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.
Abstract
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.
关键词
定价决策 /
以旧换新 /
汽车供应链
{{custom_keyword}} /
Key words
pricing decision /
trade-in /
vehicles supply chain
{{custom_keyword}} /
中图分类号:
F224.32
{{custom_clc.code}}
({{custom_clc.text}})
{{custom_sec.title}}
{{custom_sec.title}}
{{custom_sec.content}}
参考文献
[1] Hu S, Ma Z J, Sheu J B. Optimal prices and trade-in rebates for successive-generation products with strategic consumers and limited trade-in duration[J]. Transportation Research Part E: Logistics and Transportation Review, 2019, 124: 92-107.
[2] Lim M K, Mak H Y, Rong Y. Toward mass adoption of electric vehicles: Impact of the range and resale anxieties[J]. Manufacturing & Service Operations Management, 2015, 17(1): 101-119.
[3] Noel L, Zarazua G D, Benjamin R, et al. Fear and loathing of electric vehicles: The reactionary rhetoric of range anxiety[J]. Energy Research & Social Science, 2019, 48: 96-107.
[4] Huang Y L, Qian L X. Consumer preferences for electric vehicles in lower tier cities of China: Evidences from south Jiangsu region[J]. Transportation Research Part D: Transport and Environment, 2018, 63: 482-497.
[5] Ma S C, Xu J H, Fan Y. Willingness to pay and preferences for alternative incentives to EV purchase subsidies: An empirical study in China[J]. Energy Economics, 2019, 81: 197-215.
[6] Wang Z, Zhao C, Yin J H, et al. Purchasing intentions of Chinese citizens on new energy vehicles: How should one respond to current preferential policy?[J]. Journal of Cleaner Production, 2017, 161: 1000-1010.
[7] Purohit D. Playing the role of buyer and seller: The mental accounting of trade-ins[J]. Marketing Letters, 1995, 6(2): 101-110.
[8] Park S, Mowen J C. Replacement purchase decisions: On the effects of trade-ins, hedonic versus utilitarian usage goal, and tightwadism[J]. Journal of Consumer Behaviour, 2007, 6(2-3): 123-131.
[9] Ackere A V, Reyniers D J. Trade-ins and introductory offers in a monopoly[J]. Rand Journal of Economics, 1995, 26(1): 58-74.
[10] Ray S, Boyaci T, Aras N. Optimal prices and trade-in rebates for durable, remanufacturable products[J]. Manufacturing & Service Operations Management, 2005, 7(3): 208-228.
[11] Zhu X X, Wang M M, Chen G F, et al. The effect of implementing trade-in strategy on duopoly competition[J]. European Journal of Operational Research, 2016, 248(3): 856-868.
[12] Li K, Xu S H. The comparison between trade-in and leasing of a product with technology innovations[J]. Omega, 2015, 54: 134-146.
[13] Rao R S, Narasimhan O, John G. Understanding the role of trade-ins in durable goods markets: Theory and evidence[J]. Marketing Science, 2009, 28(5): 950-967.
[14] Miao Z W, Fu K, Xia Z Q, et al. Models for closed-loop supply chain with trade-ins[J]. Omega, 2017, 66: 308-326.
[15] Ma Z J, Zhou Q, Dai Y, et al. Optimal pricing decisions under the coexistence of "trade old for new" and "trade old for remanufactured" programs[J]. Transportation Research Part E: Logistics and Transportation Review, 2017, 106: 337-352.
[16] Chen J M, Hsu Y T. Trade-in strategy for a durable goods firm with recovery cost[J]. Journal of Industrial and Production Engineering, 2015, 32(6): 396-407.
[17] Liu J C, Zhai X, Chen L. Optimal pricing strategy under trade-in program in the presence of strategic consumers[J]. Omega, 2018, 84: 1-17.
[18] 刘靓晨, 翟昕. 竞争环境下的以旧换新策略[J]. 中国管理科学, 2018, 26(9): 75-84. Liu L C, Zhai X. Trade-in strategy in competitive markets[J]. Chinese Journal of Management Science, 2018, 26(9): 75-84.
[19] Hu S, Ma Z J, Sheu J B. Optimal prices and trade-in rebates for successive-generation products with strategic consumers and limited trade-in duration[J]. Transportation Research Part E: Logistics and Transportation Review, 2019, 124: 92-107.
[20] Feng L P, Li Y J, Xu F C, et al. Optimal pricing and trade-in policies in a dual-channel supply chain when considering market segmentation[J]. International Journal of Production Research, 2019, 57(9): 2828-2846.
[21] Kwon O, Dukes A J, Siddarth S, et al. The informational role of product trade-ins for pricing durable goods[J]. The Journal of Industrial Economics, 2015, 63(4): 736-762.
[22] Zhu R, Chen X, Dasgupta S. Can trade-ins hurt you? Exploring the effect of a trade-in on consumers' willingness to pay for a new product[J]. Journal of Marketing Research, 2008, 45(2): 159-170.
[23] Zaman H, Zaccour G. Vehicle scrappage incentives to accelerate the replacement decision of heterogeneous consumers[J]. Omega, 2020, 91: 102016.
[24] Li Y, Tong Y, Ye F, et al. The choice of the government green subsidy scheme: Innovation subsidy vs. product subsidy[J]. International Journal of Production Research, 2010, 58(16): 4932-4946.
{{custom_fnGroup.title_cn}}
脚注
{{custom_fn.content}}
基金
国家自然科学基金(71571086);广东省自然科学基金(2021A1515012002)
{{custom_fund}}