本文關鍵詞： 供應鏈管理 產品延保服務 模式選擇 運營策略 博弈論　出處：《江西財經大學》2013年博士論文　論文類型：學位論文

【摘要】：伴隨著服務業(yè)的迅猛發(fā)展,傳統(tǒng)制造業(yè)和服務業(yè)之間呈現(xiàn)出了融合互動和共同發(fā)展的新趨勢。不同產業(yè)間合作的增強,以及先進科學技術的共享都使得服務業(yè)和制造業(yè)間的邊界變得模糊,制造業(yè)、零售業(yè)向服務業(yè)領域拓展的現(xiàn)象愈加明顯。現(xiàn)代商業(yè)要求企業(yè)不僅要關注產品本身,還需要注重提供相應的產品延保服務,制造企業(yè)開始向產品服務領域延伸價值鏈,為自己的產品提供增值服務,在耐用產品生命周期中,客戶支持或售后服務階段所占的時間比較長,如產品備件更換、產品維護和維修、軟件更新等服務逐漸成為爭奪市場、樹立品牌和增加利潤的來源。不僅制造商重視向消費者提供售后支持,銷售商也開始向產品服務領域延伸價值鏈。為便于消費者服務及成本等原因,也出現(xiàn)了由制造商或零售商委托第三方提供服務的模式。當消費者在購買耐用品時,再選擇支付一定的費用,可以享受產品在免費保修期以外的產品服務,即產品延保服務。產品延保服務一方面可以為消費者在付出少量費用的同時享受更多的產品服務；另一方面為廠商提升顧客的忠誠度、穩(wěn)固與拓展市場,同時獲取服務業(yè)務收入,開辟新的利潤增長點。 在實踐中,絕大多數(shù)產品是通過零售商銷售的,而為產品提供或銷售延保服務的不僅有零售商、制造商,還有第三方服務商。服務商在提供服務的同時需支付一定的服務成本,產品服務的投入與產出逐漸成為關注的焦點。本文考慮一層供應鏈、主從式二層供應鏈、二層的競爭供應鏈前提下,對延保服務由零售商、制造商、零售商委托第三方服務商和制造商委托第三方服務商等多種模式進行分析和比較。本文的核心問題是：基于供應鏈管理的視角,產品延保服務選用何種提供模式、何種銷售渠道模式以及何種運營策略可以使供應鏈系統(tǒng)各成員利潤最大化以及供應鏈系統(tǒng)達到最優(yōu)。 本文的主要研究工作： (1)探尋制造廠商產品延保服務的市場化策略,從制造廠商服務與產品質量間的關聯(lián)中尋找合適的切入點。 (2)具體探索產品延保服務的模式選擇策略。尋找基于服務成本比較的服務模式選擇策略。 (3)具體分析產品延保服務水平對銷售模式的選擇的影響。揭示服務水平對供應鏈雙邊際效應及互補效應的影響。 (4)探索消費者對產品延保服務的模式選擇策略的影響。揭示基于消費者服務需求敏感指數(shù)對產品延保服務設計、提供和銷售的影響。為供應鏈的產品延保服務市場化或者外包化等提供決策支持。 (5)探究產品延保服務對競爭供應鏈策略的影響。得出產品延保服務影響下競爭產品的銷售和設計策略。 (6)研究外部競爭環(huán)境對產品延保服務設計、提供和銷售策略的影響。表明了強化產品延保服務是廠商全球化競爭中保持持續(xù)競爭力的重要手段。 本文的主要結論為： (1)制造商可以適當提高產品銷售價格,小幅度降低產品延保服務價格,既顯示出了產品質量水平,又能夠促進消費者對產品延保服務的需求。 (2)在主從式二層供應鏈系統(tǒng)中,產品的延保服務選擇由制造商還是零售商來提供,與二者的服務成本系數(shù)比值有關。 (3)產品延保服務水平對M模式和R模式下制造商利潤的影響均符合邊際效益遞減規(guī)律。延保服務水平對制造商延保服務銷售渠道選擇的影響是分段的。 (4)在沒有第三方服務商的前提下,不管消費者延保服務需求敏感指數(shù)大小如何,制造商始終愿意由零售商提供延保服務,而零售商卻需要權衡不同模式下的敏感指數(shù)關系,選擇合適的渠道模式。 (5)隨著零售商產品促銷努力效率系數(shù)的增大,零售商更有動力進行產品延保服務的銷售,而對于具有產品基本保修服務不同優(yōu)勢的制造商,零售商產品延保服務的銷售對其利潤的影響不同。 (6)在產品市場壟斷的環(huán)境下,供應鏈成員提供產品延保服務的選擇取決于服務提供成本的大小。在產品市場競爭的環(huán)境下,供應鏈成員提供產品延保服務的選擇取決于服務提供成本的大小和競爭制造商的產品基本保修服務期限。 本文的創(chuàng)新點和貢獻： (1)構建了反映消費者風險規(guī)避程度的產品和產品延保服務需求函數(shù),探討了產品延保服務水平對供應鏈中雙邊際效應及互補效應的影響。 (2)定義了反映消費者對產品服務的需求敏感指數(shù),將產品延保服務模式擴展到允許外包給第三方服務提供商的背景下,以消費者敏感指數(shù)作為參數(shù)給出了服務模式選擇策略。 (3)引入二維空間模型刻畫消費者的產品及服務偏好,探尋了產品延保服務的提供和銷售對競爭供應鏈相關策略的影響。 (4)給出了產品市場壟斷時以及產品市場競爭時的供應鏈產品延保服務提供和運營策略,提出了兩種市場環(huán)境下的供應鏈協(xié)調策略。
[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.

【學位授予單位】：江西財經大學
【學位級別】：博士
【學位授予年份】：2013
【分類號】：F424;F719;F274

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