供应链管理视角下产品延保服务模式选择与运营策略研究
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摘要
伴随着服务业的迅猛发展,传统制造业和服务业之间呈现出了融合互动和共同发展的新趋势。不同产业间合作的增强,以及先进科学技术的共享都使得服务业和制造业间的边界变得模糊,制造业、零售业向服务业领域拓展的现象愈加明显。现代商业要求企业不仅要关注产品本身,还需要注重提供相应的产品延保服务,制造企业开始向产品服务领域延伸价值链,为自己的产品提供增值服务,在耐用产品生命周期中,客户支持或售后服务阶段所占的时间比较长,如产品备件更换、产品维护和维修、软件更新等服务逐渐成为争夺市场、树立品牌和增加利润的来源。不仅制造商重视向消费者提供售后支持,销售商也开始向产品服务领域延伸价值链。为便于消费者服务及成本等原因,也出现了由制造商或零售商委托第三方提供服务的模式。当消费者在购买耐用品时,再选择支付一定的费用,可以享受产品在免费保修期以外的产品服务,即产品延保服务。产品延保服务一方面可以为消费者在付出少量费用的同时享受更多的产品服务；另一方面为厂商提升顾客的忠诚度、稳固与拓展市场,同时获取服务业务收入,开辟新的利润增长点。
在实践中,绝大多数产品是通过零售商销售的,而为产品提供或销售延保服务的不仅有零售商、制造商,还有第三方服务商。服务商在提供服务的同时需支付一定的服务成本,产品服务的投入与产出逐渐成为关注的焦点。本文考虑一层供应链、主从式二层供应链、二层的竞争供应链前提下,对延保服务由零售商、制造商、零售商委托第三方服务商和制造商委托第三方服务商等多种模式进行分析和比较。本文的核心问题是：基于供应链管理的视角,产品延保服务选用何种提供模式、何种销售渠道模式以及何种运营策略可以使供应链系统各成员利润最大化以及供应链系统达到最优。
本文的主要研究工作：
(1)探寻制造厂商产品延保服务的市场化策略,从制造厂商服务与产品质量间的关联中寻找合适的切入点。
(2)具体探索产品延保服务的模式选择策略。寻找基于服务成本比较的服务模式选择策略。
(3)具体分析产品延保服务水平对销售模式的选择的影响。揭示服务水平对供应链双边际效应及互补效应的影响。
(4)探索消费者对产品延保服务的模式选择策略的影响。揭示基于消费者服务需求敏感指数对产品延保服务设计、提供和销售的影响。为供应链的产品延保服务市场化或者外包化等提供决策支持。
(5)探究产品延保服务对竞争供应链策略的影响。得出产品延保服务影响下竞争产品的销售和设计策略。
(6)研究外部竞争环境对产品延保服务设计、提供和销售策略的影响。表明了强化产品延保服务是厂商全球化竞争中保持持续竞争力的重要手段。
本文的主要结论为：
(1)制造商可以适当提高产品销售价格,小幅度降低产品延保服务价格,既显示出了产品质量水平,又能够促进消费者对产品延保服务的需求。
(2)在主从式二层供应链系统中,产品的延保服务选择由制造商还是零售商来提供,与二者的服务成本系数比值有关。
(3)产品延保服务水平对M模式和R模式下制造商利润的影响均符合边际效益递减规律。延保服务水平对制造商延保服务销售渠道选择的影响是分段的。
(4)在没有第三方服务商的前提下,不管消费者延保服务需求敏感指数大小如何,制造商始终愿意由零售商提供延保服务,而零售商却需要权衡不同模式下的敏感指数关系,选择合适的渠道模式。
(5)随着零售商产品促销努力效率系数的增大,零售商更有动力进行产品延保服务的销售,而对于具有产品基本保修服务不同优势的制造商,零售商产品延保服务的销售对其利润的影响不同。
(6)在产品市场垄断的环境下,供应链成员提供产品延保服务的选择取决于服务提供成本的大小。在产品市场竞争的环境下,供应链成员提供产品延保服务的选择取决于服务提供成本的大小和竞争制造商的产品基本保修服务期限。
本文的创新点和贡献：
(1)构建了反映消费者风险规避程度的产品和产品延保服务需求函数,探讨了产品延保服务水平对供应链中双边际效应及互补效应的影响。
(2)定义了反映消费者对产品服务的需求敏感指数,将产品延保服务模式扩展到允许外包给第三方服务提供商的背景下,以消费者敏感指数作为参数给出了服务模式选择策略。
(3)引入二维空间模型刻画消费者的产品及服务偏好,探寻了产品延保服务的提供和销售对竞争供应链相关策略的影响。
(4)给出了产品市场垄断时以及产品市场竞争时的供应链产品延保服务提供和运营策略,提出了两种市场环境下的供应链协调策略。
With the rapid development of service industry, the traditional manufacture industry and the service industry show a new trend of integration and common development. Increased cooperation between different industries and the share of advanced science and technology make the boundaries between service industry and manufacturing industry become blurred. The phenomenon manufacture industry and retailer industry is expanding to service industry is more obvious. The modern business enterprise should not only focus on the product itself, also need to pay attention to provide the corresponding product extended warranty. Manufacturing enterprises began to extend value chain to the related products and services and provide value-added services for their products. During the durable life cycle of the products, customer support or customer service stage is a long time, such as product replacement parts, product maintenance and repair, software update services and so on is gradually becoming the source for the taking the market share, establishing a brand and increasing profits.
Not only the manufacturer attach importance to provide customer service support to customers, vendors have begun to extend value chain to the related products and services. For the reasons for customer service and cost, there is also a new mode the manufacturer or retailer entrust the third party to provide the service. When consumers purchase the durable goods, meanwhile choose to pay a fee, can enjoy the products service outside the free warranty period, namely the product extended warranty. On one hand extended product warranty can provide more products and services enjoyment for consumers at a small fee at the same time. On the other hand it can enhance customer loyalty for manufacturers, consolidate and expand the market, to obtain the service business income, open a new profit growth point at the same time.
In practice, most products are sold through retailers, but the person who offer or sell extended warranty services is not only retailers, manufacturers but also third party service provider. Service providers provide services need to pay the service cost at the same time, input and output of products services has become the focus of attention. The author analyze and compare many mode of product extended warranty (provided by retailers or manufacturer or third-party service provider trusted by retailers or manufacturers) on condition that a layer of supply chain, master slave two echelon supply chain, two layer competitive supply chain.
The core question of this research:Based on the supply chain management perspective, under the internal and external competition environment, for product extended warranty, how to choose the providing mode, sales mode and the operation strategy can maximize the profit of supply chain members and optimize supply chain system.
This paper mainly involves the following research work:
(1) Explore the market strategy of manufacturer product warranty service, to find a suitable starting point from the association that between manufacturers service and product quality.
(2) Specifically explore the mode selection strategy of the product extended warranty and look for service model selection strategy based the service cost comparison.
(3) Analyze the influence of product extended warranty service level on the sales model choice; reveal the service level influence on the supply chain double marginal effect and complementary effect.
(4) Explore the consumers influence on the service mode selection strategy of product extended warranty. Reveal the influence of the consumers demand Sensitive index on product extended warranty service design, supply and sales. Provide decision support for outsourcing and marketization the product extended warranty.
(5) Explore product extended warranty effect on competitive supply chain strategy and obtains Competitive products sales and design strategy under the influence of product extended warranty.
(6) Study the influence of the external competition environment on product extended warranty design, supplement and sales strategy. The results show that reinforcing the product extended warranty is an important means to maintain sustainable competitive power of manufacturers in the global competition.
Through the theoretical and empirical analysis, this paper gets the following main conclusions:
(1) The manufacturer can improve product sales prices slightly, lower product extended warranty price, which shows the level of product quality, but also can promote consumer demand for products extended warranty.
(2) In master-slave two echelon supply chain system, product warranty service provided by the manufacturer or by retailer is related to service cost ratio of the two.
(3) Product extended warranty level affects the manufacturer's profits under M and R mode which is in line with the law of diminishing marginal returns. The warranty level effect the product extended warranty sales channels choice of manufacturers is segmented.
(4) Without the third party service provider, regardless of consumer extended warranty demand sensitive index size, manufacturers have always been willing to provide warranty service by retailers, but retailers need to weigh the sensitive index under different mode, select the appropriate channel mode.
(5) With the increase of coefficient of efficiency promotion to retailers, retailers are more dynamic to sell product extended warranty. For the manufacturers who have basic product warranty service different advantages for, retailers influence product warranty service sales on the profit of the different.
(6) In product market Monopoly environment, whether supply chain members choose to provide extended product warranty depend on the size of the service cost. In the product market competition environment, whether supply chain members choose to provide product warranty service depends on the size of the service cost on the basic product warranty period of service competitive manufacturer.
The following is the innovation and contribution of this paper:
(1) Construct products and product extended warranty demand function which reflect the degree of risk aversion of consumer; discusses the impact of product warranty service level on the double marginal effect and complementary effect in supply chain.
(2) Define demand sensitive index which reflect the consumer demand for products and services. On the background that the product extended warranty model is extended to such degree that is outsourcing to third party service providers, used consumer sensitivity index as a parameter selection strategy service mode, put forward the service mode choice strategy.
(3) Describe the consumer's product and service preferences by using a two-dimensional spatial models to explore the effect of product extended warranty supplement and sale on related competitive supply chain strategies.
(4) Put forward supply chain product extended warranty supplement and operation strategy under two kinds of market environment (one is product market monopoly and the other is product market competition); put forward the supply chain coordination strategy under two kinds of market environment.
在实践中,绝大多数产品是通过零售商销售的,而为产品提供或销售延保服务的不仅有零售商、制造商,还有第三方服务商。服务商在提供服务的同时需支付一定的服务成本,产品服务的投入与产出逐渐成为关注的焦点。本文考虑一层供应链、主从式二层供应链、二层的竞争供应链前提下,对延保服务由零售商、制造商、零售商委托第三方服务商和制造商委托第三方服务商等多种模式进行分析和比较。本文的核心问题是：基于供应链管理的视角,产品延保服务选用何种提供模式、何种销售渠道模式以及何种运营策略可以使供应链系统各成员利润最大化以及供应链系统达到最优。
本文的主要研究工作：
(1)探寻制造厂商产品延保服务的市场化策略,从制造厂商服务与产品质量间的关联中寻找合适的切入点。
(2)具体探索产品延保服务的模式选择策略。寻找基于服务成本比较的服务模式选择策略。
(3)具体分析产品延保服务水平对销售模式的选择的影响。揭示服务水平对供应链双边际效应及互补效应的影响。
(4)探索消费者对产品延保服务的模式选择策略的影响。揭示基于消费者服务需求敏感指数对产品延保服务设计、提供和销售的影响。为供应链的产品延保服务市场化或者外包化等提供决策支持。
(5)探究产品延保服务对竞争供应链策略的影响。得出产品延保服务影响下竞争产品的销售和设计策略。
(6)研究外部竞争环境对产品延保服务设计、提供和销售策略的影响。表明了强化产品延保服务是厂商全球化竞争中保持持续竞争力的重要手段。
本文的主要结论为：
(1)制造商可以适当提高产品销售价格,小幅度降低产品延保服务价格,既显示出了产品质量水平,又能够促进消费者对产品延保服务的需求。
(2)在主从式二层供应链系统中,产品的延保服务选择由制造商还是零售商来提供,与二者的服务成本系数比值有关。
(3)产品延保服务水平对M模式和R模式下制造商利润的影响均符合边际效益递减规律。延保服务水平对制造商延保服务销售渠道选择的影响是分段的。
(4)在没有第三方服务商的前提下,不管消费者延保服务需求敏感指数大小如何,制造商始终愿意由零售商提供延保服务,而零售商却需要权衡不同模式下的敏感指数关系,选择合适的渠道模式。
(5)随着零售商产品促销努力效率系数的增大,零售商更有动力进行产品延保服务的销售,而对于具有产品基本保修服务不同优势的制造商,零售商产品延保服务的销售对其利润的影响不同。
(6)在产品市场垄断的环境下,供应链成员提供产品延保服务的选择取决于服务提供成本的大小。在产品市场竞争的环境下,供应链成员提供产品延保服务的选择取决于服务提供成本的大小和竞争制造商的产品基本保修服务期限。
本文的创新点和贡献：
(1)构建了反映消费者风险规避程度的产品和产品延保服务需求函数,探讨了产品延保服务水平对供应链中双边际效应及互补效应的影响。
(2)定义了反映消费者对产品服务的需求敏感指数,将产品延保服务模式扩展到允许外包给第三方服务提供商的背景下,以消费者敏感指数作为参数给出了服务模式选择策略。
(3)引入二维空间模型刻画消费者的产品及服务偏好,探寻了产品延保服务的提供和销售对竞争供应链相关策略的影响。
(4)给出了产品市场垄断时以及产品市场竞争时的供应链产品延保服务提供和运营策略,提出了两种市场环境下的供应链协调策略。
With the rapid development of service industry, the traditional manufacture industry and the service industry show a new trend of integration and common development. Increased cooperation between different industries and the share of advanced science and technology make the boundaries between service industry and manufacturing industry become blurred. The phenomenon manufacture industry and retailer industry is expanding to service industry is more obvious. The modern business enterprise should not only focus on the product itself, also need to pay attention to provide the corresponding product extended warranty. Manufacturing enterprises began to extend value chain to the related products and services and provide value-added services for their products. During the durable life cycle of the products, customer support or customer service stage is a long time, such as product replacement parts, product maintenance and repair, software update services and so on is gradually becoming the source for the taking the market share, establishing a brand and increasing profits.
Not only the manufacturer attach importance to provide customer service support to customers, vendors have begun to extend value chain to the related products and services. For the reasons for customer service and cost, there is also a new mode the manufacturer or retailer entrust the third party to provide the service. When consumers purchase the durable goods, meanwhile choose to pay a fee, can enjoy the products service outside the free warranty period, namely the product extended warranty. On one hand extended product warranty can provide more products and services enjoyment for consumers at a small fee at the same time. On the other hand it can enhance customer loyalty for manufacturers, consolidate and expand the market, to obtain the service business income, open a new profit growth point at the same time.
In practice, most products are sold through retailers, but the person who offer or sell extended warranty services is not only retailers, manufacturers but also third party service provider. Service providers provide services need to pay the service cost at the same time, input and output of products services has become the focus of attention. The author analyze and compare many mode of product extended warranty (provided by retailers or manufacturer or third-party service provider trusted by retailers or manufacturers) on condition that a layer of supply chain, master slave two echelon supply chain, two layer competitive supply chain.
The core question of this research:Based on the supply chain management perspective, under the internal and external competition environment, for product extended warranty, how to choose the providing mode, sales mode and the operation strategy can maximize the profit of supply chain members and optimize supply chain system.
This paper mainly involves the following research work:
(1) Explore the market strategy of manufacturer product warranty service, to find a suitable starting point from the association that between manufacturers service and product quality.
(2) Specifically explore the mode selection strategy of the product extended warranty and look for service model selection strategy based the service cost comparison.
(3) Analyze the influence of product extended warranty service level on the sales model choice; reveal the service level influence on the supply chain double marginal effect and complementary effect.
(4) Explore the consumers influence on the service mode selection strategy of product extended warranty. Reveal the influence of the consumers demand Sensitive index on product extended warranty service design, supply and sales. Provide decision support for outsourcing and marketization the product extended warranty.
(5) Explore product extended warranty effect on competitive supply chain strategy and obtains Competitive products sales and design strategy under the influence of product extended warranty.
(6) Study the influence of the external competition environment on product extended warranty design, supplement and sales strategy. The results show that reinforcing the product extended warranty is an important means to maintain sustainable competitive power of manufacturers in the global competition.
Through the theoretical and empirical analysis, this paper gets the following main conclusions:
(1) The manufacturer can improve product sales prices slightly, lower product extended warranty price, which shows the level of product quality, but also can promote consumer demand for products extended warranty.
(2) In master-slave two echelon supply chain system, product warranty service provided by the manufacturer or by retailer is related to service cost ratio of the two.
(3) Product extended warranty level affects the manufacturer's profits under M and R mode which is in line with the law of diminishing marginal returns. The warranty level effect the product extended warranty sales channels choice of manufacturers is segmented.
(4) Without the third party service provider, regardless of consumer extended warranty demand sensitive index size, manufacturers have always been willing to provide warranty service by retailers, but retailers need to weigh the sensitive index under different mode, select the appropriate channel mode.
(5) With the increase of coefficient of efficiency promotion to retailers, retailers are more dynamic to sell product extended warranty. For the manufacturers who have basic product warranty service different advantages for, retailers influence product warranty service sales on the profit of the different.
(6) In product market Monopoly environment, whether supply chain members choose to provide extended product warranty depend on the size of the service cost. In the product market competition environment, whether supply chain members choose to provide product warranty service depends on the size of the service cost on the basic product warranty period of service competitive manufacturer.
The following is the innovation and contribution of this paper:
(1) Construct products and product extended warranty demand function which reflect the degree of risk aversion of consumer; discusses the impact of product warranty service level on the double marginal effect and complementary effect in supply chain.
(2) Define demand sensitive index which reflect the consumer demand for products and services. On the background that the product extended warranty model is extended to such degree that is outsourcing to third party service providers, used consumer sensitivity index as a parameter selection strategy service mode, put forward the service mode choice strategy.
(3) Describe the consumer's product and service preferences by using a two-dimensional spatial models to explore the effect of product extended warranty supplement and sale on related competitive supply chain strategies.
(4) Put forward supply chain product extended warranty supplement and operation strategy under two kinds of market environment (one is product market monopoly and the other is product market competition); put forward the supply chain coordination strategy under two kinds of market environment.
引文
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