考虑敏感设备“以旧换新”增值服务的定价策略

Pricing strategy considering “trade-in”value-added service of sensitive equipment

在售电侧放开的背景下,针对用户电压暂降敏感设备的增值服务尚未深入研究。在电网公司和设备制造企业合作组成售电公司的基础上,提出一套用户电压暂降敏感设备"以旧换新"的优质电力增值服务策略。以用户感知价值为基础,分析用户的购买决策行为。分析售电公司销售新设备以及售电量增加给其带来的利润,并考虑售电公司的售后服务成本。在此基础上,研究相互竞争的售电公司的新设备销售价格和"以旧换新"折扣价格。通过数值实验的方法分析不同电力市场环境下"以旧换新"对售电公司定价和利润的影响,比较分析"以旧换新"定价策略和单一定价策略对售电公司的利润以及"以旧换新"优质电力增值服务对用户感知价值的影响,证明了所提敏感设备"以旧换新"定价策略的正确性和可行性。

Under the background of the opened electricity retail side,the subject of value-added service for customers’ sensitive equipment to voltage sag has not been deeply researched. A set of"trade-in"premium power valueadded service strategy for customers’ sensitive equipment to voltage sag is proposed based on the electricity retail company formed from the cooperation between the power supply company and the equipment manufacturing enterprise. The behaviors of customers’ purchasing decision are analyzed on the basis of their perceived values. The electricity retail company’s profits coming from the sale of new equipment and the increase of electricity sales are analyzed,and the post-sale service cost of the electricity retail company is also considered,based on which,the new equipment’s sale prices and the "trade-in"prices of the competing electricity retail companies are studied. The influence of"trade-in"on the pricing and profits of electricity retail companies under different electricity market environments are analyzed,the influences of the "trade-in"pricing strategy and the unified pricing strategy on the electricity retail company’s profits are compared,and the influence of "trade-in"premium power value-added service on the customer’s perceived value is analyzed by numerical experiment technique. Experimental results verify the correctness and feasibility of the proposed "trade-in"pricing strategy.