本文關(guān)鍵詞： 供應(yīng)鏈管理 產(chǎn)品延保服務(wù) 模式選擇 運(yùn)營(yíng)策略 博弈論　出處：《江西財(cái)經(jīng)大學(xué)》2013年博士論文　論文類型：學(xué)位論文

【摘要】：伴隨著服務(wù)業(yè)的迅猛發(fā)展,傳統(tǒng)制造業(yè)和服務(wù)業(yè)之間呈現(xiàn)出了融合互動(dòng)和共同發(fā)展的新趨勢(shì)。不同產(chǎn)業(yè)間合作的增強(qiáng),以及先進(jìn)科學(xué)技術(shù)的共享都使得服務(wù)業(yè)和制造業(yè)間的邊界變得模糊,制造業(yè)、零售業(yè)向服務(wù)業(yè)領(lǐng)域拓展的現(xiàn)象愈加明顯�，F(xiàn)代商業(yè)要求企業(yè)不僅要關(guān)注產(chǎn)品本身,還需要注重提供相應(yīng)的產(chǎn)品延保服務(wù),制造企業(yè)開始向產(chǎn)品服務(wù)領(lǐng)域延伸價(jià)值鏈,為自己的產(chǎn)品提供增值服務(wù),在耐用產(chǎn)品生命周期中,客戶支持或售后服務(wù)階段所占的時(shí)間比較長(zhǎng),如產(chǎn)品備件更換、產(chǎn)品維護(hù)和維修、軟件更新等服務(wù)逐漸成為爭(zhēng)奪市場(chǎng)、樹立品牌和增加利潤(rùn)的來源。不僅制造商重視向消費(fèi)者提供售后支持,銷售商也開始向產(chǎn)品服務(wù)領(lǐng)域延伸價(jià)值鏈。為便于消費(fèi)者服務(wù)及成本等原因,也出現(xiàn)了由制造商或零售商委托第三方提供服務(wù)的模式。當(dāng)消費(fèi)者在購(gòu)買耐用品時(shí),再選擇支付一定的費(fèi)用,可以享受產(chǎn)品在免費(fèi)保修期以外的產(chǎn)品服務(wù),即產(chǎn)品延保服務(wù)。產(chǎn)品延保服務(wù)一方面可以為消費(fèi)者在付出少量費(fèi)用的同時(shí)享受更多的產(chǎn)品服務(wù)；另一方面為廠商提升顧客的忠誠(chéng)度、穩(wěn)固與拓展市場(chǎng),同時(shí)獲取服務(wù)業(yè)務(wù)收入,開辟新的利潤(rùn)增長(zhǎng)點(diǎn)。 在實(shí)踐中,絕大多數(shù)產(chǎn)品是通過零售商銷售的,而為產(chǎn)品提供或銷售延保服務(wù)的不僅有零售商、制造商,還有第三方服務(wù)商。服務(wù)商在提供服務(wù)的同時(shí)需支付一定的服務(wù)成本,產(chǎn)品服務(wù)的投入與產(chǎn)出逐漸成為關(guān)注的焦點(diǎn)。本文考慮一層供應(yīng)鏈、主從式二層供應(yīng)鏈、二層的競(jìng)爭(zhēng)供應(yīng)鏈前提下,對(duì)延保服務(wù)由零售商、制造商、零售商委托第三方服務(wù)商和制造商委托第三方服務(wù)商等多種模式進(jìn)行分析和比較。本文的核心問題是：基于供應(yīng)鏈管理的視角,產(chǎn)品延保服務(wù)選用何種提供模式、何種銷售渠道模式以及何種運(yùn)營(yíng)策略可以使供應(yīng)鏈系統(tǒng)各成員利潤(rùn)最大化以及供應(yīng)鏈系統(tǒng)達(dá)到最優(yōu)。 本文的主要研究工作： (1)探尋制造廠商產(chǎn)品延保服務(wù)的市場(chǎng)化策略,從制造廠商服務(wù)與產(chǎn)品質(zhì)量間的關(guān)聯(lián)中尋找合適的切入點(diǎn)。 (2)具體探索產(chǎn)品延保服務(wù)的模式選擇策略。尋找基于服務(wù)成本比較的服務(wù)模式選擇策略。 (3)具體分析產(chǎn)品延保服務(wù)水平對(duì)銷售模式的選擇的影響。揭示服務(wù)水平對(duì)供應(yīng)鏈雙邊際效應(yīng)及互補(bǔ)效應(yīng)的影響。 (4)探索消費(fèi)者對(duì)產(chǎn)品延保服務(wù)的模式選擇策略的影響。揭示基于消費(fèi)者服務(wù)需求敏感指數(shù)對(duì)產(chǎn)品延保服務(wù)設(shè)計(jì)、提供和銷售的影響。為供應(yīng)鏈的產(chǎn)品延保服務(wù)市場(chǎng)化或者外包化等提供決策支持。 (5)探究產(chǎn)品延保服務(wù)對(duì)競(jìng)爭(zhēng)供應(yīng)鏈策略的影響。得出產(chǎn)品延保服務(wù)影響下競(jìng)爭(zhēng)產(chǎn)品的銷售和設(shè)計(jì)策略。 (6)研究外部競(jìng)爭(zhēng)環(huán)境對(duì)產(chǎn)品延保服務(wù)設(shè)計(jì)、提供和銷售策略的影響。表明了強(qiáng)化產(chǎn)品延保服務(wù)是廠商全球化競(jìng)爭(zhēng)中保持持續(xù)競(jìng)爭(zhēng)力的重要手段。 本文的主要結(jié)論為： (1)制造商可以適當(dāng)提高產(chǎn)品銷售價(jià)格,小幅度降低產(chǎn)品延保服務(wù)價(jià)格,既顯示出了產(chǎn)品質(zhì)量水平,又能夠促進(jìn)消費(fèi)者對(duì)產(chǎn)品延保服務(wù)的需求。 (2)在主從式二層供應(yīng)鏈系統(tǒng)中,產(chǎn)品的延保服務(wù)選擇由制造商還是零售商來提供,與二者的服務(wù)成本系數(shù)比值有關(guān)。 (3)產(chǎn)品延保服務(wù)水平對(duì)M模式和R模式下制造商利潤(rùn)的影響均符合邊際效益遞減規(guī)律。延保服務(wù)水平對(duì)制造商延保服務(wù)銷售渠道選擇的影響是分段的。 (4)在沒有第三方服務(wù)商的前提下,不管消費(fèi)者延保服務(wù)需求敏感指數(shù)大小如何,制造商始終愿意由零售商提供延保服務(wù),而零售商卻需要權(quán)衡不同模式下的敏感指數(shù)關(guān)系,選擇合適的渠道模式。 (5)隨著零售商產(chǎn)品促銷努力效率系數(shù)的增大,零售商更有動(dòng)力進(jìn)行產(chǎn)品延保服務(wù)的銷售,而對(duì)于具有產(chǎn)品基本保修服務(wù)不同優(yōu)勢(shì)的制造商,零售商產(chǎn)品延保服務(wù)的銷售對(duì)其利潤(rùn)的影響不同。 (6)在產(chǎn)品市場(chǎng)壟斷的環(huán)境下,供應(yīng)鏈成員提供產(chǎn)品延保服務(wù)的選擇取決于服務(wù)提供成本的大小。在產(chǎn)品市場(chǎng)競(jìng)爭(zhēng)的環(huán)境下,供應(yīng)鏈成員提供產(chǎn)品延保服務(wù)的選擇取決于服務(wù)提供成本的大小和競(jìng)爭(zhēng)制造商的產(chǎn)品基本保修服務(wù)期限。 本文的創(chuàng)新點(diǎn)和貢獻(xiàn)： (1)構(gòu)建了反映消費(fèi)者風(fēng)險(xiǎn)規(guī)避程度的產(chǎn)品和產(chǎn)品延保服務(wù)需求函數(shù),探討了產(chǎn)品延保服務(wù)水平對(duì)供應(yīng)鏈中雙邊際效應(yīng)及互補(bǔ)效應(yīng)的影響。 (2)定義了反映消費(fèi)者對(duì)產(chǎn)品服務(wù)的需求敏感指數(shù),將產(chǎn)品延保服務(wù)模式擴(kuò)展到允許外包給第三方服務(wù)提供商的背景下,以消費(fèi)者敏感指數(shù)作為參數(shù)給出了服務(wù)模式選擇策略。 (3)引入二維空間模型刻畫消費(fèi)者的產(chǎn)品及服務(wù)偏好,探尋了產(chǎn)品延保服務(wù)的提供和銷售對(duì)競(jìng)爭(zhēng)供應(yīng)鏈相關(guān)策略的影響。 (4)給出了產(chǎn)品市場(chǎng)壟斷時(shí)以及產(chǎn)品市場(chǎng)競(jìng)爭(zhēng)時(shí)的供應(yīng)鏈產(chǎn)品延保服務(wù)提供和運(yùn)營(yíng)策略,提出了兩種市場(chǎng)環(huán)境下的供應(yīng)鏈協(xié)調(diào)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.

【學(xué)位授予單位】：江西財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：博士
【學(xué)位授予年份】：2013
【分類號(hào)】：F424;F719;F274

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