Research On The Trade-in Strategies Of Electronics Manufacturer Considering Different Sales Channels

In 2009,the government promoted the policy of "home appliances going to the countryside and trade-in for the benefit of the country",benefiting millions of people and stimulating domestic consumer demand,making many enterprises profitable at the same time.Since the government subsidy policy was abolished,companies began to explore their own trade-in activities through their own capital and market influence.At the same time,with the rapid development of Internet technology,domestic logistics express and e-commerce,more and more enterprises are trying to build their own direct sales channels,including e-commerce flagship stores and offline experience stores,and collaborate with offline retail and retail channels.Advance.Therefore,more and more scholars have begun to study how market enterprises make decision-making on trade-in,and discuss relevant important influencing factors and overall changes in the supply chain.This paper takes the electronics manufacturer's trade-in as a research object,and discusses how to carry out the trade-in strategy selection and channel selection problem in the traditional offline retail retail channel and the online and offline dual-channel mixed channel,and analyze the external market factors.The impact of consumer factors on product pricing and profits.First,consider whether manufacturers implement trade-in in traditional retail channels,establish a profit function model of manufacturers and retailers based on consumer effect function,and solve the optimal solution of each strategy,focusing on comparative analysis of consumer factors and market factors for manufacturing.The choice of business strategy and the impact of supply chain member profits.Secondly,considering that more and more electronic manufacturers are opening up direct sales channels such as e-commerce shopping,establishing a dual-channel hybrid channel supply chain model for manufacturers and retailers,building market segmentation,consumer shopping channel preferences,and old A consumer-based strategy model for factors such as product depreciation,solving the impact of various factors on the manufacturer's strategy choices and profits,and deriving the manufacturer's decision-making basis.Finally,comparing the different strategies under the same channel and the advantages and disadvantages of different channels under the same strategy,the company will give certain enlightenment and theoretical guidance.The conclusions of the study indicate that the decision-making choice of the manufacturer is mainly influenced by the consumer market structure(the ratio of new and old customers),the relevant factors of the old customers(the depreciation of the old products,the brand recognition),and the actual analysis is obtained by the example:The offline channel is still a mixed channel,and the manufacturer's implementation of the old-for-new strategy is always dominant,and the greater the proportion of the old customer market,the greater the profit margin between the two strategies;under the same strategy,the mixed channel can be compared to the single retail channel.Get more profit,but with the greater preference of consumer e-commerce channels,the trend of manufacturers' profit growth in both channels is more gradual.