延长耐用品保修服务市场行为策略研究

Study on Market Behavior Strategy of the Extended Warranty Service for Durable Goods

基于耐用品与保修服务的间接网络效应消费,研究厂商延长保修服务的市场行为策略.以消费者承担的长期平均消费成本为载体构建模型,分析基本保修期结束后消费者购买(不购买)延长保修服务及替换耐用品3种情形下最优的消费决策状态集.研究表明,影响消费者的延长保修服务需求因素有延长保修价格、耐用品价格及运行周期、消费者承担的维修成本、基本保修期、基本保修期外产品发生故障的次数及发生故障的累计运行时间等.基于消费决策,分析厂商延长保修服务时其市场份额从30%增到50%再增到100%的条件特征,为厂商延长保修服务进而扩大其产品市场份额提供专业策略建议.

The paper discusses the market behavior strategy of the extended warranty service for durable goods based on consumer decision-making of warranty.A model is built on the long-term average consumption cost borned by consumers and an analysis is made of the optimal set of state of the consumer decision-making under the three situations which are purchasing（not purchasing）the extended warranty service and replacing the durable goods after the basic warranty ends.The results show that the major factors that influence the consumers＇ demand for the extended warranty service include the prices of the extended warranty and durable goods,the operation cycle of durable goods,the maintenance cost borned by consumers,the basic warranty period,the number of breakdowns and the total time of breakdowns after the basic warranty ends.The conditions are analyzed for increasing market share from 30%to 50% and then to 100% when warranty service is extended.The study is helpful for manufacturers to make the extended warranty policy and enlarge the market share of their products.