Evolutionary stable strategies for marketing objective of original equipment manufacturers and independent remanufacturers
Profit maximization(P strategy)and revenue maximization(R strategy)are two common marketing ob-jective strategies.In the case of the inconsistent consumers'willingness to pay for new products and remanufactured products,to study the choose of marketing objective strategies for Original Equipment Manufacturers(OEMs)and Independent Remanufacturers(IRs)in the long-term dynamic competitive environment,an evolutionary game model for a two-population of OEMs and IRs was developed.The results showed that the strategy choice of market-ing objectives of OEMs and IRs mainly depended on the maximum consumers'willingness to pay and the ratio of cost between new products and remanufactured products,and the discount coefficient of consumers'willingness to pay for remanufactured products also had a great influence on the evolutionary stability of marketing objective strate-gies.
万方数据
维普
