管理评论

管理评论 ›› 2022, Vol. 34 ›› Issue (1): 155-167.

• 市场营销 • 上一篇    下一篇

考虑消费者策略行为的产品服务供应链动态定价与服务质量决策

王大飞1,2, 张旭梅1,3, 掌曙光1,3, 官子力1,3, 但斌1,3   

  1. 1. 重庆大学经济与工商管理学院, 重庆 400044;
    2. 贵州财经大学工商管理学院, 贵阳 550025;
    3. 重庆大学现代物流重庆市重点实验室, 重庆 400044
  • 收稿日期:2019-03-22 出版日期:2022-01-28 发布日期:2022-02-25
  • 通讯作者: 张旭梅(通讯作者),重庆大学经济与工商管理学院教授,博士生导师,博士。
  • 作者简介:王大飞,重庆大学经济与工商管理学院,博士,贵州财经大学工商管理学院副教授;掌曙光,重庆大学经济与工商管理学院,博士;官子力,重庆大学经济与工商管理学院博士研究生;但斌,重庆大学经济与工商管理学院教授,博士生导师,博士。
  • 基金资助:
    国家自然科学基金项目(71572020；72161002)；国家重点研发计划项目(2018YFB1701502)；中央高校基本科研业务费资助项目(2019CDCGJG332)；重庆市自然科学基金博士后科学基金(cstc2019jcyj-bshX0080)。

Dynamic Pricing and Service Quality Decision of Product Service Supply Chain Considering Consumer’s Strategic Behavior

Wang Dafei1,2, Zhang Xumei1,3, Zhang Shuguang1,3, Guan Zili1,3, Dan Bin1,3   

  1. 1. School of Economics and Business Administration, Chongqing University, Chongqing 400044;
    2. School of Business Administration, Guizhou University of Finance and Economics, Guiyang 550025;
    3. Chongqing Key Laboratory of Logistics, Chongqing University, Chongqing 400044
  • Received:2019-03-22 Online:2022-01-28 Published:2022-02-25

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摘要： 针对由一个提供产品的制造商、一个提供产品与服务集成的服务商和策略性消费者组成的产品服务供应链，考虑服务商提高服务质量会影响策略性消费者的购买决策问题，构建两周期动态博弈模型，研究了制造商、服务商两周期最优动态定价和服务商的最优服务质量决策，分析了服务商提高服务质量的价值，探讨了服务价值占比对两周期均衡决策与提高服务质量的价值的影响。研究发现：服务商提高服务质量能够缓解消费者的策略购买行为，并提高制造商、服务商的利润和增加消费者剩余与社会福利；高服务价值占比能够使服务商提高服务质量，使供应链成员的利润、消费者剩余和社会福利都得到提高，并会扩大服务商提高服务质量与不提高服务质量两种决策下供应链成员的利润和社会福利的差距。

关键词: 消费者策略行为, 产品服务供应链, 动态定价, 服务质量, 消费者剩余和社会福利

Abstract: Based on a product service supply chain consisting of a manufacturer that provides the product, a service provider that provides integration of product and service and a strategic consumer, and in consideration of the fact that higher service quality will lead consumers to make different decision on purchasing, a two-period dynamic game model is built to study the optimal two-period dynamic pricing of the manufacturer and the service provider, and the optimal service quality decision of the service provider. We analyze the value for the service provider to improve service quality, and investigate the impact of service value proportion on two-period equilibrium decision and improvement of service quality value for the service provider. The following results are obtained: the improvement of service quality for the service provider will relieve the consumer’s strategic behavior, increase the profit of the manufacturer and the service provider, and improve consumer surplus and social welfare; the high service value proportion can improve the service quality, increase the profit of the supply chain participants, consumer surplus and social welfare, and moreover, broaden the gap between the profit of the supply chain participants and social welfare no matter whether the service provider decides to or not to improve the service quality.

Key words: consumer’s strategic behavior, product service supply chain, dynamic pricing, service quality, consumer surplus and social welfare