考虑市场细分的零售商自主以旧换新策略研究

发布时间：2018-10-16 22:41

【摘要】：在越来越多企业开始自主推行以旧换新业务的背景下,本文从供应链的视角出发,构建考虑市场细分和消费者效用的策略模型,研究零售商自主以旧换新策略选择及相应的供应链决策问题,着重分析市场细分和旧产品折旧程度对策略选择、决策和供应链效率的影响.研究发现:零售商的策略选择除了受产品制造成本影响外,还依赖于外部客户比例和旧产品折旧程度;当老客户占比和旧产品折旧度处于某区域时,自主以旧换新策略优于无以旧换新策略;在某些情况下,制造商的期望策略与零售商的最优策略相悖;供应链效率受客户比例和旧产品折旧度影响.此外,当老客户占比或旧产品折旧度高于某阈值时,老客户对主体的利润贡献大于新客户.本文的研究结论对企业在供应链环境下推行以旧换新政策有一定的理论指导意义.
[Abstract]:Under the background that more and more enterprises begin to carry out new and old business independently, this paper constructs a strategic model considering market segmentation and consumer utility from the perspective of supply chain. This paper studies the selections of retailers' independent replacement strategies and the corresponding supply chain decisions, and analyzes the effects of market segmentation and depreciation degree of old products on strategy selection, decision making and supply chain efficiency. The study found that the retailer's choice of strategy depends on the proportion of outside customers and the depreciation degree of the old products, in addition to the cost of manufacturing the products, and when the proportion of the old customers and the depreciation degree of the old products are in a certain area, In some cases, the manufacturer's expectation strategy is contrary to the retailer's optimal strategy, and the supply chain efficiency is affected by customer ratio and depreciation degree of used products. In addition, when the proportion of old customers or depreciation of old products is higher than a certain threshold, the contribution of old customers to the main body profit is greater than that of new customers. The conclusion of this paper has certain theoretical significance for enterprises to carry out the policy of exchanging old for new under the environment of supply chain.
【作者单位】：华南理工大学经济与贸易学院;
【基金】：广东省自然科学基金资助项目(2016A030313485) 广东省哲学社会科学“十二五”规划资助项目(GD15CGL15) 广东省软科学研究计划资助项目(2015A070704005) 中央高校基本科研业务费专项资金资助项目(2015KXKYJ02) 广东省科技计划资助项目(2013B040500007;2013B040200057)
【分类号】：F274;F724.2

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