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论文编号：	12691
作者编号：	1120180926
上传时间：	2021/6/22 11:00:28
中文题目：	考虑转售平台的企业定价与模式实施策略研究
英文题目：	Research on Firms’ Pricing and Model Implementation Strategies in the Presence of Resale Platforms
指导老师：	李勇建
中文关键字：	转售平台；定价策略；以旧换新；租售策略；消费者行为
英文关键字：	Resale platform; pricing strategy; trade-in; leasing and selling; consumer behavior
中文摘要：	技术飞速进步的背景下，产品功能的复杂化导致消费者对产品使用价值不确定的问题逐渐凸显，与此同时，产品更新迭代频率的加快激励了消费者的产品置换行为。“买错产品”、“更换产品”均是大量闲置产品留存的重要原因，也成为孕育闲鱼、转转、拍拍等转售平台的温床。对于以产品销售为主营业务的传统企业来说，转售平台的出现既是挑战也是机遇，如何通过策略的调整管控平台带来的影响是平台经济背景下亟需解决的运营管理难题。如今，在手机、汽车、时尚品、乐器、家具等转售交易活跃的行业市场内，已有企业针对传统销售中易出现的产品闲置问题创新运营模式。例如，华为、小米等手机厂商实施“换新+回收”的新型以旧换新模式，本田、奔驰以及三星、沃尔沃等企业分别实施了先租后买与订阅式租赁的新型租赁模式。虽然以旧换新和租赁策略均是运营管理领域的研究热点，但对于上述新模式的研究相对较少，而且，目前尚未有学者基于转售平台存在的新背景探讨这些模式的实施策略优化问题，以及分析它们在新背景下的新管理意义。 本文在梳理现实案例、整理相关文献的基础上提出研究问题，采用产业组织理论、博弈论等经济数学方法构建模型，利用最优化方法进行求解分析。首先明晰“转售平台——消费者行为——企业策略”的影响路径，并进一步探讨运营管理中易于调整的动态定价策略，为企业提供短期策略调整建议。然后，基于平台到企业策略的影响路径，研究平台存在下的“换新+回收”、先租后买、订阅式租赁等新模式的实施策略优化问题，分析新模式在平台经济新背景下的独特作用。具体阐述如下。 一是考虑转售平台的企业动态定价策略研究。构建两阶段的新产品销售模型，其中，阶段2用以描述消费者间的转售交易。利用效用函数刻画消费者使用价值不确定、策略等待、产品置换等行为特征，并推导出需求函数。通过对比分析转售平台出现前后的最优定价策略，发现根据二手产品均衡价格的高低，平台既可能提高消费者购买新产品时的支付意愿，也可能激励他们转移到二手市场。因此，企业应该根据产品耐用度水平与单位成本的不同针对性的调整两阶段的销售价格。但是，单一的价格策略无法完全调控平台的影响，可能出现即使调低售价，销售需求依旧降低的情况。 二是考虑转售平台的企业以旧换新策略研究。基于上一章的研究内容进一步探讨转售平台的出现对于以旧换新的实施策略、 “仅换新”的传统模式与“换新+回收”的新型模式的选择策略的影响。研究发现，转售平台的存在不仅使得企业实施以旧换新的限制条件变得更加严格，还会推动企业针对单位成本更低的产品实施“换新+回收”模式。但是，平台的出现不会在本质上改变企业对（回收的）二手产品的出售策略。 三是考虑转售平台的企业先租后买策略研究。构建两阶段的产品使用模型，其中，阶段1刻画租赁与购买选择，阶段2刻画租转购以及转售交易。通过分别研究是否拥有直销渠道、存在转售平台与否等不同情形下先租后买的最优实施策略，发现如果仅考虑拥有直销渠道或者存在转售平台的影响，企业实施先租后买的限制条件都将更加严格。然而，如果同时考虑二者，它们对先租后买的阻止作用将相互抵消。这一发现表明，相较于无直销渠道的租赁商，拥有直销渠道的销售商于转售平台存在的背景下更应该开展先租后买实践。 四是考虑转售平台的企业订阅式租赁策略研究。在前一章的基础上将模型拓展为两阶段的新产品租售模型，分析消费者需求特征、平台存在与否等因素对订阅式租赁实施策略的影响。研究发现，根据消费者需求特征的不同，订阅式租赁分别体现出鼓励重复消费、满足差异化需求等作用，而平台的出现将促使企业向具有长期产品使用需求的消费者提供租赁，增强鼓励重复消费的作用效果。最后，企业能够通过允许由租转购的方式应对消费者需求不确定的市场特征。 综上，本文创新性的利用消费者购买行为的刻画内生化转售平台带给传统企业的影响，揭示了企业调整动态定价策略以管控消费者行为、调节平台影响的内在机制，明晰了平台的影响与“换新+回收”、先租后买、订阅租赁等新模式实施策略间的内在联系，为传统企业于转售平台存在的背景下进行应对策略制定、运营模式创新提供管理建议与理论指导。
英文摘要：	With the advancement of technology, the consumer’s uncertainty toward value resulting in the complexity of product features is increasingly prominent. At the same time, the rapid update of products has stimulated consumers’ replacement behavior. “Bought the wrong products” and “products replacement” are important reasons for the emergence of a large number of idle products. They have also promoted the development of resale platforms such as IDLEFISH, zhuanzhuan.com, and paipai.com. For traditional firms that focus on product sales, the existence of resale platforms is a challenge and also an opportunity. How to react to the platform is an urgent operational management issue in the platform economy. Nowadays, in the active resale market such as mobile phones, automobiles, fashion goods, musical instruments, furniture and so on, several sighted firms have innovated their business models to solve the issue of idle products. For example, Huawei and Xiaomi have implemented a new trade-in model of “replacement + recycling” (R&R); Honda, Mercedes-Benz, Samsung, and Volvo have implemented new leasing models of rent-and-own (RTO) and subscription-based rental (SBR) respectively. Although trade-in and leasing strategies are research hotspots in the field of operation management, there are relatively few studies on the new models mentioned above, and few scholars currently discuss the management significance of these models based on the new background of the resale platform. The research questions of this dissertation are based on the real-word cases and related literatures. We use economic and mathematical methods such as industrial organization theory and game theory to construct theoretical models, and use optimization methods to solve and analyze them. We first clarify the effect path of “resale platforms-to-consumer behaviors-to-firms’ strategies”, and further explores the dynamic pricing strategy in order to provide short-term strategy adjustment suggestions for firms. Then, based on the effect path, we study the optimization of the implementation strategy of new businesses models such as R&R, RTO, and SBR. Finally, we analyze the unique role of the new models in the new background of platform economy. The details are as follows. The first is the study of dynamic pricing in the presence of resale platforms. We construct a two-stage model, in which there are platform-based resale transactions of used or idle products between consumers in the second stage. Under the premise of consumer characteristics such as uncertainty in use value, strategic waiting, product replacement, etc., it’s investigated to see how the firm’s dynamic pricing changes react the resale platform. Our main conclusions show that, based on the equilibrium price of used products in the secondary market, the emergence of resale platforms may not only increase consumers’ willingness-to-pay when buying new products, but also encourage consumers to wait for used products. Therefore, firms should adjust the sales price in two stages according to the durability level and unit cost of products. However, we find that a single price strategy cannot fully control the platforms’ influences, which may mean that sales demand of new products will decrease even if the firm lowers the price. The second is the study of the trade-in strategy in the presence of resale platforms. Based on the research of dynamic pricing, we analyze the influence of the resale platform on the firm’s trade-in strategy, and further explore the selection strategy between the traditional model of “only replacement” and the new model of R&R. We find that, the existence of resale platforms not only makes the restrictions on the trade-in’s implementation more stringent, but also encourages the firm to implement the R&R model for products with relatively low unit cost, however, it doesn’t have an essential impact on the sales strategy of the used products recycled by the firm. The third is the study of the RTO model in the presence of resale platform. A two-stage model is built. The first stage characterizes the consumer’s rental and purchase options, and the second stage characterizes the purchase conversion and resale transactions. On this basis, we analyze the influence of owning a direct sales channel and the existence of the resale platform on the RTO. Our conclusions show that when only one of the effects of owning a direct sales channel or the existence of the platform is considered, the requirements for the firm to implement the RTO will become more stringent. However, when both of them are considered, their negative effects will cancel each other. This finding reveals that compared with the renters, the sellers who have sales channels should carry out the practice of the RTO in the presence of resale platform. The fourth is the study of the SBR model in the presence of resale platforms. Based on the RTO’s research, a two-stage product leasing and selling model is built. We analyze the impact of different factors such as consumer demand characteristics and the existence of resale platforms on the implementation of the SBR. We find that according to the different characteristics of consumers, the SBR respectively play the role of encouraging repeated consumption and meeting differentiated needs. Moreover, the emergence of platforms encourages firms to provide the SBR to consumers with long-term product use needs, further enhance the encouraging repeated consumption effect. In addition, firms can provide the purchase conversion to react to consumers’ uncertain use demand. In summary, this dissertation innovatively portrays consumer purchase behaviors to endogenize the impact of resale platforms on traditional firms. Based on it, we reveal the internal mechanism of firms’ dynamic pricing strategies to control consumer behaviors and platforms’ impact, and clarify the internal mechanism between the impact of platforms and the implementation of new models including the R&R, the RTO, and the SBR, and finally provide managerial insigts and theoretical guidance for traditional firms in the presence of resale platforms.
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