产品服务供应链中延保服务销售策略研究

Research on Sale Strategies of Extended Service in Product Service Supply Chain

针对由一个产品制造商和一个同时提供延保服务的零售商构成的产品服务供应链,研究产品与延保服务单独销售和捆绑销售两种策略。分别建立了两种销售策略下制造商和零售商的最优决策模型,分析了制造商与零售商的最优决策和最优利润,并对两种销售策略下供应链成员以及供应链整体利润进行比较,研究了不同情形下销售策略选择对供应链成员和供应链整体利润的影响。此外,分析了不同情形下最终的销售策略。研究结果表明,当捆绑销售策略对双方均不利(有利)时,供应链成员对采取单独(捆绑)销售策略达成一致;当捆绑销售策略对零售商有利但对制造商不利时,在某些条件下制造商会选择通过批发价格诱使零售商采取单独销售策略,否则制造商只能在捆绑销售策略下制定最优批发价格。最后通过算例进一步分析制造商和零售商的最优决策和利润。

Drawing up a product service supply chain composed of a product manufacturer and a retailer who provides extended warranty service,this paper explores the unbundling and bundling strategies of product and extended warranty service. We establish the optimal decision model of the manufacturer and the retailer under each of the two strategies and analyze the optimal decisions and profits of the manufacturer and the retailer. By comparing profits of the manufacturer,the retailer and the supply chain system under the two strategies,we illustrate the impacts of strategy selection on the supply chain members and the whole supply chain profits under different scenarios. In addition,the optimal sales strategy of the product service supply chain for each situation is obtained. The results show that when the bundling strategy is unfavorable( favorable) to manufacturer and retailer,they will choose the unbundling( bundling) strategy;when the bundling strategy is favorable to the retailer but detrimental to the manufacturer,the manufacturer may sometimes offer a wholesale price attractive enough for the retailer to adopt unbundling strategy. Otherwise,the manufacturer can only choose the optimal wholesale under bundling strategy.