基于服务价格和质量承诺的服务商竞争策略研究

doi:10.3969/j.issn.1007-7375.2021.05.002

工业工程 ›› 2021, Vol. 24 ›› Issue (5): 9-17.doi: 10.3969/j.issn.1007-7375.2021.05.002

基于服务价格和质量承诺的服务商竞争策略研究

王建斌^1,2, 李程¹

1. 西安建筑科技大学管理学院，陕西西安 710055;
2. 西安航空学院管理学院，陕西西安 710077

收稿日期:2020-05-16 发布日期:2021-11-02
通讯作者: 李程 (1991—)，男，陕西省人，硕士，主要研究方向为运营及质量管理。E-mail: xcb@xauat.edu.cn E-mail:xcb@xauat.edu.cn
作者简介:王建斌 (1969—)，男，河北省人，高级工程师，主要研究方向为质量管理
基金资助:
陕西省社会科学基金重大资助项目(2020ZD01)；陕西省教育厅专项科研资助项目(19JK0450)；陕西省自然科学基础研究计划资助青年项目 (2021JQ-518)

Competitive Strategies of Service Providers Based on Service Price and Quality Guarantee

WANG Jianbin^1,2, LI Cheng¹

1. School of Management, Xi'an University of Architecture and Technology, Xi'an 710055, China;
2. School of Management, Xi'an Aeronautical University, Xi'an 710077, China

Received:2020-05-16 Published:2021-11-02

摘要/Abstract

摘要： 现有研究仅关注单一服务商的质量承诺决策，而忽视多个服务商关于服务价格和质量承诺的竞争策略。为弥补这种研究不足，本文的研究并不仅停留在单一的服务承诺研究，而是扩展到服务价格层面进行综合研究，以此探讨服务商竞争策略。本文构建3种竞争模型，并运用最优化方法研究，得到结论如下。1) 在基于服务价格的竞争模型中，当质量承诺水平一定时，一旦有服务商涨价，其他服务商会制定相同的决策。然而，一旦有服务商提高质量承诺水平，其他服务商会制定降价决策予以应对。2) 在基于质量承诺水平的竞争模型中，当服务价格一定时，一旦有服务商提高质量承诺水平，其他服务商会适当地降低质量承诺水平来减少服务失败时的补偿。一旦有服务商从服务价格层面提升竞争力，那么，为应对这种竞争策略，其他服务商就会从质量承诺方面进行补偿。3) 本文基于服务竞争策略研究而建立了竞争模型，从模型研究中发现，各个服务商之间必然存在纳什均衡。本文对服务市场竞争环境下，关于服务价格和质量承诺的竞争策略的制定有一定的实践指导意义。

关键词: 质量承诺, 定价, 竞争策略, 均衡决策

Abstract: Existing researches focus only on quality commitment decisions of a single provider and ignore the competitive strategies of multiple providers regarding service price and quality commitment. To make up for this deficiency, this research extends to the service price level comprehensive research, rather than constrained in a single service commitment research. To discuss service competition strategy, three competition models are built and the optimization method used. The research has found: (1) based on service price competition model, when quality commitment level is certain, once a service provider raises price, other service providers will make the same decision. However, once some service providers improve their quality commitment level, other service providers will respond with price reduction decisions. (2) In the competition model based on the quality commitment level, when the service price is certain, once a service provider improves the quality commitment level, other service providers will appropriately reduce the quality commitment level to reduce the compensation for service failure. Once some service providers improve their competitiveness from the service price level, other service providers will compensate in terms of quality commitment. (3) A competition model is established based on the study of service competition strategy. The model research shows that there must be a Nash equilibrium between service providers. A practical guidance can be induced for competitive strategies on service price and quality commitment in the service market.

Key words: quality guarantee, pricing, competitive strategy, equilibrium decision

中图分类号:

F272
C934

王建斌, 李程. 基于服务价格和质量承诺的服务商竞争策略研究[J]. 工业工程, 2021, 24(5): 9-17.

WANG Jianbin, LI Cheng. Competitive Strategies of Service Providers Based on Service Price and Quality Guarantee[J]. Industrial Engineering Journal, 2021, 24(5): 9-17.

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基于服务价格和质量承诺的服务商竞争策略研究

Competitive Strategies of Service Providers Based on Service Price and Quality Guarantee

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