多重网络外部性对WEEE回收定价策略的影响分析

The Influence of MulItiple Network Externalities on WEEE Recycling Pricing Strategy

针对废弃电器电子产品(WEEE)的回收问题,本文利用双边市场理论,研究了双边平台对WEEE供需双方的回收定价策略。首先,构建了考虑交叉网络外部性的回收定价模型,分析了交叉网络外部性对定价策略的影响。其次,综合分析了供需双方多重网络外部性(交叉和组内)对回收定价策略的影响,并对两种回收定价策略进行了对比分析。研究表明:就交叉网络外部性而言,双边平台会对交叉网络外部性更高的一方采取免费或补贴策略,且交叉网络外部性对WEEE的回收具有正向效用;就多重网络外部性而言,双边平台的回收定价策略需考虑交叉和组内网络外部性的综合影响,且消费者的组内网络外部性对WEEE的回收具有正向效用,而制造商的组内网络外部性具有负向效用。最后,通过数值仿真验证了上述结论的正确性。

In order to find how to solve the recycling problem of WEEE,this paper studies the recycling pricing strategy of WEEE on bilateral platform based on the theory of bilateral market.Firstly,a recycling pricing model with cross-network externality is constructed,and the influence of cross-network externality on pricing strategy is analyzed.Secondly,the influence of multiple network externalities(cross and intra-group)on recycling pricing strategy is comprehensively analyzed,and the two recycling pricing strategies are compared and analyzed.The results show that:in terms of cross-network externalities,bilateral platforms will adopt free or subsidy strategies to the one with higher cross-network externalities,and cross-network externalities have positive effects on WEEE recycling.In terms of multiple network externalities,the recycling pricing strategy of bilateral platforms should take into account the comprehensive influences of cross network externalities and intra-group network externalities,and the intra-group network externalities of consumers have positive effects on WEEE recycling,while the intra-group network externalities of manufacturers have negative effects.Finally,the correctness of the above conclusions is verified by numerical simulation.