摘要
企业通过对拥有旧产品的老消费者提供以旧换新补贴能够提升自身销量与利润。然而,面临竞争对手时企业的以旧换新决策是否会受到影响？本文求解了先后进入市场的双寡头竞争企业所面临的以旧换新与定价博弈均衡,并分析了竞争存在与否对于企业以旧换新策略产生的影响。研究结果表明,第一,面对竞争时企业的定价决策受到市场中老消费者比例、两家竞争企业各自新产品的创新提升水平、老产品的使用残值这四个因素的共同影响。第二,当老产品残值相对较低而市场中老消费者数量适中时,两企业均不提供以旧换新可能成为博弈均衡,而其他条件下,两企业均提供以旧换新为博弈均衡。第三,先进入的企业没有动机单独为消费者提供以旧换新补贴。第四,竞争对手的存在对于先进入企业自身的以旧换新决策与相应的定价策略都产生了显著的影响。
Nowadays,trade-in programs are really common in various industries,such as home electronic appliances,smartphone,laptop,tablet PC and other high-tech product industries.Without any doubt,it is an effective way for the firm to improve product sales and profis by providing trade-in subsidy to consumers who have already owned the old generation of product.The extant literature on operations management have explored the impact of offering trade-in option from different perspectives including the firm＇s pricing,inventory,new product introduction decisions,and also the profit performance of the firm and the supply chain.Nevertheless,most studies focus on the context of monopolistic firm.Hence,little is known with regard to the firm＇s optimal trade-in strategy when facing competitor,or more accurately,new entering competitor.In other word,whether the firm＇s trade-in decision will be affected by the existence of competitor？Under this circumstance,in order to address the above problem,a theoretical model is constructed in this paper,deriving out the trade-in and pricing equilibrium under the competition of two firms who sequentially enter the market filled by consumers with heterogeneous willingness to pay.Based on this model,we,to begin with,solve the subgame considering potential competition in the cases of both firms offering trade-in,either firm offering trade-in,and no firm offering trade-in,and then investigate the competitive trade-in equilibrium.Finally,how the presence of competition may influence the firm＇s optimal trade-in strategy,pricing decisions,and corresponding consumer segmentation is analyzed.The research results show that,firstly,the pricing decisions under competition are influenced by the proportion of old consumers in the market,the new product innovation level of these two firms,and the salvage value of old product.Secondly,when the old product salvage value is relatively low and the proportion of old consumers in the market is moderate,both firms may choose not to provide the trade-in pr
作者
刘靓晨
翟昕
LIU Jing-chen;ZHAI Xin(Peking University Guanghua School o{ Management,Belling 100871,China)
出处
《中国管理科学》
CSSCI
CSCD
北大核心
2018年第9期75-84,共10页
Chinese Journal of Management Science
基金
国家自然科学基金面上资助项目(71772006)
关键词
以旧换新
双寡头竞争
定价
市场异质性
trade-in program
duopoly competition
pricing
market heterogeneity
