不同供应链结构下价格、保修期及质量水平决策的研究

发布时间：2018-06-25 15:31

本文选题：供应链结构 + 售后服务　；参考：《南京理工大学》2017年硕士论文

【摘要】：随着现代科技的高速发展以及经济全球化的影响,市场竞争更加激烈复杂,企业间的竞争策略也更多样化,从单一的价格竞争逐渐转变为价格、售后服务、产品质量以及服务质量等的全面竞争。在现代商品交易中,产品质量和保修期变得越来越重要。产品质量的高低不仅影响消费者的购买决策,还影响产品售前的生产成本以及产品售后的保修成本。对消费者而言,未经使用的产品很难直接判断其质量水平,所以此时保修期的长短可以作为反映产品质量的信号。但是保修期过短,会降低市场需求,保修期过长,又会增加保修成本。所以对于目标是利润最大化的制造商和零售商来说,如何得到价格、保修期和产品质量水平的均衡点显得尤其重要。本文研究了不同供应链结构下,在同时考虑价格、保修期和产品质量水平的基础上,如何使得制造商和零售商利润最大化的问题。首先,在单制造商和单零售商的简单两阶段供应链中,主要考虑了两种模型,集中决策模型和制造商作为Stackelberg领导者的模型,并得到了一些结论:对消费者来说,集中决策模型更能使之受益,并且两个模型中决策变量价格、保修期和质量水平成正比,另外当消费者的价格敏感度逐渐增大时,供应链成员可以通过降价来刺激消费者的购买意愿,并通过缩短保修期和降低质量水平来弥补降价带来的损失。其次,在双制造商和单零售商的两阶段供应链中,又分别考虑了两制造商生产竞争产品以及生产互补产品的情形,在这两种情形中,都分析了三种模型,集中决策模型,以及两制造商作为Stackelberg领导者时,两制造商合作模型和不合作模型,得到的一些结论:在生产竞争产品的情形下,三个模型中产品价格与竞争产品的价格、自身保修期和质量水平成正比,而与竞争产品保修期和质量水平成反比,并且对于任意一个制造商来说,当消费者对其产品价格敏感度很高时,两制造商不合作能提供较长保修期、较高质量水平的产品,反之,两制造商合作更能使消费者受益;在生产互补产品的情形下,三个模型中产品价格与自身以及互补产品保修期和质量水平成正比,而与互补产品价格成反比,并且当消费者对产品或者互补产品保修期敏感度逐渐增大时,制造商可采取提高价格来保证利润、增长保修期来吸引消费者并提高质量水平来节省保修成本;最后,在这两种情形下,都是集中决策模型更能使消费者受益。本文同时考虑价格、保修期和产品质量水平在两阶段供应链下的决策问题,研究背景更加符合现实情况,研究成果对于供应链参与者如何制定更加合理化的价格策略、保修服务以及如何控制产品质量具有一定的实用参考价值。
[Abstract]:With the rapid development of modern science and technology and the impact of economic globalization, the market competition is more intense and complex, and the competitive strategy among enterprises is more diversified, from a single price competition to a price, after-sales service. Overall competition in product quality and service quality. In modern commodity trading, product quality and warranty period become more and more important. The quality of the product not only affects the purchasing decision of the consumer, but also affects the production cost before sale and the warranty cost after the sale of the product. For consumers, it is difficult to judge the quality level of unused products directly, so the duration of warranty can be used as a signal to reflect the quality of products. However, too short warranty period will reduce market demand, too long warranty period, and will increase warranty costs. Therefore, for manufacturers and retailers whose goal is to maximize profits, it is particularly important to get the equilibrium points of price, warranty period and product quality level. In this paper, we study how to maximize the profit of manufacturers and retailers under different supply chain structures, taking into account the price, warranty period and product quality level at the same time. First of all, in the simple two-stage supply chain of single manufacturer and single retailer, two models, centralized decision model and manufacturer as Stackelberg leader, are considered, and some conclusions are drawn: for consumers, In both models, the price of decision variables, warranty period and quality level are proportional to each other, and when the price sensitivity of consumers increases gradually, Supply chain members can reduce prices to stimulate consumers' willingness to buy, and by shortening the warranty period and reducing the quality level to compensate for the loss of the price. Secondly, in the two-stage supply chain of double-manufacturer and single-retailer, the two manufacturers are considered to produce competitive products and complementary products respectively. In both cases, three models, centralized decision model, are analyzed. And two manufacturers as Stackelberg leader, the two manufacturers cooperation model and non-cooperation model, some conclusions: in the case of production of competitive products, the three models of product prices and the price of competing products, The warranty period is directly proportional to the quality level, but inversely proportional to the warranty period and quality level of the competing products, and for any manufacturer, when the consumer is highly sensitive to the price of their products, If the two manufacturers do not cooperate, they can provide products with a longer warranty period and a higher level of quality. Conversely, the cooperation between the two manufacturers can benefit consumers more; in the case of the production of complementary products, In the three models, the product price is directly proportional to itself and the warranty period and quality level of complementary products, but inversely proportional to the price of complementary products, and the sensitivity of consumers to the warranty period of products or complementary products increases gradually. Manufacturers can increase prices to ensure profits, extend warranty periods to attract consumers and improve quality levels to save warranty costs; finally, in both cases, centralized decision models are more beneficial to consumers. This paper also considers the decision of price, warranty period and product quality level in the two-stage supply chain, the research background is more in line with the reality, the research results for the supply chain participants how to formulate a more reasonable price strategy, Warranty service and how to control product quality have certain practical reference value.
【学位授予单位】：南京理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274

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