“以旧换新”政策的营销价值分析

Analysis of the Marketing Value of the “Trade-In” Policy

摘要: 随着我国电商行业步入存量竞争阶段，平台面临流量成本攀升与用户价值增长乏力的双重压力。2024年国家推出的消费品“以旧换新”政策，为电商平台提供了破解增长困局的重要战略契机，推动其从清库存工具升级为可持续增长的复合型战略引擎。本文以资源基础观为理论统领，结合顾客资产理论与心理账户理论，系统阐释该政策如何助力平台在四个维度构建竞争优势：其一，通过精准引流与价格感知重构，积累稀缺流量资源；其二，依托用户激活、复购与粘性培养，深化客户资源运营；其三，基于数据采集、分析与赋能，构建独特的数据资源价值链；其四，借势绿色政策导向，塑造稀缺的绿色品牌资产。研究同时指出，政策落地仍面临信任机制缺失、逆向物流成本高、数据协同壁垒等现实挑战，需通过标准统一、成本分摊与数据共享等路径予以优化。本文旨在为电商平台在存量竞争中转化政策红利、实现长期增长提供理论参考与实践指引。

Abstract: As China’s e-commerce industry enters a stage of stock competition, platforms are facing dual pressures of rising traffic acquisition costs and sluggish growth in customer value. The consumer goods “trade-in” policy launched by the state in 2024 provides e-commerce platforms with a significant strategic opportunity to address growth challenges, transforming trade-in from a mere inventory-clearing tool into a composite strategic engine for sustainable growth. Guided by the Resource-Based View (RBV) as the overarching theoretical framework and incorporating Customer Asset Theory and Mental Accounting Theory, this paper systematically explains how the policy helps platforms build competitive advantages across four dimensions: first, accumulating scarce traffic resources through precise traffic acquisition and price perception restructuring; second, deepening customer resource operations through user activation, repurchase, and loyalty cultivation; third, constructing a unique data resource value chain based on data collection, analysis, and empowerment; and fourth, shaping scarce green brand assets by leveraging green policy orientation. The study also points out that policy implementation still faces practical challenges such as lack of trust mechanisms, high reverse logistics costs, and data collaboration barriers, which require optimization through unified standards, cost-sharing, and data-sharing pathways. This paper aims to provide theoretical reference and practical guidance for e-commerce platforms to convert policy dividends into long-term growth in the context of stock competition.