基于再制造的多周期闭环营销投入及定价策略

针对再制造产品市场化艰难和缺少旧件来源的问题,结合"互联网+"战略提出了促进旧件回收与再制造零部件销售的闭环营销体系;闭环的营销投入可以同时发挥回收努力效应（增加单周期合格旧件回收量）和多周期广告效应（提升消费者对品牌的长期绿色认知度）,建立了多周期的闭环营销投入水平决策和产品差异定价模型并得到了最优决策;结合我国汽车零部件市场的现状,针对无闭环营销、初级闭环营销、闭环营销策略升级三种模式展开算例分析和对比。研究表明：闭环营销可以显著提高供应链总收益,营销策略的升级应考虑到回收努力效应和多周期广告效应的匹配,针对长生命周期的产品,闭环营销策略应经常调整。本研究结论有助于进一步完善再制造闭环供应链及营销理论基础。

Multi-period Closed-loop Marketing & Pricing Strategy with Remanufacturing

The difficulty to market remanufactured parts and lack of qualified used parts are two key issues for remanufacturing industry. Concerning that,the Internet +auto parts closed-loop marketing system that simultaneously promotes old parts collection and sales of remanufactured parts is proposed.Considering the marketing input's collection effort effect which works to promote the single period used parts collection and multi-period advertising effect which works to improve the long-term green awareness with brand loyalty, we set up a multi-period closed-loop marketing input and differential pricing model and give optimal decision. Based on the present situation of auto parts market in China, the different strategic examples such as no closed-loop marketing, primary closed-loop marketing and upgraded closed-loop marketing are analyzed. Researches show that:closed-loop marketing can significantly improve the total revenue, while the match of collection effort and multi-period advertising effect should be taken into account during the upgrading of marketing strategy. For products with a long life cycle, the closed-loop marketing strategy should be adjusted frequently. The conclusion of this study can help to further improve the theory of closed-loop supply chain and marketing.