电商购物平台与回收平台的“以旧换新”合作策略研究

doi:10.16381/j.cnki.issn1003-207x.2022.1318

摘要/Abstract

摘要：

在国家政策、循环经济和信息技术的共同驱动下，回收平台逐渐兴起，并与电商购物平台共同开展“以旧换新”业务，实现废旧产品回收和新产品销售联动。本文针对电商购物平台与回收平台组成的供应链系统，分别构建了双方不实施“以旧换新”合作策略、实施“以旧换新”合作策略的博弈模型，在求解最优均衡解的基础上，进行了对比分析和参数灵敏度分析。研究结果表明：当翻新成本较低时，“以旧换新”合作将会扩大翻新产品的市场需求，但不利于新产品的直接销售；“以旧换新”合作不会对回收平台自有的回收渠道产生影响，并且始终有利于扩大回收总量。然而，“以旧换新”合作不一定有利于平台双方的经济收益，只有当新产品获取成本较低时，电商购物平台才能从中获利；只有当废旧产品市场存量规模和新产品获取成本均较大或者均较小时，回收平台的利润才会有所增长。如果平台双方确定要开展“以旧换新”合作，随着回收价格的提高，电商购物平台的经济收益不断增长，但回收平台的经济收益却呈现先增长后减少的趋势。

关键词: 以旧换新, 电商购物平台, 回收平台, 博弈分析

Abstract:

The growing scale of waste products but the low effective recycling rate has become a major constraint to sustainable economic and social development. Driven by national policies， circular economy and information technology， recycling platforms are gradually emerging and signing “trade-in” cooperation agreements with e-commerce shopping platforms to achieve the combination of waste product recycling and new product sales. However， at present， the “trade-in” cooperation between the two platforms is still in the exploration stage， and there are still many problems that need to be clarified. Based on this， two game models are constructed for the supply chain system consisting of an e-commerce shopping platform and a recycling platform， where both parties do not implement the “trade-in” cooperation strategy or implement the “trade-in” cooperation strategy， respectively. On the basis of solving the optimal equilibrium solution， comparative analysis and parameter sensitivity analysis are conducted to study the impact of the “trade-in” cooperation strategy on the market demand structure， the recycling of waste products and the economic profit of the platform， and to explore the impact of the recycling price on the economic profit of the platform and the total profit of the system under the premise of cooperation between the two sides.The results of the study show that　when the cost of refurbishment is low， “trade-in” cooperation will expand the market demand for refurbished products， but is not conducive to direct sales of new products； “trade-in” cooperation will not affect the recycling platform's own channels and will always help expand the total amount of recycling. However， “trade-in” cooperation is not necessarily beneficial to the economic benefits of both platforms， only when the cost of acquiring new products is low can the e-commerce shopping platform profit from it， and only when the size of the used product market stock and the cost of acquiring new products are both larger or both smaller will the profits of the recycling platform increase. If both platforms decide to cooperate on “trade-in”， the economic benefits of the e-commerce shopping platform will grow as the recycling price increases， but the economic benefits of the recycling platform will tend to grow and then decrease.

Key words: trade-in, e-commerce shopping platform, recycling platform, game analysis

中图分类号:

C934

景熠, 张闻秋, 曹柳. 电商购物平台与回收平台的“以旧换新”合作策略研究[J]. 中国管理科学, 2025, 33(8): 289-297.

Yi Jing, Wenqiu Zhang, Liu Cao. Research on the Cooperation Strategy of “Trade-in” between E-commerce Shopping Platform and Recycling Platform[J]. Chinese Journal of Management Science, 2025, 33(8): 289-297.

图/表 9

表1

主要符号及其含义"

符号	含义
$w$	新产品的获取成本
$c r$	废旧产品的翻新处理成本
$p n i$	新产品的销售价格
$p r i$	翻新产品的销售价格
$A$	废旧产品的回收价格
$q n n i$	直接购买新产品的市场需求
$q n r i$	直接购买翻新产品的市场需求
$q o d i$	自有渠道的回收量
$q o n T$	“以旧换新”的市场需求，也即回收量
$v$	消费者对新产品的支付意愿
$M 1$	新进入消费者的市场规模
$M 2$	废旧产品的市场存量规模
$α$	翻新产品的价值折扣系数
$τ$	废旧产品的残值系数

表1

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图7

图8

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