细分市场条件下产品/服务配置策略研究

Research on strategy of product/service configuration under market segment

运用机制设计理论,建立了企业与客户间的委托代理模型,并以利润为目标函数,设计了细分市场条件下企业作为委托人面对不同客户对产品/服务进行配置的策略.最后,通过算例进行了仿真分析,仿真结果证明,企业可以通过提高客户对产品/服务配置的偏好,提升客户等级,达到与客户的双赢.

A principal-agent modeling between enterprise and customer is analyzed in this paper,based on the theory of mechanism design.And the product/service configuration was designed for different customers using the enterprise profit as an objective function.A simulation analysis is also presented by an example.It is proved that the enterprise can achieve the win-win with customers by improving customers＇ preference and promoting the grade of customers.