재제조제품의 수요대체 상황에 따른 최적생산 및 가격결정 비교
A Comparison of Optimal Prices and Production Quantities in the Different Situations of Demand Substitution between Manufactured and Remanufactured Products
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초록
자원고갈과 환경문제 등 다양한 환경적, 사회적 이슈가 비즈니스에 중요한 영향을 미치면서 최근 재제조에 대한 관심이 증대하고 있다. 사용 후 제품을 회수하여 가공 후 재판매하는 제재조가 향후 법적규제로 강화될 경우 생산자는 일반제품과 재제조제품을 동시에 판매하는 상황에 직면할 수 있다. 일반적으로 일반제품과 재제조제품 두 개 시장이 구별되며 두 시장의 수요간 대체가 발생하는 경우 생산량과 가격에 있어 의사결정 방법이 달라져야 한다. 본 연구는 재제조 이슈가 중요해지는 상황에서 생산자가 일반제품시장과 재제조 시장에서 동시에 제품을 출시해야 할 경우 최적가격과 최적생산량 결정이 어떻게 달라지는 지 분석하였다. 두 개 시장간 수요대체 상황에서의 최적 가격 및 생산량 결정 의사결정과 수요대체가 발생하지 않는 상황에서의 의사결정과 비교한 내용이다. 분석결과는 완전수요대체, 불완전수요대체 등 수요대체 특성에 따라 가격과 생산량의 최적의사결정에 영향을 주는 요인이 달라진다는 사실을 밝혀냈다. 비록 불완전수요대체 모형은 일관된 방향성을 보이기 힘든 복잡성이 존재하지만 본 논문을 통해 향후 추계적인 접근으로 최적해에 도달할 수 있는 다각적인 분석절차를 이해하는데 도움을 받을 수 있다.
Abstract
Remanufacturing, which is the process by which used products are recovered, processed, and sold as new products and/or in a secondary market, has been receiving growing attention from industries as well as governments over the past decade. However, relatively little research has been focused on the issue about how to decide the optimal prices and quantity levels of the new and remanufactured products in the situation of the possible demand substitution between the two products. This paper investigated the impact of demand substitution on the optimal pricing and quantity levels decision under two scenarios: symmetrical and asymmetrical demand substitution between new and remanufactured products. The noticeable difference is that the optimal prices of the symmetrical substitution model are affected by the substitution factor, which is the cross elasticity, not by the production cost of other market's product while those of the asymmetrical substitution model are influenced by both the elasticity and the production costs of both market's products. Decision on the optimal solutions for the asymmetrical case are quite complex, but our model helps decision makers understand the analytic procedures for the optimal solutions and finally seek the quantitative solutions.
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