基于多任务委托代理的混合产品生成激励机制

Incentive mechanism of hybrid offerings generation based on multi-task principle-agent model

实物产品与衍生服务有效匹配形成的混合产品能够实现供需双方的价值共创.针对混合产品生成过程中存在的委托代理关系,文章以产品制造与服务衍生两项任务为努力投入,借助Holmstrom-Milgrom激励理论构建了客户对制造企业的多任务委托代理模型,探究了供需双方决策的影响因素,并给出了制造企业努力均衡的策略.结果表明:客户最优激励系数及企业最优努力水平均与混合产品内部化边际收益正相关,与制造企业风险规避度、混合产品生成成本因子及任务成本相关性负相关;服务外部化边际收益及外部环境不确定性对客户两项任务的激励系数以及企业两项任务的努力水平均产生不同影响;混合产品的价值实现需要供需双方的共同努力以达到产品与服务的兼顾与均衡.

Hybrid offerings matched by products and their derivative services can achieve value co-creation for manufacturers and customers.Taking product manufacturing and service derivative as inputs,a multi-task principal-agent model with the customer as the principal and the manufacturer as the agent is constructed according to Holmstrom-Milgrom’s theory to solve the agency conflict in the generation process of hybrid offerings.The influence factors of the manufacturer’s and customer’s decisions are analyzed,and the efforts equilibrium strategies are given from the perspective of supply and demand.The results show that:the optimal customer’s incentive coefficients and the optimal efforts level of the manufacturer are positively associated with the internalized marginal revenue of hybrid offerings,and negatively associated with the risk attitudes of manufacturers,cost factor of hybrid offerings generation and cost relevance of two tasks;the marginal benefit of service externalization and the environment uncertainties of the two tasks have different effects on the customer’s incentive coefficients and manufacturer’s efforts level of the two tasks;the value realization of hybrid offerings needs joint efforts from both sides of supply and demand to reach a balance between products and services.