Abstract: To explore how the B2C platform should develop the trade-in strategy and analyze the relationship between the B2C platform's trade-in rebate and the manufacturer's recycling pricing,one model regarding Gift Card (GC) payment and one model regarding Coupon Card (CC) payment were presented.Some interesting findings and insights were achieved: the strategy choice of B2C platform not only depended on the relationship between the revenue of self-run store and the third-party store,but also the potential market size of GC.When the revenue from the third-party store was less than the self-run store and the potential market size of GC was large,B2C platform would choose to implement trade-in under GC and provide higher collection effort and lower trade-in rebate than CC,and different trade-in payment would result in different old product recycling prices.When the platform's revenue from the third-party store was less than the self-run store,the old product recycling price under the CC mode would be higher than GC mode.Besides,the old product recycling price was also affected by consumers' preferences in self-run store,but this impact was related to the revenue of the third-party store to B2C platform.No matter in GC mode or CC mode,the profits of the manufacturer and B2C platform were always positively correlated,the B2C platform's trade-in strategy would not harm the interests of the manufacturer.

Key words: B2C platform, trade-in, coupon payment, recycling pricing, closed-loop sapply chains

摘要： 为了探讨B2C平台应如何制定以旧换新优惠策略,以及分析制造商回收定价决策和B2C平台以旧换新决策之间的关系机理,构建了礼券(GC)和现金券(CC)两种不同以旧换新优惠模式下的闭环供应链模型。研究发现：①B2C平台对GC和CC两种以旧换新优惠模式的策略选择不仅依赖于自营店产品销售利润与从他营店获得的分成收入间的大小关系,还依赖于GC模式的以旧换新潜在市场规模大小。当B2C平台从他营店获得的单位产品分成收入小于自营店单位产品销售收入,且GC模式下的以旧换新潜在市场规模比较大时,B2C平台将选择以GC模式进行以旧换新,并提供比CC模式更高的回收努力程度和更低的以旧换新优惠。②B2C平台不同的以旧换新优惠模式会造成制造商的旧产品回收价定价的差异性。当平台从他营店获得的单位产品分成收入小于自营店单位产品边际利润时,CC模式下的旧产品回收价将高于GC模式下的旧产品回收价。此外,CC模式下的旧产品回收价还受到消费者对自营店的购买偏好的影响,但该影响与他营店带给B2C平台的分成收入有关。③不论是在GC模式还是CC模式下,制造商和B2C平台的利润总是呈正相关关系,即B2C平台开展以旧换新并不会损害制造商的利益。

关键词: B2C平台, 以旧换新, 优惠券模式, 回收定价, 闭环供应链