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引用本文:	张永芬，李佩.基于延保竞争的零售商延保选择策略研究(J/M/D/N,J:杂志，M：书，D：论文，N：报纸).期刊名称,2018，35（6）：54-62
	CHEN X. Adap tive slidingmode contr ol for discrete2ti me multi2inputmulti2 out put systems[ J ]. Aut omatica, 2006, 42(6): 4272-435

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基于延保竞争的零售商延保选择策略研究
张永芬，李佩^1,2,3
1 上海开放大学经济管理学院，上海 200433;2 上海财经大学商学院，上海 200433;3.3上海立信会计金融学院工商管理学院，上海 201209

摘要:

随着零售市场竞争的加剧，越来越多的零售商开始销售延保产品，考虑制造商和零售商同时销售延保产品的情形，零售商有两种不同的延保选择策略：自营延保(独立销售延保产品)和分销延保(销售制造商的延保产品)；运用Stackelberg主从博弈，通过构建零售商和制造商延保竞争决策模型，给出了不同延保策略下零售商的最优产品定价、延保定价和最大利润；通过数值分析研究了相关参数对零售商利润和延保选择策略的影响；研究发现：当零售商延保成本较小，消费者对零售商延保价格敏感系数较小时零售商自营延保更有利；当消费者对竞争延保价格的敏感系数较小，零售商延保需求较小时零售商代销延保更有利。

关键词: 延保竞争自营分销零售商制造商

DOI：

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Retailers Strategies for Extended Warranty Service Based on Competition

ZHANG Yong fen1，2，LI Pei3

Abstract:

More and more retailers sell Extended Warranty(EW) service with the increasing competition in the market Considering a supply chain where both the manufacturer and the retailer sell EW service，the retailer has two different strategies: self operated mode(sell EW service provided by the retailer) and reseller mode(resell EW service provided by the manufacturer) By using Stackelberg game，constructing a competition model between the retailer and the manufacturer，this paper gives the optimal profits under these two different strategiesFinally，we study the impact of relevant parameters on the influence of retailers EW service strategiesWe find that when the retailers EW service cost was small，the retailers EW service price sensitive coefficient was small，the optimal strategy is self operated mode When the competition EW service price sensitive coefficient was small and the retailers EW service demands were small，the optimal strategy is reseller mode

Key words: Extended Warranty service competition self operated mode reseller mode retailer manufacturer