考虑渠道竞争的“互联网+”以旧换新定价决策研究

Research on“Internet+”Trade-in Pricing Decision Considering Channel Competition

本文在网络零售平台和回收平台合作以旧换新的情境下考虑了零售平台内部(自营店和他营店)存在的竞争关系,分别研究并对比了单渠道以旧换新和双渠道以旧换新下的定价决策模型。研究结果表明:单渠道以旧换新下的回收价随着竞争程度增大而增大,双渠道以旧换新下的回收价则刚好相反;双渠道以旧换新下的自营店价格、他营店价格和回收价均随着佣金比例的增大而增大;双渠道以旧换新模式对他营店、回收平台和整个供应链系统来说都是更有利的,而对自营店来说,竞争较大时单渠道以旧换新模式更优,反之则是双渠道以旧换新模式更优。

In the context of the trade-in of online retail platform and recycling platform,this paper considers the competitive relationship within the retail platform(self-owned stores and other stores),and studies and compares the pricing decision models of single-channel trade-in and dual-channel trade-in respectively.The results show that the recovery price of single-channel tradein increases with the increase of competition degree,while the recovery price of dual-channel trade-in is just the opposite.Under dual-channel trade-in,the price of self-operated stores,the price of other stores and the recovery price all increase with the increase of the commission proportion.The dual-channel trade-in mode is more favorable to other stores,the recycling platform and the whole supply chain system.For self-operated stores,the single-channel trade-in mode is better when the competition is greater,and the dual-channel trade-in mode is better otherwise.