寡头企业两周期以旧换新均衡模型及定价策略

Two-period equilibrium model and pricing strategy with trade-in for duopoly

摘要:

以旧换新是当下市场常见的营销方式，它的出现使得企业在市场竞争中面临着新的挑战.本研究通过设定两周期双寡头竞争下的差异化产品生产商并加入以旧换新，探究企业在决策以旧换新定价时的利润最大化均衡及相应的结果分析.研究表明：（1）当两企业产品差异较大，折旧系数适中时，该模型存在唯一均衡及市场划分；（2）高质量产品企业得益于其自身产品质量水准，其不参与以旧换新市场的竞争力在折旧系数较大时较强；（3）消费者在以旧换新存在的条件下会更加注重企业的市场定位，因为这涉及第二周期的以旧换新决策，因此企业在以旧换新策略前应提前考虑到外部因素.

Abstract:

Trade-in is a popular marketing method in the current age, making enterprises face new challenges in market competition. This study sets up a two-period duopoly model with differentiated manufacturers considering trade-in offers. The manufacturers determine their trade-in prices and maximize their profits. The equilibrium and corresponding results are then analyzed. The results show that: (1) When the products are significantly differentiated and the depreciation coefficient is moderate, the model has a unique equilibrium and market segmentation. (2) The high-quality manufacturer benefits from his own product quality standards, and his competitiveness of not participating in the trade-in market is stronger when the depreciation coefficient is large. (3) Consumers will pay more attention to the manufacturers’ product quality market positioning, because it’s important for consumers to decide whether to participate in trade-in during the second period. Therefore, enterprises should consider external factors in advance before trade-in strategies.