供应链管理视角下产品延保服务模式选择与运营策略研究

发布时间：2018-02-13 13:54

本文关键词： 供应链管理产品延保服务模式选择运营策略博弈论　出处：《江西财经大学》2013年博士论文　论文类型：学位论文

【摘要】：伴随着服务业的迅猛发展,传统制造业和服务业之间呈现出了融合互动和共同发展的新趋势。不同产业间合作的增强,以及先进科学技术的共享都使得服务业和制造业间的边界变得模糊,制造业、零售业向服务业领域拓展的现象愈加明显。现代商业要求企业不仅要关注产品本身,还需要注重提供相应的产品延保服务,制造企业开始向产品服务领域延伸价值链,为自己的产品提供增值服务,在耐用产品生命周期中,客户支持或售后服务阶段所占的时间比较长,如产品备件更换、产品维护和维修、软件更新等服务逐渐成为争夺市场、树立品牌和增加利润的来源。不仅制造商重视向消费者提供售后支持,销售商也开始向产品服务领域延伸价值链。为便于消费者服务及成本等原因,也出现了由制造商或零售商委托第三方提供服务的模式。当消费者在购买耐用品时,再选择支付一定的费用,可以享受产品在免费保修期以外的产品服务,即产品延保服务。产品延保服务一方面可以为消费者在付出少量费用的同时享受更多的产品服务；另一方面为厂商提升顾客的忠诚度、稳固与拓展市场,同时获取服务业务收入,开辟新的利润增长点。在实践中,绝大多数产品是通过零售商销售的,而为产品提供或销售延保服务的不仅有零售商、制造商,还有第三方服务商。服务商在提供服务的同时需支付一定的服务成本,产品服务的投入与产出逐渐成为关注的焦点。本文考虑一层供应链、主从式二层供应链、二层的竞争供应链前提下,对延保服务由零售商、制造商、零售商委托第三方服务商和制造商委托第三方服务商等多种模式进行分析和比较。本文的核心问题是：基于供应链管理的视角,产品延保服务选用何种提供模式、何种销售渠道模式以及何种运营策略可以使供应链系统各成员利润最大化以及供应链系统达到最优。本文的主要研究工作： (1)探寻制造厂商产品延保服务的市场化策略,从制造厂商服务与产品质量间的关联中寻找合适的切入点。 (2)具体探索产品延保服务的模式选择策略。寻找基于服务成本比较的服务模式选择策略。 (3)具体分析产品延保服务水平对销售模式的选择的影响。揭示服务水平对供应链双边际效应及互补效应的影响。 (4)探索消费者对产品延保服务的模式选择策略的影响。揭示基于消费者服务需求敏感指数对产品延保服务设计、提供和销售的影响。为供应链的产品延保服务市场化或者外包化等提供决策支持。 (5)探究产品延保服务对竞争供应链策略的影响。得出产品延保服务影响下竞争产品的销售和设计策略。 (6)研究外部竞争环境对产品延保服务设计、提供和销售策略的影响。表明了强化产品延保服务是厂商全球化竞争中保持持续竞争力的重要手段。本文的主要结论为： (1)制造商可以适当提高产品销售价格,小幅度降低产品延保服务价格,既显示出了产品质量水平,又能够促进消费者对产品延保服务的需求。 (2)在主从式二层供应链系统中,产品的延保服务选择由制造商还是零售商来提供,与二者的服务成本系数比值有关。 (3)产品延保服务水平对M模式和R模式下制造商利润的影响均符合边际效益递减规律。延保服务水平对制造商延保服务销售渠道选择的影响是分段的。 (4)在没有第三方服务商的前提下,不管消费者延保服务需求敏感指数大小如何,制造商始终愿意由零售商提供延保服务,而零售商却需要权衡不同模式下的敏感指数关系,选择合适的渠道模式。 (5)随着零售商产品促销努力效率系数的增大,零售商更有动力进行产品延保服务的销售,而对于具有产品基本保修服务不同优势的制造商,零售商产品延保服务的销售对其利润的影响不同。 (6)在产品市场垄断的环境下,供应链成员提供产品延保服务的选择取决于服务提供成本的大小。在产品市场竞争的环境下,供应链成员提供产品延保服务的选择取决于服务提供成本的大小和竞争制造商的产品基本保修服务期限。本文的创新点和贡献： (1)构建了反映消费者风险规避程度的产品和产品延保服务需求函数,探讨了产品延保服务水平对供应链中双边际效应及互补效应的影响。 (2)定义了反映消费者对产品服务的需求敏感指数,将产品延保服务模式扩展到允许外包给第三方服务提供商的背景下,以消费者敏感指数作为参数给出了服务模式选择策略。 (3)引入二维空间模型刻画消费者的产品及服务偏好,探寻了产品延保服务的提供和销售对竞争供应链相关策略的影响。 (4)给出了产品市场垄断时以及产品市场竞争时的供应链产品延保服务提供和运营策略,提出了两种市场环境下的供应链协调策略。
[Abstract]:Along with the rapid development of service industry, between traditional manufacturing industry and service industry shows a new trend of integration and interaction and common development. To strengthen the cooperation between different industries, sharing and advanced science and technology makes the service industry and manufacturing industry boundaries become blurred, more and more manufacturing industry, expand the retail industry to service industry field the phenomenon is obvious. The modern commercial requirements of enterprises should not only focus on the product itself, but also need to pay attention to provide the corresponding product warranty service, manufacturing enterprises to extend the value chain to the related products and services, provide value-added services for their products, the durable product life cycle, customer support or customer service service stage for a long time such as product, product maintenance and replacement of spare parts, maintenance, software updates and other services have gradually become the competition for the market, set up the source of brand and increase profits. Not only the manufacturer attach importance to consumers For customer service support, retailers have begun to extend the value chain to the products and services for consumers. For reasons of service and cost, there is provided by the manufacturer or retailer to entrust the third party service pattern. When consumers in the purchase of durable goods, and then choose to pay a fee, you can enjoy the products outside the warranty period for free products and services, product warranty service. Product warranty service for consumers can enjoy a variety of products and services in pay a small fee at the same time; on the other hand, to enhance customer loyalty and stable manufacturers, expand the market, at the same time to obtain the service business income, open up new profit growth point.
In practice, the vast majority of products are sold through retailers, and for products or sales warranty service not only manufacturers, retailers, and third party service providers. Service providers in service at the same time the need to pay the cost of service of the input and output of products and services gradually become the focus of attention. This paper considers a supply chain, master-slave two echelon supply chain, the competition of supply chain under the premise of the two layer, the manufacturer for warranty service by retailers, retailers, commissioned third party service providers and manufacturers to entrust the third party service providers and other modes are analyzed and compared. The core issue of this paper is: Based on the perspective of supply chain management, product how to choose to provide warranty service mode, what mode of sales channels and the kind of operation strategy can make the profit maximization of each member of supply chain system and supply chain system to achieve the best.
The main research work of this article is:
(1) exploring the marketing strategy of the manufacturer's product extension service, looking for the appropriate entry point from the association between the manufacturer's service and the quality of the product.
(2) to explore the mode selection strategy of product extension service, and to find a service mode selection strategy based on service cost comparison.
(3) the impact of product extension service level on the selection of sales model is analyzed in detail, and the effect of service level on the dual marginal effect and complementary effect of supply chain is revealed.
(4) to explore the impact of consumers on the mode selection strategy of product extension service. We reveal the impact of consumer demand sensitive index on product extension service design, provision and sales, providing decision support for product extension, service marketing, outsourcing, etc.
(5) to explore the effect of product extension service on the strategy of competitive supply chain, and to draw the strategy of marketing and design of competitive products under the influence of product extension service.
(6) study the impact of external competitive environment on product extension service design, offer and sales strategy. It shows that strengthening product extended warranty service is an important means for manufacturers to maintain sustained competitiveness in global competition.
The main conclusions of this paper are as follows:
(1) manufacturers can increase product sales price and reduce product warranty service price, which not only shows product quality level, but also promotes consumers' demand for product extended warranty service.
(2) in the master-slave two layer supply chain system, the selection of product extension service is provided by the manufacturer or the retailer, which is related to the ratio of the service cost coefficient of the two.
(3) the effect of product extended service level on the profit of M and R mode is in line with the law of diminishing marginal utility. The effect of extended service level on the choice of sales channel of manufacturers' extended warranty service is segmented.
(4) without the third party service providers, regardless of the size of consumer demand sensitive index, the manufacturer always willing to provide extended service to retailers, while retailers need to weigh the sensitive index relationship under different modes and choose the appropriate Qu Daomo formula.
(5) with the increase of retailer's sales promotion effort efficiency coefficient, retailers are more motivated to sell products extended warranty services, but for those manufacturers with different advantages in basic warranty services, the sales of product extension services have different impacts on their profits.
(6) the monopoly in the product market environment, supply chain members provide extended warranty service products depends on the size of the cost to provide services. In the product market competition environment, the product warranty service period of supply chain members provide extended warranty service products depends on the size of the cost for the manufacturer to provide service to He Jing.
The innovation and contribution of this article:
(1) we constructed the demand function of product and product extension service reflecting the degree of consumer risk aversion, and discussed the influence of product extension service level on double marginal effect and complementary effect in supply chain.
(2) defined the demand sensitive index that reflects the consumer's demand for product services, extended the extended service mode to allow the outsourcing to the third party service providers, and gave the service mode selection strategy with the consumer sensitivity index as the parameter.
(3) introduce two dimensional space model to portray consumers' preferences for products and services, and explore the impact of product extension service provision and sales on competitive supply chain related strategies.
(4) giving product's extended service provision and operation strategy in product market monopoly and product market competition, and putting forward two supply chain coordination strategies under market environment.

【学位授予单位】：江西财经大学
【学位级别】：博士
【学位授予年份】：2013
【分类号】：F424;F719;F274

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