产品售后服务捆绑销售与营销策略演化

Product after-sales service bundling and marketing strategy evolution

产品的售后服务已成为影响消费者购买行为不可忽视的因素,企业通常会采取捆绑销售或单独销售的方式向消费者提供更优质的售后服务.考虑消费者的异质性并引入竞争导向型企业,通过构建Hotelling以及复制子动态演化博弈模型分析企业短期均衡价格以及长期演化稳定的销售策略.研究发现：较高的售后服务成本会促使一方采取捆绑销售策略并使得双方均获益,捆绑销售策略将与单独销售策略共存;非基本消费者比例越高单独销售策略越有利,单独销售策略将成为最终的演化稳定策略;相比较竞争导向型的企业而言,利润导向型企业更倾向于选择捆绑销售策略;仿真分析表明高售后服务成本下采取跟随策略的非理性企业会被淘汰,而在低售后服务成本下这一类型企业将会存在于市场上.

Product after-sales service has become an unneglectable impact on consumer behavior, companies usually provide consumers with better after-sales service by bundling or separate selling. The Hot（filing model and replicator dynamics evolutionary game model which consider the heterogeneity of eonsumers and competition-oriented enterprises are built to analyze short-term equilibrium pricing and long-term evolutionarily stable marketing strategy. Our research finds that the higher cost of after-sales service would encourage one party to adopt the bundling strategy and benefit both, and the bundling strategy would coexist with the separate selling strategy. The higher proportion of the non-base consumers, the more ben- eficial to separate selling strategy which will be the evolutionarily stable strategy ultimately. Compared to the eoinpetitive-oriented enterprises, the profit-oriented enterprises are more inclined to choose bundling strategy. The analysis of simulation shows that the irrational enterprises choosing following strategy will be eliminated when the after-sales service cost is high, and this type of enterprise will exist in the market when the after-sales service cost is low.