面向价值共创的服务衍生供需决策优化研究

Value Co-creation in Service Derivative:Coordination between Consumers and Manufacturing Firm

针对制造企业服务衍生时,制造企业与客户间可能存在的'双重边际效应'问题,以制造企业服务衍生特征刻画为基础,构建了服务衍生供需价值创造模型,比较分析了分散和集中两种决策情形下的价值创造,发现集中决策下供需双方能够创造整体更高的价值,但制造企业存在陷入'服务悖论'的风险,由此,设计了有助于协调供需价值分配的收益共享契约。研究表明,收益共享契约能够缓解制造企业与客户间的'双重边际效应',契约能够激发制造企业以更为积极主动的态度改进服务衍生方案,提升方案的性价比,并由此促进市场需求,实现供需双方的价值共创。

As servitization becomes a popular strategy,many product-manufacturing firms offer derivative services based on their core products to create more value for consumers and to earn higher profit,i.e.to realize value co-creation.Offering services can be costly,especially when a firm improves service level,while consumers are not likely to pay for the corresponding service costs.As a result,the firm will choose to offer services with low service level and set a high price,which is similar to the so-called'doublemarginalization'in supply chain studies.In this paper the existence of double-marginalization when a product-manufacturing firm offers services is verified by building a model which is consist of a decentralized decision-making case and a centralized decision-making case.By comparing equilibrium prices,service levels and profits in the two cases,it is found that in centralized decision-making case the service level and the total profit are higher while the price and the firm’s profit are lower.Our finding suggests that consumers and the firm will create more value as a whole in centralized decision-making case while the firm will not choose centralized decision-making mode,i.e.double-marginalization exists when the firm offers services.Then,a revenue sharing contract is used to coordinate profit allocation between consumers and the firm.The conclusions show that the contract can alleviate double marginalization between consumers and the firm.With the contract,the firm will initiatively improve service level and lower price,demand will increase and value co-creation can be realized.At last,numerical experiments are conducted to show how revenue-sharing rate may influence price,demand and profit.