产品与多增值性服务的联合定价与资源分配研究  

Joint Pricing and Resource Allocation Strategies of Product and Multiple Value-Added Services

作　　者：韩小鹏[1,2] 张旭梅[1,2] 王磊[1,2] 但斌[1,2] 

机构地区：[1]重庆大学经济与工商管理学院,重庆400044 [2]重庆大学现代物流重庆市重点实验室,重庆400030

出　　处：《管理工程学报》2015年第3期116-123,共8页Journal of Industrial Engineering and Engineering Management

基　　金：国家自然科学基金资助项目(71272086);教育部新世纪优秀人才支持计划基金资助项目(NCET-10-0884);国家科技支撑计划基金资助项目(2012BAF12B09);高等学校博士学科点专项科研基金资助项目(20120191110042)

摘　　要：提供增值性服务是当前制造商服务化转型的重要形式之一。本文针对一个制造商提供一种产品和同时提供两种增值性服务时所面临的产品与服务定价问题和资源分配问题,研究了在不同服务定位策略和不同增值性服务效用下制造商的最优定价和资源分配策略,并对其中相关参数进行了灵敏度分析。研究结果表明,当制造商提供的增值性服务基本效用较大,并且制造商的资源投入对产品改进的提升效率较低时,制造商倾向于采取以较低性价比的一般服务来促进高性价比的优质服务大量销售的经营策略,否则制造商倾向于为不同的细分市场提供不同的服务。As manufacturing servitization gradually becomes one of the most important development trends in the manufacturing industry, manufacturers begin to view the value-added service as another significant ＂output＂ besides the product. However, a tough decision that manufacturers arc faced with in the process of servitization is to balance the relationship between the product and value-added service, especially when there are multiple kinds of value-added services and manufacturers must decide the joint pricing for the product and the service, as well as allocate resources appropriately. This paper aims at pricing and resource allocation problems when a manufacturer provides one single product and two kinds of value-added service at the same time. On the basis of consumer utility theory, the manufacturer＇s profit model is built by using non-linear programming method, where the consumer＇s basic utility valuation of product and the sensitive coefficient to service level follow normal distribution. The solution process is divided into two stages. At the first stage, the optimal product price and service price for normal service and quality service are solved by assuming that resource allocation proportion is fixed. On this basis, the optimal resource allocation proportion among the product and two kinds of service prices are obtained. Furthermore, the conclusions are testified when assuming that consumers use basic utility valuation of product, the sensitive coefficient of service level follows uniform distribution, and the effects of relevant elements on the optimal resource allocation proportion are analyzed. There are four major findings： （1） When determining the prices and resource allocation of the product and two kinds of value-added services, manufacturer must provide two kinds of service for different market segments （case 1）, or to use low level service to reflect advantages of the quality service （case 2） in order to sell more high-quality services. （2） In case 1, manufacturer＇s pri

关 键 词：增值性服务 产品服务联合定价 资源分配 制造业服务化 

分 类 号：F224.3[经济管理—国民经济]