考虑顾客渠道偏好的延保价格和服务水平的协同决策

doi:10.16381/j.cnki.issn1003-207x.2024.2095

摘要/Abstract

摘要：

本文研究双渠道模式下，供应链成员在同时决策延保价格和服务水平时，顾客渠道偏好所产生的影响。基于单个制造商和零售商构成的供应链，构建了分别由制造商与零售商决策延保服务价格和延保服务水平的两个模型，探讨了在制造商和零售商分别决定延保服务价格和服务水平时，制造商和零售商的决策行为、各自利润及供应链总利润受顾客渠道偏好的影响。最后，进行数值实验，进一步验证结论。研究发现：由于进入延保市场需要一定的投资门槛，制造商和零售商都需要有一定比例的顾客需求才能维持双方的经济可行性。在延保服务价格敏感性较高的情况下，当由制造商决定延保价格和服务水平时，随着在制造商处购买延保的顾客比例增加，制造商利润减少，而零售商和供应链的总利润增加。此时，制造商应降低产品批发价格和延保服务价格，以保障自身利润；零售商则应提高产品零售价，以增加收益。当由零售商决定延保价格和服务水平时，随着顾客在制造商处购买延保的比例增加，制造商、零售商和供应链的总利润均会减少。此时，制造商应降低产品批发价，以刺激零售采购；零售商则应提高产品零售价以及延保服务价格，并于产品敏感性较低时，降低延保服务水平，以增加销售和延保收益。对于供应链来说，由零售商决策延保服务更优。

关键词: 延保服务水平, 顾客渠道偏好, 博弈论

Abstract:

Extended warranty （EW） services have been regarded as a key strategy for enhancing profit growth in supply chains involving manufacturers and retailers. With the development of digital technologies， dual-channel sales， where both manufacturers and retailers sell directly to consumers， have become increasingly prevalent. In this context， critical decisions regarding the determination of EW pricing and service levels have been raised， particularly under the influence of customer channel preference shaped by individual tendencies and product characteristics. Although prior studies have examined various aspects of EW service management， such as coordinated pricing， service level decisions， and channel strategies under dual-channel settings， the joint decision-making of EW price and service level in such contexts has been largely overlooked. Specifically， the influence of customer channel preference on the strategic behaviors and profit outcomes of supply chain members has not been systematically explored. In order to solve the above problems， a dual-channel supply chain consisting of a single manufacturer and a single retailer is considered. Two models are developed in which either the manufacturer or the retailer determines the pricing and service level of the extended warranty. How customer channel preference influences the decision-making behaviors of the manufacturer and retailer， along with their respective profits and the overall supply chain profit under different decision-making structures， is explored. Finally， numerical experiments are conducted to further investigate and validate the conclusions. The findings reveal that：（1） Due to the investment threshold required to enter the extended warranty market， both manufacturers and retailers need a certain proportion of customer demand to maintain the economic viability of both parties. （2） Under high EW price sensitivity， when the manufacturer decides on the EW price and service level，as the proportion of customers purchasing EW from the manufacturer increases，the manufacturer’s profit decreases，while the retailer's profit and the overall supply chain profit increase. In this scenario，the manufacturer should lower the product wholesale price and EW price to protect its profit， while the retailer should increase the product retail price to enhance product revenue. （3） Conversely， under high EW price sensitivity， when the retailer decides on the EW price and service level， as the proportion of customers purchasing EW from the manufacturer increases， the profits of the manufacturer， retailer， and the entire supply chain all decrease. The manufacturer should lower the wholesale price to stimulate the retailer's procurement， while the retailer should raise the product retail price and EW price， and reduce the service level when product price sensitivity is low， to increase sales and EW revenue. （4） For the supply chain， the model where the retailer determines the EW service is more advantageous. The theoretical understanding of dual-channel coordinated decision is enriched， and actionable insights are provided for supply chain managers.

Key words: extended warranty service level, customer channel preference, game theory

中图分类号:

F272.3

阮渊鹏,甄鑫,丁祥海, 等. 考虑顾客渠道偏好的延保价格和服务水平的协同决策[J]. 中国管理科学, 2026, 34(9): 99-108.

Yuanpeng Ruan,Xin Zhen,Xianghai Ding, et al. Coordinated Decision of Extended Warranty Price and Service Level Considering Channel Preference[J]. Chinese Journal of Management Science, 2026, 34(9): 99-108.

图/表 6

图1

表1

符号及其说明"

符号	说明
$w$	制造商提供的产品的批发价格
$p$	零售商销售的产品的零售价格
$p e$	延保服务的价格
$s$	延保服务的服务水平（ $s ∈ [0,1]$ ）
$α$	对服务水平的需求响应（ $α ≥ 0$ ）
$b$	顾客对产品价格的敏感性（ $b ≥ 0$ ）
$d$	顾客对延保服务价格的敏感性（ $d ≥ 0$ ）
$D p$	产品的需求
$D p e$	延保服务的需求
$c$	保修服务成本系数（ $c > 0$ ）
$λ$	在双渠道模式下从制造商处购买延长保修的顾客比例（ $λ ∈ (0,1)$ ）
$π i J$	$J$ 模型中 $i$ 方的利润（ $J = A, B$ ， $i = M$ 为制造商， $i = R$ 为零售商）

表1

图2

图3

图4

图5

参考文献 20

[1]	Berner R. The warranty windfall［J］. Business Week， 2004（3913）： 84-86.
[2]	Zhang L， Guan L， Long D Z， et al. Who is better off by selling extended warranties in the supply chain： The manufacturer， the retailer， or both？［J］. Annals of Operations Research， 2023， 328（2）： 1557-1583.
[3]	Chen T， Kalra A， Sun B. Why do consumers buy extended service contracts？［J］. Journal of Consumer Research， 2009， 36（4）： 611-623.
[4]	Glickman T S， Berger P D. Optimal price and protection period decisions for a product under warranty［J］. Management Science， 1976， 22（12）： 1381-1390.
[5]	Wu C C， Lin P C， Chou C Y. Determination of price and warranty length for a normal lifetime distributed product［J］. International Journal of Production Economics， 2006， 102（1）： 95-107.
[6]	Dai Y， Zhou S X， Xu Y. Competitive and collaborative quality and warranty management in supply chains［J］. Production and Operations Management， 2012， 21（1）： 129-144.
[7]	寇军，张旭梅，周茂森，等. 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（3）： 601-607.
	Kou J， Zhang X M， Zhou M S， et al. Pricing and coordination strategy of product and extended warranty in product service supply chain［J］. Journal of Systems & Management， 2020， 29（3）： 601-607.
[8]	Purohit D， Srivastava J. Effect of manufacturer reputation， retailer reputation， and product warranty on consumer judgments of product quality： A cue diagnosticity framework［J］. Journal of Consumer Psychology， 2001， 10（3）： 123-134.
[9]	He Z， Huang D， He S. Design of extended warranty service in a dual supply channel［J］. Total Quality Management & Business Excellence， 2018， 29（9-10）： 1089-1107.
[10]	寇军. 延保服务竞争与价格折扣下的制造商与零售商协调策略研究［J］.物流技术，2019， 38（1）： 60-67+110.
	Kou J. Research on coordination strategy between manufacturers and retailers under extended service competition and price discount［J］. Logistics Technology， 2019， 38（1）： 60-67+110.
[11]	张才文，谭清元. 医疗设备延期保修策略与定价——基于博弈论的最优决策［J］. 管理科学学报， 2023， 26（2）： 15-35.
	Zhang C W， Tan Q Y. Optimal design and pricing of extended warranty policy for medical equipment： A game-theory approach［J］. Journal of Management Sciences in China， 2023， 26（2）： 15-35.
[12]	Li G， Huang F F， Cheng T C E， et al. Make-or-buy service capacity decision in a supply chain providing after-sales service［J］. European Journal of Operational Research， 2014， 239（2）： 377-388.
[13]	Chu J， Chintagunta P K. Quantifying the economic value of warranties in the U.S. server market［J］. Marketing Science， 2009， 28（1）： 99-121.
[14]	Dan B， Zhang S， Zhou M. Strategies for warranty service in a dual-channel supply chain with value-added service competition［J］. International Journal of Production Research， 2018， 56（17）： 5677-5699.
[15]	Belen G. Dual sales channel management with price competition［D］. Istanbul： Sabanci University， 2009.
[16]	Chen K Y， Kaya M， Özer Ö. Dual sales channel management with service competition［J］. Manufacturing & Service Operations Management， 2008，10（4）： 654-675.
[17]	张永芬. 产品双渠道供应链延保服务模式［J］. 系统工程， 2021， 39（2）： 81-89.
	Zhang Y F. Extended warranty service modes in product dual-channel supply chain［J］. Systems Engineering， 2021， 39（2）： 81-89.
[18]	王倩，吕卫东，沈转霞. 基于研发和增值服务的双渠道供应链决策研究［J］. 管理科学与工程， 2023， 12（5）： 633-644.
	Wang Q， Lv W D， Shen Z X. Research on decision of dual channel supply chain based on R & D and value added services［J］. Journal of Management Science and Engineering， 2023， 12（5）： 633-644.
[19]	马建华，艾兴政，潘燕春，等. 基于零售商延保服务的竞争性制造商两部定价合同决策［J］. 管理学报， 2018， 15（2）： 301-308.
	Ma J H， Ai X Z， Pan Y C， et al. Two-part tariff contract for competing manufacturers with common retailer’s extended warranties［J］. Chinese Journal of Management， 2018， 15（2）： 301-308.
[20]	Li K， Mallik S， Chhajed D. Design of extended warranties in supply chains under additive demand［J］. Production and Operations Management， 2012， 21（4）： 730-746.