考虑延保服务质量水平的双渠道供应链策略研究
武汉纺织大学, 管理学院, 湖北武汉 430200
| 摘 要： | 延长保修服务近年来受到越来越多的关注，良好的延保服务质量水平可以促进需求，帮助企业树立形象。本文在考虑延保服务的双渠道供应链中，引入消费者对延保服务质量水平的敏感系数、传统零售渠道消费者所占比例等参数，分析对比三种模式下（制造商提供延保模式（M模式）、零售商提供延保的模式（R模式）和制造商与零售商同时提供延保的模式（MR模式））的定价及利润。研究结果表明：(1)随着消费者对延保服务质量水平敏感性的增强，制造商和零售商都会相应地提高其延保服务质量水平，且双方的利润都将增加；(2)在M模式下，延保服务质量水平最高，而在R模式下，延保服务质量水平相对较低；(3)考虑延保服务质量水平时，对于制造商来说，仅由其单独提供延保服务时，其利润最大。而对于零售商来说，由其和制造商同时提供延保服务时利润最大。研究结论为考虑延保服务质量水平时供应链各成员决策优化提供参考。 |
| 关 键 词： | 服务质量; 服务水平; 延保; 双渠道; 供应链 |
| DOI： | 10.57237/j.wjmst.2023.03.001 |
View:
Downloads:
收稿日期: 2023-04-23
接受日期: 2023-05-17
在线出版日期: 2023-07-24
Research on Dual-channel Supply Chain Strategy Considering Extended Warranty Service Quality Level
School of Management, Wuhan Textile University, Wuhan 430200, China
| Abstract: | Extended warranty service has attracted more and more attention in recent years. A good quality level of extended warranty service can promote the demand and help enterprises establish an image. In this paper, in the dual-channel supply chain considering the extended warranty service, the sensitivity coefficient of consumers to the quality level of extended warranty service and the proportion of consumers in traditional retail channels are introduced. Analyze and compare the pricing and profit of three models (the manufacturer provides extended warranty mode (M mode), the retailer provides extended warranty mode (R mode) and the manufacturer and retailer provide extended warranty mode at the same time (MR Mode)). The results show that: (1) With the increased sensitivity of consumers to the extended warranty service, both manufacturers and retailers will correspondingly improve the quality of their extended warranty service, and the profits of both parties will increase; (2) Under M mode, the quality of extended warranty service is the highest, while under R mode, the quality of extended warranty service is relatively low; (3) When considering the level of service quality of the extended warranty service, the profit of the manufacturer is the maximum when the extended warranty service is provided by the manufacturer alone. For retailers, the benefits are greatest when extended warranties are offered by both the retailer and the manufacturer. The conclusion can provide reference for decision optimization of supply chain members when considering the level of extended warranty service quality. |
| Keywords: | Service Quality; Service Level; Extended Warranty; Dual-channel; Supply Chain |
参考文献
| [1] | He Z, Huang D, He S. Design of extended warranty service in a dual supply channe l [J]. Total Quality Management & Business Excellence, 2018, 29 (9-10): 1089-1107. |
| [2] | Zheng B, Bian Y, Sun Y, et al. Optimal extended warranty strategy: uniform or nonuniform pricing? [J]. International Transactions in Operational Research, 2021, 28 (3): 1441-1464. |
| [3] | 袁宇翔, 程栋, 白秦洋, 周支立. 零售商双重行为偏好下双渠道供应链定价决策与协调[J/OL]. 工业工程与管理: 1-15 [2023-04-21]. http://kns.cnki.net/kcms/detail/31.1738.T.20230306.1131.004.html |
| [4] | Hu J, Sun S, Zhang X, et al. Optimal Extended Warranty Strategy: Provided by Manufacturer or E-Commerce Platform? [J]. Sustainability, 2022, 14 (19): 12157. |
| [5] | Panda S, Modak N M, Cárdenas-Barrón L E. Does extended warranty depict competitive advantage to a retailer in a retail-e-tail channel supply chain [J]. Computers & Industrial Engineering, 2020, 149: 106770. |
| [6] | Liu P, Wang G, Su P. Optimal maintenance strategies for warranty products with limited repair time and limited repair number [J]. Reliability Engineering & System Safety, 2021, 210: 107554. |
| [7] | Zheng C, Ai X. Coordination of a supply chain with extended warranty when retailers compete [C]//2017 International Conference on Service Systems and Service Management. IEEE, 2017: 1-5. |
| [8] | Li R, Zhang J, Yang X. Extended warranty in competing dual-channel supply chains [C]//2014 11th International Conference on Service Systems and Service Management (ICSSSM). IEEE, 2014: 1-6. |
| [9] | 寇军, 张旭梅, 周茂森, 但斌. 产品服务供应链中产品与延保服务的联合定价与协调 [J]. 系统管理学报, 2020, 29 (03): 601-607. |
| [10] | 但斌, 高艳, 掌曙光. 产品服务供应链中延保服务销售策略研究[J].管理评论, 2020, 32 (04): 171-182. DOI: 10.14120/j.cnki.cn11-5057/f.2020.04.014. |
| [11] | 张永芬, 魏航. 基于产品质量的供应链延保服务模式研究 [J].管理评论, 2021, 33 (02): 278-288. DOI: 10.14120/j.cnki.cn11-5057/f.20201231.012. |
| [12] | Xiao Y X, Zhang R Q. Supply chain network equilibrium considering coordination between after-sale service and product quality [J]. Computers & Industrial Engineering, 2023, 175: 108848. |
| [13] | 赵燕飞, 王勇. 消费者渠道偏好下考虑实体零售商公平关切的平台供应链服务水平决策研究 [J/OL]. 管理工程学报: 1-14 [2023-03-16]. DOI: 10.13587/j.cnki.jieem.2023.05.010. |
| [14] | Wang X, Lai I K W, Tang H, et al. Coordination analysis of sustainable dual-channel tourism supply chain with the consideration of the effect of service quality [J]. Sustainability, 2022, 14 (11): 6530. |
| [15] | 韦安鹏, 郑小雪. 考虑服务水平和服务时间的再制造闭环供应链激励研究 [J]. 电子科技大学学报 (社科版), 2022, 24 (04): 44-55. DOI: 10.14071/j.1008-8105(2022)-1053. |
| [16] | Shu L, Qu S, Wu Z. Supply chain coordination with optimal pricing and logistics service decision in online retailing [J]. Arabian Journal for Science and Engineering, 2020, 45: 2247-2261. |
| [17] | Zhang X, Xu H, Zhang C, et al. Pricing Decision Models of the Dual Channel Supply Chain with Service Level and Return [J]. Energies, 2022, 15 (23): 9237. |
| [18] | 王文隆, 任倩楠, 翟晓娜, 张涑贤. 考虑公平关切和制造商竞争的平台型供应链定价、低碳水平和服务水平决策 [J]. 控制与决策, 2022, 37 (04): 1045-1055. DOI: 10.13195/j.kzyjc.2020.0720. |
| [19] | Chen J, Zhang W, Liu Z. Joint pricing, services and quality decisions in a dual-channel supply chain [J]. RAIRO-Operations Research, 2020, 54 (4): 1041-1056. |
| [20] | 梁喜, 肖金凤. 基于区块链和消费者敏感的双渠道供应链定价与渠道选择 [J/OL]. 中国管理科学: 1-12 [2023-04-21]. DOI: 10.16381/j.cnki.issn1003-207x.2020.1755. |
