体验式服务系统的“价格-速度”竞争策略研究

Optimal price-speed strategy in customer-intensive service system

本文研究体验式服务系统的“价格-速度”竞争策略.区别于服务速度越快消费者越满意的传统服务系统,在以医疗保健、个人护理、法律/管理咨询为代表的体验式服务系统中,服务速度越快,消费者可能越不满意,企业因此面临着服务速度与服务质量的两难抉择.基于排队理论,构建博弈模型,本文首先分析垄断结构下企业的价格与速度决策,然后分析竞争结构下的情形,最后对比两种结构下的均衡结果.研究发现:其一,竞争的引入并不一定降低服务价格,当市场规模在中间范围时,竞争反而引起服务价格的提高;其二,竞争的引入并不提高服务速度,但提高社会福利;其三,不同市场规模下,消费者的服务时间敏感度对企业的服务价格与服务速度决策影响不同.一些反直观结论有利于指导体验式服务系统下的企业运营实践.

This paper studies the optimal"price-speed"strategy in customer-intensive service systems which are represented by medical care,personal care and consultation industries.In the traditional service systems,customers will be more satisfied when the service speed increases.By contrast,in customer-intensive service systems,a higher service speed will make customers feel less satisfied.Thus,firms in customer-intensive service industries face the dilemma between service speed and service quality.In this paper,first,a monopoly firm 1 s optimal price-speed strategy is analyzed,and then the firms*optimal price-speed strategies are considered in a competitive environment.Results show that competition would not necessarily lead to lower service prices.Specifically,when the market size is in the middle range,competition can induce a higher service price.Meanwhile,market competition will drive down the service speed but increase social welfare.In addition,the impacts of service time sensitivity on the firm's optimal service price and service speed are different when market size varies.Some counter-intuitive conclusions are helpful to guide the practices of firms in customer-intensive service system.