双渠道供应链延保开放策略研究

Research on Extended Warranty Open Strategies in Dual-channel Supply Chain

考虑双渠道供应链,制造商和零售商分别在各自渠道销售相同产品和不同质量的延保。按照制造商和零售商是否向购买对方产品的消费者开放延保,将延保开放策略分为:双方均不开放延保、仅制造商开放延保、双方均开放延保。构建了三种不同策略下制造商和零售商Stackelberg博弈模型,对比分析了不同策略下的定价和利润。研究表明:制造商开放延保会使产品批发价降低,所以并不总能增加利润;同时,零售商延保定价降低,但当制造商延保成本较大时,零售商产品定价增加,所以零售商利润未必受损,有时还会增加。零售商开放延保会使产品批发价进一步降低,但延保定价保持不变。当制造商延保成本较小时,制造商开放延保能同时增加双方的利润。数值分析发现:零售商总是偏好于开放延保,当零售商延保水平较低或者制造商延保成本较小时,制造商应开放延保。

We study a dual-channel supply chain in which a manufacturer(he)sells the product through a retailer(she)and keeps a direct channel himself.Meanwhile,they provide extended warranty(EW)for consumers with heterougeneous quality levels.According to their strategies on whether to open the EW to the other channel,we have three senarios:no firm provides EW to the consumers purchasing products in the other channel;only the manufacturer provides EW to the consumers in the retailer;and both provide EW to all the consumers.We build a Stackelberg game model of the manufacturer and the retailer under three different open strategies of EW,and compare and analyze the pricing and profits of both sides under different strategies.Our analysis yields the following insights:if the manufacturer opens his EW,the wholesale price of products will be reduced,so this move does not always lead to a higher profit.Meanwhile,the retailer's EW price falls.But the retail price may rise when the cost of the manufacturer providing EW is low.Thus,the retailer may also benefit from the manfuacturer's EW open strategy.If the retailer opens her EW,the wholesale price of products will be reduced further,but the EW price is not affected.When the cost of the manufacturer providing EW is low,the manfuacturer's EW open strategy can increase the profits of both itself and the retailer.We further conduct a numerical study to show when the manufacturer and the retailer should open their EW.Our numerical study shows that the manufacturer should do so when the cost of the manufacturer providing EW is low,or the retailer's EW quality is low.Regardless of whether the manufacturer opens his EW,the retailer should always open her EW to all consumers.