产品质量保证的延保定价研究

Setting price of extended warranty

随着消费者对产品质量的要求越来越高,延保越来越成为各大商家新的关注点.以往的文章一般都没有考虑维修商;而本文从生产商、维修商(专门进行维修服务)、消费者的角度出发,研究当维修商参与竞争时,生产商如何做出使自己受益最大化的定价策略;并提出了一种消费者灵活性较低的延保策略,生产商决定延长保证的长度并且消费者只能决定何时购买延长保证时,生产商和维修商之间不存在唯一的纳什均衡,也不存在上策均衡,但存在混合策略均衡;本文同时讨论了生产商定价需满足的条件;最终的结果可以使生产商更为有效的对延长保证进行定价;

With the increasing awareness of product quality, more and more manufacturers focus on the extended warranties. In the past, most of the researchers suppose the product will be repaired by the manufacturers regardless of whether there is a warranty. Focusing on the relationship among manufacturer, repairer and maintenance contractors, this paper provides a less flexible model： manufacturers decide the duration of the extended warranties while the buyers only decide when to buy the extended warranties. In such a case, there exists no unique N^sh equilibrium but a mixed stratege eqtfilibrium.