青岛大学学报（自然科学版）2025，Vol.38Issue(2)：69-75,7.DOI:10.3969/j.issn.1006-1037.2025.02.11
基于P2P二手平台的制造商新产品和再制造产品销售策略
Manufacturer's Sales Strategy for New and Remanufactured Products Based on P2P Second-hand Platforms
摘要
Abstract
The competitive relationship between P2P second-hand platform and manufac-turers was considered.The optimal decision-making problem of manufacturers in the pres-ence of a P2P second-hand platform in the case of market consumer segmentation was ex-plored,and the impact of the P2P second-hand platform on the price of new and remanu-factured products,as well as on manufactures'profits,was analyzed by establishing the decision-making model of the manufacturer in the case of the absence of a P2P second-hand platform and in the case of the presence of a P2P second-hand platform.It is found that in the presence of a P2P second-hand platform,the manufacturer's marketing strategy is af-fected by the consumers'perceived quality of second-hand products,the proportion of reg-ular customers and the rate of regular customers'repurchase,and that the price of new products is not necessarily lower,and the manufacturer's profit is not necessarily jeopard-ized.When consumers'perceived quality of second-hand products is low,the existence of P2P second-hand platforms is always favorable to manufacturers,however,when the pro-portion of old customers in the market is high and the repurchase rate of old customers is low,the existence of P2P second-hand platforms encroaches on manufacturers'profits.关键词
P2P二手平台/再制造/消费者细分/Stackelberg博弈Key words
P2P second-hand platforms/remanufacturing/consumer segmentation/Stack-elberg game分类
管理科学引用本文复制引用
曲平,牛柏霖,彭鑫,马骋..基于P2P二手平台的制造商新产品和再制造产品销售策略[J].青岛大学学报（自然科学版）,2025,38(2):69-75,7.基金项目
山东省自然科学基金(批准号:ZR2020MA024)资助 （批准号:ZR2020MA024）
青岛市社会科学基金(批准号:QDSKL2301067)资助. （批准号:QDSKL2301067）
