基于服务水平的制造商延保服务销售渠道选择

工业工程 ›› 2012, Vol. 15 ›› Issue (6): 44-49.

基于服务水平的制造商延保服务销售渠道选择

1.重庆大学经济与工商管理学院，重庆 400044; 2.现代物流重庆市重点实验室，重庆 400030

出版日期:2012-12-31 发布日期:2013-01-15
作者简介:张旭梅(1966-)，女，四川省人，教授，博士，主要研究方向为现代制造与服务管理.
基金资助:
国家自然科学基金资助项目(71272086);教育部新世纪优秀人才支持计划资助项目(NCET-10-0884);国家科技支撑计划资助项目（2012BAF12B09）

Manufacturer's Sales Channel Selection for Extended Warranty Based on the Influence of Service Level

1.School of Economics & Business Administration, Chongqing University, Chongqing 400044，China; 2.Chongqing Key Laboratory of Logistics, Chongqing University, Chongqing 400030, China

Online:2012-12-31 Published:2013-01-15

摘要/Abstract

摘要： 基于顾客风险规避度，构建了延保服务需求函数，并运用Stackelberg主从博弈，分别构建了制造商通过零售渠道和直销渠道销售延保服务的利润模型，结合数值算例，比较分析了在双边际效应及互补效应共同作用下，延保服务的服务水平对2种销售模式下制造商利润的影响。研究发现：延保服务的服务水平对制造商2种销售模式下利润的影响符合边际效益递减规律。服务水平对2种渠道下制造商延保服务销售渠道选择的影响是分段的，服务水平较低时制造商选择零售渠道销售延保服务较为有利，而服务水平较高时制造商选择直销渠道销售延保服务更为有利。

关键词: 延保服务, 服务水平, 双边际效应, 互补效应, 渠道选择

Abstract: A demand function for extended warranty is constructed based on consumers risk aversion level. Then, by using Stackelberg game analysis, manufacturers profit models under both direct and retail channels are built. In considering double marginal and complementary effect, the impact of extended warranty service level on manufacturers profit is analyzed by combining numerical examples. Results show that the impact of service level on manufacturers profit for both channels is consistent with the diminishing marginal utility. Due to the combination of complementary effect and double marginal effect, service level has different effect on manufacturers channel selection for extended warranty at different level. The optimal choice for manufacturers is to sell extended warranty through retail channel when service level is low, and to sell it through direct channel when service level is high.

Key words: extended warranty, service level, double marginal effect, complementary effect, channel selection

张旭梅1,2，刘翔宇1,2，伏红勇1,2. 基于服务水平的制造商延保服务销售渠道选择[J]. 工业工程, 2012, 15(6): 44-49.

Zhang Xu-mei1,2， Liu Xiang-yu1,2， Fu Hong-yong1,2. Manufacturer's Sales Channel Selection for Extended Warranty Based on the Influence of Service Level[J]. Industrial Engineering Journal , 2012, 15(6): 44-49.

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