汽车制造商分时租赁模式采用及产品线策略研究

考虑自有平台和第三方平台两种分时租赁方式,将汽车质量划分为性能质量和环境质量,构建销售模式、纯分时租赁模式和混合模式下的产品线策略模型,研究制造商产品线策略与商业模式之间的相互作用。研究发现,同品牌产品间竞争和合并效应是分时租赁模式影响产品线策略的两个关键因素。同品牌产品间竞争的加剧和合并效应的增大都会激励企业选择性能更好的车型而忽略其环境表现。分时租赁模式能同时改进利润与产品环境表现,但存在条件:当消费者价格敏感性较低时,使用成本高且合并效应小是实现同时改进的条件;当消费者价格敏感较高时,使用成本低且合并效应小则是同时改进的条件。

Manufacturer’s Strategies on Per-Use Rental Adoption and Product Line

Considering the existence of self-owned and third-party rental platform, with automobile quality divided into functional quality and environmental quality, a mathematical model for product line strategy are established under the selling model, per-use rental model and the hybrid model, the interaction between product line strategy and business model choice is investigated. The research shows that cannibalization effect and pooling effect are key factors which determine the influence of car-sharing scheme on product line. When cannibalization or pooling effect is increasing, the manufacturer has incentive to adopt vehicles with higher functional quality and lower environmental quality. Car-sharing scheme is able to improve both profit and product environmental performance. But in a certain condition, when consumers have low price-sensitivity, high-level usage cost and low-level pooling effect are essential to improve both profit and product environmental performance at the same time. When consumers have high price-sensitivity, it is the condition to realize an overall improvement that usage cost and pooling effect are both at low level.