Research On Price For Remanufactured Products Considering Brand And Quality Preference

As remanufacturing products can be achieved significantly ecological and economic benefits, more and more enterprises begin to remanufacture. Many factors decide consumers' decision and the quality and brand of a product are more and more becoming the main factors for consumers considered to purchase the product. Consumers have different brand preference and quality preference for the new product and the remanufactured product which leads to consumers'different purchase decision. Therefore, from the consumer's point of view, research on the pricing of the remanufactured product has important realistic significance.This paper studies the price of the remanufactured product under different circumstances from the perspective of consumers'preference. Taking two competitive manufacturers and two retailers as the research object, use consumers'brand preference and quality preference utility function to get the demand functions, use game theory to study the members'optimal price and give the optimal pricing strategy for the remanufacturer.Firstly, the paper studies the signal remanufactured product with the manufacturer and remanufacturer competing, we get the demand function of the product by constructing the utility function of consumers'brand preference and quality preferences, get the remanufactured product price under decentralized and centralized decision. Secondly, considering the manufacturer involved in manufacturing, then the paper studies competitive remanufactured products, the manufacturer manufactures remanufactured product of low quality and the remanufacturer manufactures remanufactured product of high quality, get the demand function of the product by constructing the utility function of consumers'brand preference and quality preferences. Finally use MATLAB software for numerical analysis, then get the conclusion of this paper. The result shows that remanufacturer needs to strengthen its brand construction and remanufactured product'ecological characteristics, rather than investing in improving the remanufactured product quality.This paper studies remanufactured product's price under consumers" brand preference and quality preference and provide theoretical basis and guidance for remanufacturers, promoting the development of manufacturing in China.