基于Hotelling模型的电机以旧换新模式及定价策略研究  

A Research on Motor Trade-in Model and Pricing StrategyBased on Hotelling Model

作　　者：马汉武[1] 李苏皖 MA Han-wu;LI Su-wan(School of Management,Jiangsu University,Zhenjiang 212013,China)

机构地区：[1]江苏大学管理学院,江苏镇江212013

出　　处：《物流工程与管理》2023年第7期61-67,共7页Logistics Engineering and Management

摘　　要：为了提高电机迭代,吸引消费者主动参与逆向物流,文中基于Hotelling模型,构建由零售商和第三方平台组成的双渠道供应链,同时引入消费者价格敏感度,研究不同供应链主导者模式下最优以旧换新价格及消费者的渠道偏好。研究表明:单位距离成本增加,零售商和第三方平台与消费者博弈选择提高以旧换新价格,单位距离成本对消费者零售商渠道选择具有负影响,因此零售商还需考虑选址问题;只有当消费者价格敏感度之差较小,单位距离成本较大时,消费者偏好才会处于双方均衡的状态,反之,消费者会明显偏好于零售商渠道;零售商作为供应链主导者时,供应链总体利润最高,此时消费者对零售商和第三方平台偏好相当,市场处于稳定状态。文中的研究结论对电机迭代供应链具有一定的指导意义。In order to improve motor iteration and attract consumers to actively participate in reverse logistics,this paper builds a dual-channel supply chain consisting of retailers and third-party platforms based on the Hotelling model,and also introduces consumer price sensitivity to study the optimal trade-in price and consumer channel preferences under different supply chain dominator models.The study shows that:the cost per unit distance increases,the retailer and the third-party platform choose to increase the trade-in price with the consumer game,and the cost per unit distance has a negative impact on the consumer retailer channel choice,so the retailer also needs to consider the site selection problem;only when the difference of consumer price sensitivity is small and the cost per unit distance is large will the consumer preference be in a state of equilibrium between the two sides,and vice versa,the consumer will obviously prefer the retailer channel;when the retailer is the dominant player in the supply chain,the overall profit of the supply chain is the highest,and consumer preference for retailers and third-party platforms is comparable at this moment,and the market is in a stable state.The findings of this paper have some guiding significance for the iterative supply chain of motors.

关 键 词：HOTELLING模型 以旧换新 闭环供应链 供应链结构 

分 类 号：F272[经济管理—企业管理]