new products, and manufacturers have to consider the balance of the two in a comprehensive way; on the other hand, in the consumer market, The change of consumer preference, especially the rise of green consumer, makes the manufacturer question: what kind of consumer preference is it? How to produce and price remanufactured goods? In order to answer the above questions, this paper uses focus group interviews and literature research methods to design a consumer green scale questionnaire, and measures the green nature of 972 consumers to study the green distribution of consumers in the market. At the same time, we have done a behavioristic intra-group controlled experiment, using the price discount and environmental properties of remanufactured products as the operating variables of the experiment, under three different product types. Consumer preferences for new and manufactured goods, respectively. Through the statistical analysis of the experimental data by SPSS and other data processing software, the hypothesis of the relationship between consumer's remanufactured preference and price discount, as well as the environmental property of the product is tested. Based on this, this paper constructs the optimal pricing model for remanufactured goods, and calculates the optimal level of remanufactured goods production and price discount. The results show that the green level of consumers is about 0.7 in the current market environment, and consumers' preference for remanufactured products is positively correlated with the green nature of consumers. However, the preference for new products is not significantly related to the green nature of consumers. Pushing remanufactured goods into the consumer market would crowd out the business of new products, but overall, manufacturers would be profitable. When manufacturers introduce remanufactured products to the market, the prices of new products should be reduced appropriately to adapt them to the new competitive environment. The manufacturer's production and pricing of new and remanufactured goods depends on the extent of cost savings in the remanufacturing process and the average green level of consumers in the market. Based on the results of empirical research and behavioral experiments, this paper presents consumer preferences, and studies the optimal production and pricing levels of new and remanufactured products under different market conditions, which make up for the gaps in related research. It provides the decision support and theoretical basis for the remanufacturing strategy of the enterprise.
【學位授予單位】：北京交通大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F713.55

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本文編號：1861053