基于延保竞争的零售商延保选择策略研究
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Retailers Strategies for Extended Warranty Service Based on Competition
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    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。

    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

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张永芬,李佩.基于延保竞争的零售商延保选择策略研究[J].重庆工商大学学报(自然科学版),2018,35(6):54-62
ZHANG Yongfen,LI Pei. Retailers Strategies for Extended Warranty Service Based on Competition[J]. Journal of Chongqing Technology and Business University(Natural Science Edition),2018,35(6):54-62

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  • 在线发布日期: 2018-11-19
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