存在P2P二手产品市场时企业以旧换新策略研究

Optimal trade-in strategy in the presence of P2P secondhand market

在可持续发展的背景下,本文以实现可持续供应链为目标,在考虑消费者细分的情形下研究P2P二手产品市场(即个人二手产品市场)存在时的以旧换新策略,并探讨了交易费率对企业开通P2P二手产品市场的影响.研究发现,P2P二手产品市场出现后,企业的市场销售策略受到市场客户比例和老客户复购率的影响,企业并非一定降低新产品价格和以旧换新折扣;但是,新产品的需求总是减少,以旧换新需求受到旧产品残值的影响.此外,当老客户复购率较低(或者复购率较高且旧产品残值较大)时,P2P二手产品市场总会损害企业收益;但.当老客户复购率较高且旧产品残值较小时,P2P二手产品市场反而对企业有利.最后,通过数值分析,当P2P二手产品市场存在交易费时,是否收取交易费以及交易费率受到老客户复购率的影响.

In the background of sustainable development,this paper studies the trade-in strategy when the P2P secondhand market exists in considering consumer segmentation and explores the impact of the transaction rate on the opening of the P2P secondhand market.The research shows that,in the presence of the P2P secondhand market,the firm's marketing strategy depends on consumer segmentation and the repurchase rate of old customers;the price of the new product and the trade-in discount are not necessarily lower.However,the demand of new product is always reduced,and the demand of trade-in is affected by the residual value of the used product.In addition,when the repurchase rate of old customers is relatively large and the residual value of the used product is relatively small,the P2P secondhand product market is beneficial to firm;otherwise,it is always detrimental to the firm.Finally,by the numerical analysis,when the service fee in the P2P secondhand market is charged by the firm,it is affected by the repurchase rate of the old customer.