考虑以旧换新的线上延保服务供应链策略优化

Optimization of Supply Chain Strategy for Online Extended Warranty Services Considering Old-for-new Trade-in

针对线上“以旧换新+延保服务”模式下的供应链策略优化问题,构建了一个提供线上延保服务和以旧换新服务的线上线下双渠道供应链,考虑制造商与零售商两阶段Stackelberg博弈,分集中决策和分散决策两种情形分析以旧换新下的线上延保服务供应链策略,进而进行仿真分析,明确了以旧换新下的线上延保服务供应链决策机制,研究表明:在供应链定价上,产品批发价、产品直营零售价、产品线上零售价格均与市场竞争程度呈正向变化关系;产品批发价、延保服务价格、以旧换新差价与产品线上基础市场份额呈正向变化关系,而产品直营零售价则与之呈负向变化关系;延保服务价格和以旧换新差价与延保服务期限呈正向变化关系,而产品线上零售价格则与之呈负向变化关系。在供应链需求上,产品线上需求、延保服务需求、以旧换新需求与产品线上基础市场份额呈正向变化关系,与延保服务期限呈正向变化关系。在供应链利润上,随着产品线上基础市场份额增大,直营零售利润呈现下降趋势,线上零售利润呈现持续上涨趋势,集中决策下供应链总利润更高;随着延保服务期限的延长,集中决策下供应链总利润更高。研究结论可为企业开展电子商务下的产品以旧换新活动和延保服务供应链运营与管理提供参考。

With the continuous market expansion of the digital and e-commerce economy and under the old-for-new trade-in policy,it is urgently necessary to study the optimal supply chain strategy for enterprises adopting the online"old-for-new trade-in+extended warranty service"business mode.To this end,in this paper,we constructed an online and offline dual-channel supply chain which provides online extended warranty and old-for-new trade-in services.Considering the two-stage Stackelberg game between the manufacturers and the retailers,we analyzed the online extended warranty service supply chain strategy under the old-for-new trade-in policy in centralized and decentralized decision-making scenarios and then had a simulation analysis to clarify the decision-making mechanism of the online extended warranty service supply chain under the old-for-new trade-in policy.The result obtained showed that:(1)In terms of supply chain pricing,the wholesale price,direct retail price and online retail price of the product are all positively correlated with the degree of market competition;the wholesale price,extended warranty price and trade-in price difference are positively correlated with the share of the product in the basic online market,while the direct retail price is negatively correlated with it;the extended warranty price and trade-in price difference are positively correlated with the extended warranty period,while the online retail price is negatively correlated with it.(2)In terms of supply chain demand,the online demand,extended warranty service demand,and trade-in demand of the product are positively correlated with the share of the product in the basic online market and the extended warranty service period.(3)In terms of supply chain profit,as the share of the product in the basic online market increases,the direct retail profit shows a downward trend,while the online retail profit stays on a continuous upward curve.The total profit of the supply chain is higher under centralized decision-making;and as the extended warranty service period is extended,the total profit of the supply chain is higher under centralized decision-making.The research conclusions can provide the following reference for companies in the extended warranty service supply chain:(1)The manufacturer(or direct retailer)should appropriately lower the retail price of a product to attract consumers to buy offline,and at the same time appropriately increase the online retail price,online extended warranty service price,and trade-in difference price to alleviate the conflict and competition between the online and offline sales channels;(2)The manufacturer(or direct retailer)or online retailer should build a centralized online extended warranty service supply chain to seek higher total supply chain profit,while also cultivating market demand for their products,extended warranty services,and oldfor-new trade-in services.