面向异质消费者的制造企业及政府以旧换新补贴策略研究

Trade-in has become the main strategy of manufacturers recycling waste products. Government also has already paid high attention to trade-in. The researching of trade-in plays a significant role in both practical and theoretical. As used products suppliers and new products purchasers, consumers’ trade-in behavior will affect both recycled old products and new product sales. Because of the great number of consumers, and the large heterogeneity of consumers, it is a challenge to research the trade-in subsidy strategy for both manufactures and government. Therefore, in order to more accurately understand the heterogeneity of consumers, to help manufacturers as well as government develop more effective trade-in strategies, this project focus on the following three research questions. 1) Under the monopoly environment, we focus on researching the optimal trade-in subsidy strategy of manufactures in the trade-in program with a limited recycling period. 2) Under the second-hand dealer competition environment, we focus on researching the optimal trade-in subsidy strategy of manufacturers under different market dominant power. 3) Under the government regulation environment, we focus on researching the optimal trade-in subsidy strategy of both manufactures and government, as well as the government's optimal subsidy allocation strategy. Finally, take automobile and waste electric and electronic products as an example, survey to collect data about the instance validation.

目前，以旧换新已成为制造企业回收废旧产品的主要战略，并已受到政府的高度重视，研究旧换新具有重要的现实及理论意义。消费者作为旧产品的供应方和新产品的购买方，消费者的以旧换新行为将同时影响旧产品回收量和新产品销售量，但消费者群体基数庞大，消费者个体间存在极强的差异性，这将给制造企业及政府制定以旧换新补贴策略带来巨大的挑战。鉴于此，为了更准确的把握消费者的异质性，帮助制造企业及政府制定更有效的以旧换新补贴策略，本项目将重点研究：1)在制造企业垄断市场的环境下，研究在具有有限回收期的以旧换新回收模式中，制造企业的最优以旧换新补贴决策; 2)在存在二手商竞争的环境下，研究不同市场主导力量下制造企业的最优以旧换新补贴决策; 3)在政府规制环境下，研究制造企业和政府的最优以旧换新补贴决策，以及政府对总财政补贴的最优分配方案。最后，以废旧汽车和废旧电器电子产品为例，调研搜集有关实际数据进行实例验证。

随着经济快速发展，产品更新换代加快，于是诸多企业纷纷开始提供以旧换新服务，并对参与以旧换新的消费者给予补贴。同时，我国国务院还颁布了一系列法规以鼓励制造企业实施以旧换新，并对提供以旧换新服务的制造企业给予财政补贴。此外，消费者的以旧换新行为将同时影响旧产品回收量和新产品销售量，从而进一步影响制造企业的经营决策及利润。鉴于此，为了更准确的把握消费者的异质性，帮助制造企业及政府制定更有效的以旧换新补贴策略，本项目将分别在垄断环境下、竞争环境下、以及政府规制环境下，基于对异质消费者行为的分析，构建以旧换新回收模型，为制造企业和政府制定最优以旧换新补贴决策。本项目不仅有助于更好地把握消费者的异质行为及以旧换新的运作机制，还能为制造企业及政府制定最优以旧换新补贴决策提供参考意见，具有深刻的理论及现实意义。