网络外部性下考虑延保服务的供应链协调

Supply chain coordination for extended warranty provided by strong retailer under network externality

为研究网络外部性对延保服务和供应链协调的影响,运用博弈论构建了具网络外部性的两级延保服务供应链模型。在集中决策和分散决策两种决策模式下,分别探讨和比较了节点企业的商品定价、延保服务定价、服务质量决策及系统利润;分析了网络外部性对各决策变量和节点企业利润的影响,发现网络外部性加剧了供应链系统决策效率的损失;研究了该供应链系统的契约协调问题,发现传统的收入共享契约无法协调网络外部性下考虑延保服务的供应链系统,而通过改进的收益共享契约可以使该系统获得Pareto改善,有效实现协调。最后通过算例方法对所提方法进行了验证和分析。

To research the influence of network externalities on Extended Warranty （EW） and supply chian coordina- tion, a two-stage extended warranty supply chain model with net work externality was proposed by using game theo- ry. The retail price, EW price, EW quality decision and total system profit in centralized and decentralized model were discussed respectively. The influence of network externalities on decision variables and system profits were an- alyzed, which showed that the loss of supply chain decision efficiency was aggravated by network externality. The contract coordination of supply chain system was also researched, and the result showed that the supply chain sys- tem with extended warranty could not be coordinated by traditional revenue-sharing contract, while it could be coor- dinated and obtained Pareto improvement by improved revenue-sharing contract.