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消费者的异质性需求与行为特征对“新产品-废旧产品-再制造产品”的循环有关键影响。因此,需从消费者角度考虑多重因素对再制造耐用消费品营销策略的影响。从以下角度对研究文献梳理:再制造耐用消费品定价决策、再制造消费品营销策略以及消费者的行为特征。发现:缺乏从消费行为的角度,系统探讨再制造耐用消费品的营销策略,没有详细分析消费者购买动机、意向与支付意愿。未来可以研究的方向为:从消费者购买意愿、感知风险、感知收益角度研究再制造耐用消费品的产品、定价、渠道与促销策略;研究影响消费者购买动机、购买意向与支付意愿的因素等。
Consumer heterogeneity needs and behavioral traits have a key impact on the “new product - used product - remanufactured product” cycle. Therefore, the impact of multiple factors on the marketing strategy of remanufactured consumer durables needs to be considered from the perspective of consumers. The research literature is reviewed from the following perspectives: remanufacturing of durable consumer goods pricing decisions, remanufacturing of consumer goods marketing strategies and consumer behavior. It is found that: lacking from the perspective of consumer behavior, the marketing strategy of remanufacturing durable consumer goods is discussed systematically without a detailed analysis of consumer motivation, intention and willingness to pay. In the future, the research directions are as follows: to study the products, pricing, channels and promotion tactics of remanufacturing durable consumer goods from the perspectives of consumers ’willingness to buy, perceived risks and perceived benefits; and to study the factors influencing consumers’ purchasing motivation, purchase intention and willingness to pay.