汽车供应链的以旧换新最优定价研究

Optimizing prices in trade-in strategies for vehicle supply chain

以旧燃油车换新燃油车(TONF)是汽车行业常见的以旧换新服务.随着新能源车的快速发展,一些汽车品牌商又推出了以旧燃油车换新能源车(TONE)服务.然而,TONF和TONE的并存可能加剧新燃油车和新能源车的竞争.因此,汽车制造商和经销商应在不同的以旧换新策略中做出权衡,并制定出相应的最优定价.基于此,本文在消费者对新能源汽车存在里程焦虑的情境下,构建了一个由汽车制造商和经销商联合开展以旧换新的供应链博弈模型,探讨了经销商仅提供TONF,仅提供TONE和两者均提供的阈值条件,以及相应以旧换新策略下的最优定价决策.研究结果表明,经销商以旧换新策略选择不仅与新燃油汽车和新能源汽车的单位生产成本有关,同时也取决于制造商提供的回购补贴大小.消费者对新能源车的里程焦虑也将对经销商以旧换新策略选择产生重要影响.特别是当单位生产成本居中时,消费者对新能源车的里程焦虑大小在经销商以旧换新策略的选择中起主导作用.

TONF,that is trade-in for a new oil-fuelled automobile(OFA),has been taking as a common trade-in strategy in the vehicle industry.With the rapid development of new energy vehicles(NEVs),some vehicle manufacturers have also launched TONE,that is trade-in for a new energy vehicle.However,the co-existence of TONF an TONE possibly aggravates competition between new OFAs and NEVs.Therefore,the vehicle manufacturers and retailers need to determine how to select trade-in strategy and make the corresponding optimal prices.To solve this problem,in the case of consumer mileage anxiety to NEVs,we construct a two-echelon supply chain model composed of a vehicle manufacturer and a retailer in which they cooperate in trade-in,and discuss the threshold conditions under which the retailer only provide TONF,TONE and both of them,as well as the corresponding optimal pricing decisions.We also analyze the influence of the manufacturer ’s pricing decisions,consumer mileage anxiety to NEVs on the retailer ’s choice of trade-in strategy.The results show that the retailer ’s trade-in strategy is not only related to the production costs of OFA and NEVs,but also related to the manufacturer’s recycling prices.Consumer mileage anxiety to NEVs will also have an important impact on the retailer ’ choice of trade-in strategy.In particular,when the production costs of OFA and NEVs are moderate,consumer mileage anxiety to NEVs play a dominate role in retailer ’ choice of trade-in strategy.