关键词: 双渠道供应链, 自主以旧换新, 制造商, 策略行为, 定价

Abstract: To research the trade-in policy implemented by enterprises autonomously,an Autonomous Trade-In Strategy (ATIS) model of manufacturer based on net customer effect was constructed with dual-channel competition structure.By using game theory,the dominant situation of ATIS model's different strategies and the corresponding equilibrium solutions of decision-making were obtained,and  the effect of factors on strategies and solutions were discussed.The results showed that the manufacturer could adopt ATIS under a certain condition and its strategic behaviors were affected by factors such as cost and Depreciation Degree of Old Products (DDOP).In some cases,the anticipant strategy of retailer was different from the optimal strategy of manufacturer,and its following decisions depended on the actual market environment.The increase of old customers' acceptance degree to the network channel made some old customers shift from the traditional channel to the network channel,but it was opposite for new customers.Only when DDOP was higher than a certain threshold,the manufacturer could benefit from the increase of old customers' market share.

Key words: dual-channel supply chain, autonomous trade-in, manufacturer, strategic behavior, pricing