以旧换新服务的最优回购支付形式和定价策略

在实践中，企业通过对拥有旧品的老顾客提供以旧换新服务来提升自身销量与利润。文章假设垄断制造商向老顾客提供4种回购支付形式的以旧换新服务，即只有礼品券（G）、只有现金（C）、礼品券和现金供顾客二选一（GC）、礼品券和现金叠加发放（G+C）；建立4种不同回购支付形式下的以旧换新数学模型，以决策制造商最优的新品价格、旧品回购支付价格和支付形式。研究结果表明：G、GC、G+C模型的最优新品价格相同且大于C模型；G、GC模型的最优礼品券回购支付价格相同且大于G+C模型；GC、G+C模型的最优现金回购支付价格相同且小于C模型；GC、G+C模型的最优利润相同且大于G、C模型；G、C模型利润大小取决于旧品残值等参数。

In practice, the firms usually offer trade-in services to replacement customers with used products to improve their sales and profits. It assumes in this paper that a monopoly manufacturer offers four types of rebate payments of trade-in service to replacement customers: only gift card card (G), only cash (C), gift card and cash for customers to choose alternatively (GC), and gift and cash (G+C). Four trade-in mathematical models under different types of rebate payments are established to determine the manufacturer's optimal new product price, rebate payment price and rebate payment type. Results show that the optimal new product prices of model G, GC and G+C are the same, and higher than that of model C; the optimal gift card rebate payment prices of model G and GC are the same, and higher than that of model G+C; the optimal cash rebate payment prices of model GC and G+C are the same, and lower than that of model C; the optimal profits of model GC and G+C are the same, and larger than those of model G and C, and the profits of model G and C depend on the residual value of used products and other parameters.