基于客户细分的电动汽车企业以旧换新策略

The Trade-in Strategies for Electric Vehicle Firms with Customer Segmentation

在电动汽车(EVs)企业广泛采用以旧换新服务的背景下,从EVs保留潜在客户并提高品牌忠诚度的视角出发,构建考虑客户细分和消费者效用的以旧换新模型,研究EVs企业最优以旧换新策略问题,着重分析客户细分下不同EVs以旧换新策略(即整个EVs以旧换新和混合以旧换新策略)与其他相关因素(如以旧换新折扣和残值)对企业收益的影响。同时在考虑政府补贴下,分析EVs企业在不同以旧换新策略下的最优生产决策。最后从消费者剩余和社会福利的角度讨论两种以旧换新策略的社会优势性。研究表明:若二手EVs的残值相对较高,则整车以旧换新策略是企业的最优选择,否则企业更青睐混合以旧换新策略;电池以旧换新策略由于具有相对较高的以旧换新返利而使置换客户受益,但可能对直接购买新品的客户不利;在整个EVs以旧换新情景下,客户从购买新品中获得的效用优于仅电池以旧换新,同时市场规模影响EVs企业的最优决策。此外,政府补贴下EVs企业及客户均获利,并且混合以旧换新策略下政府补贴能带来更优胜的社会福利。本文研究结论对EVs企业推行以旧换新策略以及政府补贴政策有一定的理论指导意义。

Trade-in services have been widely adopted by firms in electric vehicles(EVs) to retain replacement consumers and to enhance brand loyalty. In this initial stage of the EV diffusion, it is still ambiguous which trade-in strategy(i.e., the whole EV trade-in and the mixed one) would be more beneficial to EV-makers in the context of future business. We have developed a stylized model to analyze the impact of different EV trade-in strategies and other relevant factors on the EV maker's payoffs. The EV maker's demand is derived from consumers' utility under a trade-in scheme. Various trade-in factors such as trade-in rebate and residual value are considered. Finally, from the perspective of consumer surplus and social welfare, the paper discusses the social advantages of two trade in strategies. The result shows that the whole EV trade-in option is a better choice for the EV firms if the residual value of used EV is relatively high, otherwise the EV firms prefer the mixed one. Intriguingly, the battery trade-in option benefits replacement consumers due to a relatively high trade-in rebate while may hurt new consumers;under whole EV trade-in scenario, new consumers obtain more utilities from purchasing new products than those under the only battery trade-in, meanwhile the market size affects the EV firms' optimal decisions. In addition, EVs enterprises and consumers benefit from government subsidies, and government subsidies under the mixed trade-in strategy can bring better benefits to them. The research of this paper has certain theoretical guiding significance for EVs enterprises to implement the old for new strategy and the government subsidy policy.