科技發展與流行趨勢的改變使得產品推陳出新的速度越來越快，許多產品在到達使用壽命之前就被消費者汰換，產品的生產過程已經造成一次環境汙染，若沒有經過妥善地回收處理，還會對環境造成二次汙染，且產品中還有剩餘價值的零件也無法重複利用，隨著環保意識抬頭以及意識到原物料日益稀少，各國政府與企業開始重視產品的回收與再製造。販售再製品可以讓舊產品被消費者重新利用，還能搶佔次級顧客的市場，卻也可能侵蝕原有的新品市場，因此，廠商應該慎重決定新品與再製品的定價。
本研究探討零售商考量顧客偏好下的產品定價與回收策略，顧客分為品質取向顧客與價格敏感顧客，品質取向顧客只會購買新品，且產品的效用受通路偏好的影響，而價格敏感顧客則會考慮購買再製品，零售商須考量再製品與新品之間的內部競爭，以及與製造商在自有通路販售之新品的外部競爭，決定產品的最佳定價。零售商將舊產品回收後進行再製，回收行為可以外包給第三方廠商，或是由零售商自行回收，提供一個獎勵金額，吸引消費者將二手產品進行回收，本研究建立史塔克堡競局，其中，製造商為競局中的領導者，決定產品的批發價，零售商則是競局中的追隨者，透過賽局理論求得零售商於兩種回收策略下的利潤，幫助零售商在不同情況下比較兩種回收策略並求出最佳的產品定價。我們發現當零售商的再製能力較強時，自行回收會優於第三方回收，且零售商的利潤並不會隨著價格敏感顧客對新品認知價值的上升而不斷增加，此外，新品的官方定價與顧客對再製品的價值折扣對零售商的利潤的影響最顯著。

The advanced technology and changes in fashion trends enable firms to quickly introduce new products to the market, and many products are replaced before reaching the end of the product life. An inappropriate product recycle process may result in secondary contamination, and used parts with salvage values may not be reused. Governments and firms start to pay attentions to product recycle and remanufacturing due to the environmental awareness and scarce of raw materials. Used products can be collected for remanufacturing, and remanufactured products can be offered to the secondary market, which may erode the original new product market. Therefore, firms have to carefully determine product prices for new and remanufactured products. This study investigates the pricing and recycling strategies for a retailer with consideration of consumer preferences. Consumers are classified into two types: quality oriented and price sensitive ones. Quality oriented consumers only purchase new products, and price sensitive ones may purchase remanufactured products. This study considers a retailer, who pays attention to the internal competition between the new and remanufactured products and the external competition with a manufacturer, who offers the new product to his direct channel, to investigate the optimal prices for the new and remanufactured products. The retailer may collect used products himself or outsource the remanufacturing activities to a third party. In considering the case for collecting used products by the retailer, the retailer has to determine the reward for collectors to collect used products. This study develops a Stackelberg model, in which the manufacturer is a leader, who determines the official product and wholesale price, and the retailer is a follower, to obtain the profits for the retailer under the two recycling strategies. We also compare the retailer’s profits from the two recycling strategies to obtain the optimal product price.

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