摘要
在越来越多企业开始自主推行以旧换新业务的背景下,以供应链系统为研究基础,针对有无以旧换新与不同投资主体结合的三种供应链模式,依次构建相应的考虑消费者效用和市场细分的决策模型,对比分析决策主体的市场策略选择问题以及定价决策。最后从消费者剩余和社会福利的角度讨论优化策略的社会优势性。研究发现:以旧换新策略对产品销量、企业利润产生显著影响,企业主动投资以旧换新能为自身争取更大利润;以旧换新策略有时虽加强了老客户的产品黏性,但削弱了潜在新客户的产品吸引力;仅当老客户市场占比、旧产品折旧度和老客户产品价值感知系数高于某阈值时,自主以旧换新才能给消费者及社会带来优胜的福利,否则相反。本文的研究结论对供应链环境下企业推行以旧换新业务具有一定的理论指导意义。
In the 21st century,facing with increasingly severe resource shortages and environmental pollution problems,the public has begun to change consumption concept and support green consumption actions initiated by the government and companies.Since the trade-in subsidy policy provided by government was canceled,companies have implemented trade-in on their own.As a method of competition,marketing strategy research pays more and more attention to trade-in,which shows many advantages such as benefiting the people,stimulating consumption and upgrading products.Currently,the studies of trade-in mainly focus on discussing the superiority when it is carried out by a single enterprise.The current study seldom analyzes trade-in systematically from supply chain perspective when it is implemented by different investors.In addition,whether an old customer buys a new product depends on the previous usage experience and the depreciation of old products.Existing studies have not considered the purchase decision characteristics of old customers.In this paper,the market is divided into two parts.One market is the new customer,and the other one is the old customer.The previous usage experience and the depreciation of old products are considered as two important factors when an old customer purchases a new product.This paper is based on the two-echelon supply chain consisting of a retailer and a manufacturer.Trade-in policy implemented by retailer and manufacturer is constructed by considering customer utility to study strategic optimization of supply chain system.Firstly,decision-makings of supply chains of three strategic models are compared and analyzed to study their impact on customers.Secondly,the optimal path of supply chain strategy is provided and discussed from the perspective of business efficiency.Thirdly,the impact of market factors on supply chain efficiency of the optimal path adopted in the supply chain is discussed.Finally,by comparing consumer surpluses and social welfares of the three strategies,the social advantages
作者
李鸿媛
颜波
刘艳萍
LI Hong-yuan;YAN Bo;LIU Yan-ping(Business School,Lingnan Normal University,Zhanjiang 524048,China;School of Economics and Commerce,South China University of Technology,Guangzhou 510006,China)
出处
《管理工程学报》
CSSCI
CSCD
北大核心
2019年第1期159-169,共11页
Journal of Industrial Engineering and Engineering Management
基金
广东省自然科学基金资助项目(2016A030313485)
广东省哲学社会科学"十二五规划"项目(GD15CGL15)
湛江市哲学社会科学规划课题(ZJ16QN01)
湛江市非资助科技攻关项目(2016B01121)
岭南师范学院南海丝绸之路协同创新中心资助项目
关键词
供应链
以旧换新
消费者效用
策略优化
社会福利
Supply chain
Trade-In
Consumer utility
Strategy optimization
Social welfare
