基于供需行为博弈的制造企业混合产品提供模式

doi:10.3969/j.issn.1007-7375.2021.04.014

摘要/Abstract

摘要： 混合产品生成过程供需行为的非均衡性会导致客户低估服务的价值创造，进而影响混合产品的提供模式，为此，借助演化博弈方法构建供需行为博弈的复制动态方程，分析其演化的稳定策略，并基于演化结果提出适宜的混合产品提供模式。研究表明，供需行为演化结果印证了制造企业服务化的进程，且不同阶段存在相应的混合产品提供模式；在服务化的转型期，应优先考虑降低与有服务准备客户的交互成本，这将更有助于制造企业引导客户，并及时调整自身行为，使得客户感知服务价值趋高。

关键词: 混合产品, 提供模式, 供需行为, 演化博弈

Abstract: The non-equilibrium of supply and demand behavior in the production of hybrid offerings lead customers to underestimate the value of services, which affects the delivery mode of hybrid offerings. For this purpose, the replicated dynamics equations of supply and demand behavior game is formulated by the evolutionary game theory method, aiming to analyze the stable strategy of its evolution and propose suitable hybrid offerings delivery mode based on evolutionary results. The results indicate that the evolution of supply and demand behavior confirms the servitization process of manufacturing enterprises, and there are corresponding hybrid offerings delivery mode at different stage. During the transition period of servitization, manufacturing enterprises should give priority to reducing the cost of interaction with customers with service readiness, which will be better to guide customers and adjust their behavior to make customers perceive the value of services.

Key words: hybrid offerings, delivery mode, supply and demand behavior, evolutionary game

中图分类号:

F270.5

杨轩, 罗建强. 基于供需行为博弈的制造企业混合产品提供模式[J]. 工业工程, 2021, 24(4): 119-126.

YANG Xuan, LUO Jianqiang. Research on Hybrid Offerings Delivery Model of Manufacturing Enterprises Based on Game of Supply and Demand Behavior[J]. Industrial Engineering Journal, 2021, 24(4): 119-126.

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