考虑以旧换新的定价策略优化模型

Optimal pricing strategies for the adoption of a trade-in scheme

在以旧换新策略下,拥有旧产品的消费者可将旧产品退还给企业,同时以一定的折扣价格购买新产品.企业收回旧产品后进行后续处理,产生收益或成本.与常见的单一定价策略相比,以旧换新策略对企业的销量和利润会产生显著的影响.为了系统地分析以旧换新策略的效果,研究从消费者效用出发,根据消费者选择推导出市场需求函数,在此基础上优化相应的定价和折扣决策以最大化企业利润,并且与单一定价策略下的相应结论比较.结果表明,以旧换新对销量和利润的影响取决于企业的成本结构,新旧产品价值差异以及市场中不同消费者的比例.企业需要根据不同的情景决策是否应当实施以旧换新策略.

Following a trade-in scheme, customers can return their used products to the firm and then buy a new product at a trade-in discount. The firm takes back the used products and processes them, generating revenue or cost. Compared with a common unified-price scheme, adopting the trade-in scheme has significant influences on the firm＇s sales and profit. In order to systematically analyze the performance of the trade-in scheme, we derive the demand functions through customers＇ choices based on their utility. Then we optimize the price and trade-in discount decisions for the corresponding profit functions and compare the results with those under the unified-price scheme. The conclusions show that the impact of the trade-in scheme on the sales and profit depends on the cost structure, the difference of the valuations for new products and used products, and the composition of the consumers in the market. Firms should decide whether or not to launch a trade-in campaign in accordance with different scenarios.