دانلود رایگان مقاله انگلیسی استراتژی تجارت بهینه پلت فرم کسب و کار به مصرف کننده با مدل خرده فروشی - الزویر 2018

abstract

B2C platforms are increasingly implementing trade-in programs to boost sales. Most of these platforms have adopted dual-format retailing model including both self-run stores and third-party stores. Under trade-in program framework, B2C platforms will determine the optimal trade-in rebate, and whether to offer the rebate to consumers with gift card (GC) or cash coupon (CC). GC can only be used in self-run stores, while CC can be used in both stores. To entice more consumers to trade-in products, platforms may launch trade-in efforts in the market. To address such decision-making challenges, we consider a B2C platform who owns a self-run store and hosts a third-party store, and examine the optimal tradein strategy for the platform by developing four theoretical models. We first present two models without considering trade-in efforts, i.e., one model regarding GC payment, and one model regarding CC payment, and then extend them by taking trade-in efforts into consideration. Some interesting findings and insights are achieved. In particular, we find that both GC and CC do not always benefit the platform. Interestingly, offering high quality and low selling price for products in both the self-run store and the third-party store are also not always beneficial to the platform. So is the competition between both stores. Launching trade-in efforts may lead to a lower trade-in rebate but a higher profit for the platform. A counterintuitive finding is obtained that a higher gift card redemption rate is not beneficial to the platform, and vice versa.

5. Conclusions

B2C platforms are increasingly adopting trade-in programs to entice consumers to make more purchases. Some platforms such as Amazon.com and JD.com conduct their transactions relying heavily on dual-format retailing model, which includes self-run stores and third-party stores. These platforms may offer their trade-in rebates with GC or CC. GC and CC are used toward product purchases from self-run stores and both stores, respectively. In such a circumstance, it is important for platforms to determine whether to offer trade-in rebates with GC or CC, and then the optimal trade-in rebates. To entice more consumers to conduct trade-in transactions, platforms may exert trade-in related sales efforts on the platform. Thus, it is also important to identify the impact of trade-in efforts on the optimal decisions regarding trade-in strategy. Since the redemption rate regarding gift card may be less than 100%, we further consider this issue in the analysis. To address the aforementioned issues, we consider a B2C platform owning a self-run store and hosting a third-party store, and these two stores sell two imperfect substitute new products online. We focus on consumers who have the same category of used durable products with the same residual values. Used products may not be in the same category as new products, and may not be bought from the platform early. We develop theoretical models to examine the optimal trade-in strategy and associated decisions for the platform.