基于政府补贴的制造商“以旧换再”定价策略

Optimal Pricing Strategy of Trade-in for Manufacturers Based on Government Subsidies

在以旧换再的背景下,考虑消费者偏好、政府补贴及补贴比例,研究制造商最优决策。首先,建立"两阶段"以旧换再和以旧换新的闭环供应链模型,并根据消费者偏好、政府补贴及消费者补贴比例划分了7种不同情况。其次,以消费者偏好、政府补贴及消费者补贴比例为分析变量,对7种不同情况进行对比分析。最后,使用数值算例验证分析结果。结果表明:存在消费者偏好、政府补贴的情况下,制造商有7种不同的以旧换再、以旧换新实施策略的定价决策;以旧换再需求与再制造品偏好呈正相关,与旧产品偏好呈负相关;再制造补贴促进了以旧换再需求,增加制造商利润,但给予消费者补贴额并不影响以旧换再需求,对制造商的利润也没有影响。

In the context of trade-in,the optimal decision-making of manufacturers was studied in terms of consumer preferences,government subsidies,and the proportion of subsidies.First,a"two-stage"trade-in model was established,and divided seven different situations based on the results.Secondly,consumer preferences,government subsidies and subsidy ratios were used as analysis variables to make a comparative analysis of seven situations.Finally,a numerical example was used to verify the results.The results show that manufacturers have seven different trade-in pricing strategy in the presence of consumer preferences and government subsidies.Consumers’preference for remanufactured products is positively correlated with trade-in demand.Old product preference is negatively correlated with trade-in demand.Government subsidies can promote trade-for-demand and increase manufacturer profits.However,the proportion of subsidies given to consumers does not affect the trade-in demand,nor does it affect the profits of manufacturers.