以旧换新活动中不同翻新主体的二手市场定价策略分析

Analysis on Pricing Strategy of Second-hand Market of Different Refurbishment Entities under Trade-in

摘要: 在企业将翻新产品销往二手市场获利的前提下，分别从制造商和第三方翻新商这两个不同的翻新主体角度考虑，分析哪些因素将影响到企业的以旧换新策略和翻新策略，并且进一步分析以旧换新策略选择和翻新主体的选择对供应链主体的利润以及定价策略的影响。结果表明，降低成本和制定合理的以旧换新折扣系数是企业是否采取以旧换新策略和产品定价的关键。

Abstract: On the premise of selling refurbished products to the second-hand market for profit, this paper analyzes the factors that affect the old-for-new and refurbished strategies of enterprises from the perspectives of manufacturers and third-party refurbishers. It further analyzes the influence of trade-in strategy and refurbishment subject selection on the profit and pricing strategy of the supply chain subject. The results show that cost reduction and reasonable trade-in discount coefficient are the key factors for enterprises to adopt trade-in strategy and product pricing.