不同售后服务模式下的供应链定价决策研究

摘要/Abstract

摘要： 售后服务是制造企业高质量发展过程中的关键环节,本文从售后服务合作视角入手,研究由一个制造商和两个零售商组成的多渠道竞争供应链售后服务合作的定价决策。首先,构建线上零售商分别与制造商和线下零售商售后服务合作的Stackelberg模型,对比分析线上线下两个零售商之间的售后服务横向合作及制造商与线上零售商之间的售后服务纵向合作。其次,从动态演化博弈角度探讨售后服务对多渠道供应链各成员定价决策的影响,研究关键系统参数(售后服务水平、售后服务成本参数)对系统稳定域的影响。研究表明:(1)售后服务合作模式使供应链各成员的利润增加;对比两种不同售后服务合作模式,售后服务成本参数对市场主导者的产品定价决策影响较大,对其售后服务费用定价决策的影响较小;制造商主导模式中售后服务水平对售后服务费用的影响较大;三个渠道的零售价和售后服务费用均随着其对应渠道售后服务水平敏感系数及售后服务成本参数的增大而增大。(2)相比线下零售商,制造商价格决策博弈范围和制造商价格及利润保持稳定状态的空间较大;Z模式中售后服务费用价格调整参数的缩小程度及售后服务成本参数对售后服务费用的影响较大。市场主导者偏好决策售后服务费用,售后服务合作可以满足顾客的售后服务需求,提高售后服务水平,降低售后服务成本。本文对供应链各成员售后服务的完善及线上、线下零售商与制造商的合作发展具有较强的理论与实践指导意义。

关键词: 售后服务合作, 定价决策, 多渠道供应链, Stackelberg博弈

Abstract: The after-sales service is a key link in the process of the high-quality development of manufacturing enterprises. From the perspective of the after-sales service cooperation, this paper studies the pricing decision of after-sales service cooperation in a multi-channel competitive supply chain consisting of one manufacturer and two retailers. At first, the Stackelberg model of the after-sales service cooperation is constructed between online retailers and manufacturers and offline retailers, and the horizontal after-sales service cooperation is compared and analyzed between online and offline retailers and the vertical after-sales service cooperation between manufacturers and online retailers. What's more, the influence of after-sales service on the pricing decision of each member in the multi-channel supply chain is discussed from the perspective of the dynamic evolutionary game, and the influence of key system parameters (after-sales service level and after-sales service cost parameters) on the system stability domain is studied. The results are as follows. First, the model of the after-sales service cooperation increases the profits of each member in the supply chain. Compared with the two different models of after- sales service cooperation, the after-sales service cost parameter has a greater impact on the product pricing decision of the market leaders, but has a smaller impact on the after-sales service cost pricing decision. In the manufacturer-led model, the after-sales service level has a great influence on the after-sales service cost. The retail price and the after-sales service cost of the three channels increase with the increase of the sensitivity coefficient of the after-sales service level and the after-sales service cost parameters of the corresponding channels. Second, compared with offline retailers, the game scope of manufacturers' price decision and the room for manufacturers' price and profit in a stable state are larger. In the model Z, the reduction degree of price adjustment parameters of the after-sales service cost and the after-sales service cost parameters has a great influence on the after-sales service cost. Market leaders prefer to decide the after- sales service costs, and the after-sales service cooperation can meet customers' after-sales service needs, improve the after-sales service level, and reduce the after-sales service costs. The above conclusions have a strong guiding significance in theory and practice for the improvement of the after-sales service of each member in the supply chain and the cooperation and development between online and offline retailers and manufacturers.

Key words: after-sales service cooperation, pricing strategy, multi-channel supply chain, Stackelberg game

黄毅敏, 徐媛媛, 张舸, 李蒙蒙, 李秋香. 不同售后服务模式下的供应链定价决策研究[J]. 管理评论, 2023, 35(7): 281-297.

Huang Yimin, Xu Yuanyuan, Zhang Ge, Li Mengmeng, Li Qiuxiang. Research on the Supply Chain Pricing Decision under Different After-sales Service Modes[J]. Management Review, 2023, 35(7): 281-297.

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