Research On B2C Platform Trade-in Preferential Strategy Under Different Recycling Modes

With the speed of product renewal,the "e-waste" in life is increasing,social sustainable development puts higher demands on enterprises to manufacture and protect the environment,which makes the trade-in is becoming more and more popular.Many B2C platforms have implemented online trade-in to attract consumers to buy new products and effectively recycle old products.The B2C platform usually has gift card(GC)and Coupon card(CC),there are two recycling modes: platform recycling and manufacturer recycling.This paper constructs the B2C platform trade-in strategy model under the platform recycling and manufacturer recycling,analyzes the equilibrium results theoretically,and proposes management inspiration for the B2C platform and manufacturers in practice.For the B2C platform's trade-in preferential strategy model,analyzes the manufacturer's recycling pricing decision and the B2C platform's trade-in decision.Some interesting findings and insights are achieved: Firstly,When the revenue from the third-party store is less than the self-run store,and the potential market size of GC is large,B2C platform will choose to implement trade-in under GC and provide higher recycling efforts and trade-in rebate than CC.Secondly,different trade-in payment will result in different manufacturers' recycling price.When the platform's revenue from the third-party store is less than the self-run store,the old product recycling price under the CC model will be higher than GC model.Thirdly,the B2C platform's decision-making on the trade-in rebate and recycling efforts are all affected by the price of the products and the potential market size of the trade-in.Besides,the decisions of business are also affected by the consumers' preferences in self-run store,but this impact is related to the revenue that the third-party store brings to B2C platform.For the B2C platform's trade-in preferential strategy cooperation model,This study assumes that the manufacturer first determines the incentive subsidy and recycling efforts,and the B2C platform decides the trade-in rebate.We found: Firstly,When the revenue from the third-party store is less than the self-run store,and the potential market size of GC is large,B2C platform will choose to implement trade-in under GC and provide higher trade-in rebate than CC.Secondly,when consumers have lower preference for self-operated stores and higher prices for self-run stores,manufacturers get more profits under GC and provide higher recycling efforts and lower incentive subsidy than under the CC.Finally,then decisions of business are all affected by factors such as price of products,market size,and durability factor of old products.At the same time,the impact of consumer preferences is related to the revenue from third-party store of the B2C platform.Through comparison,it is found that no matter which payment mode,manufacturers and platforms always get more profits when the platform is responsible for recycling.