售前服务影响产品需求下制造商与服务商的优化策略  

Optimization Strategy between Manufacturer and Service Providers under Pre-sale Service Affecting Product Demand

作　　者：张旭梅[1,2] 冷金钟 韩小鹏[1,2] 王大飞[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]重庆大学工商管理与经济发展研究中心,重庆400030

出　　处：《系统工程》2016年第1期102-107,共6页Systems Engineering

基　　金：国家自然科学基金资助项目(71272086);高等学校博士学科点专项科研基金资助项目(20120191110042)

摘　　要：针对产品服务供应链中,服务商提供产品售前服务,制造商产品需求受售前服务销量影响的问题,建立了服务商和制造商的利润模型,得出分散决策和集中决策下的最优均衡解,通过对比两种决策模式下的服务价格和服务水平发现,相对于分散决策,集中决策下服务商较低的服务价格和较高的服务水平导致了其利润受损,而制造商和供应链整体的利润却大幅增加,由此提出一种实现供应链系统Pareto改善的服务成本分担契约。研究表明,在该契约下随着成本分担比例的增加,服务商的服务水平、利润以及制造商的产品销量都逐渐增加,但制造商却存在最优的服务成本分担比例。通过数值仿真进一步验证了成本分担契约的有效性及其他的相关结论。Aiming at the problem that service providers offer the pre-sale service,the product demands of manufacturer are influenced by pre-sale service sales in the product service supply chain,the profit models of service provider and manufacturer are developed.We obtain optimal equilibrium solutions under decentralized and centralized decision-making,comparing service prices and service levels under two decision-making models.We can find that with respect to the decentralized decision-making,service providers＇ lower price and higher service level lead to their profit damaged,while the profits of manufacturers and the overall supply chain increase significantly in centralized decision-making.Therefore,we propose a cost-sharing contract that improves the profit of the supply chain system.The conclusions show that profit and service level of service providers,and the manufacturers＇ product sales increase as the proportion of cost-sharing increases under the contract,but there exists an optimal service cost-sharing ratio to the manufacturer.Finally,numerical examples are used to verify the other relevant conclusions and the effectiveness of the cost-sharing contract.

关 键 词：产品服务供应链 售前服务 成本分担 优化策略 

分 类 号：F274[经济管理—企业管理]