基于供应链协调的延长担保分销渠道研究

发布时间：2018-04-13 03:02

本文选题：供应链管理 + 延长担保　；参考：《中国科学技术大学》2017年硕士论文

【摘要】：近些年来,面对经济全球化的加速推进以及日益激烈的市场竞争,制造商开始将自身的价值链从单纯的产品领域延伸至产品服务领域。担保服务是产品售后服务中不可或缺的一项,基本上可以分为基本担保和延长担保。延长担保其实就是一种服务计划,具体指在制造商的基本担保期满之后,提供商在一段时间内为产品提供免费或低价的一些维修服务。作为企业吸引消费者的一种营销手段,产品的延长担保服务在给消费者带来优惠的同时也为企业发现了新的利润源泉。现在产品延长担保已然成为企业改善产品质量、提高消费者满意度的有力方式。早期的时候,延长担保都是由产品制造商提供的。随着延长担保的普及及其可观的利润空间,近年来零售商和第三方供应商也都开始密切关注延长担保市场并向消费者提供延长担保服务。但是,生活中仍然存在很多大型的产品制造商通过间接销售、直销以及双渠道的销售方式提供延长担保服务的实例。就电器类产品而言,目前在国内市场中提供原厂延长担保服务的制造商包括:戴尔、联想、海尔等。所以对于制造商而言,选择何种渠道销售延长担保以及如何设计延长担保是亟待解决的问题。针对市场上比较常见的几种制造商关于延长担保分销渠道,本文将通过构建斯坦科尔伯格博弈模型,结合消费者风险偏好和延长担保长度,从微观层面定量分析了制造商延长担保的四种分销渠道的选择问题。同时从双重边际效应和互补品效应的角度定性分析了不同渠道之间利润不同的深层原因。我们尝试根据博弈理论模型解决以下几个问题:不同的分销渠道如何影响延长担保的最优长度以及四种模型中延长担保最优长度的大小关系如何?制造商是否应直接或通过零售商销售延长担保?不同的分销渠道如何影响制造商、零售商以及供应链系统的利润?
[Abstract]:In recent years, in the face of the acceleration of economic globalization and increasingly fierce market competition, manufacturers began to extend their value chain from pure products to products and services.Guarantee service is an indispensable part of product after-sales service, which can be divided into basic guarantee and extended guarantee.Extension of warranty is actually a service plan, which means that after the expiration of the manufacturer's basic guarantee, the provider provides some maintenance services for the product for a period of time free of charge or at a low price.As a marketing means to attract consumers, the extended guarantee service of products not only brings preferential benefits to consumers, but also finds a new source of profits for enterprises.Now product extension guarantee has become a powerful way for enterprises to improve product quality and improve consumer satisfaction.In the early days, the extended warranty was provided by the product manufacturer.With the popularity of extended guarantees and their considerable profit margins, retailers and third-party suppliers have also been paying close attention to extending the guarantee market and providing extended guarantee services to consumers in recent years.However, there are still many examples of large manufacturers offering extended guarantee services through indirect, direct and dual channels of sale.As far as electrical products are concerned, the manufacturers currently offering extended warranty services in the domestic market include: Dell, Lenovo, Haier and so on.So for manufacturers, choosing which channel to extend the guarantee and how to design the extended guarantee is an urgent problem.In this paper, we will build a Stainkelberg game model, combine consumer risk preference and extend the length of guarantee, aiming at some common manufacturers in the market about extending the guarantee distribution channel.This paper quantitatively analyzes the choice of four kinds of distribution channels for the manufacturer to extend the guarantee from the micro level.At the same time, this paper qualitatively analyzes the deep reasons for the difference of profit between different channels from the point of view of double marginal effect and complementary effect.We try to solve the following problems according to the game theory model: how do different distribution channels affect the optimal length of extended guarantee and the relationship between the optimal length of extended guarantee and the four models?Should the manufacturer extend the warranty directly or through retail sales?How do different distribution channels affect the profits of manufacturers, retailers, and supply chain systems?
【学位授予单位】：中国科学技术大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274

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