基于网络外部性的延保服务供应链模型研究  

Supply Chain Coordination with Extended Warranty under Network Externality

作　　者：易余胤[1] 姚俊江 

机构地区：[1]暨南大学管理学院,广东广州510632

出　　处：《管理工程学报》2016年第3期141-150,共10页Journal of Industrial Engineering and Engineering Management

基　　金：国家自然科学基金资助项目(70901033);中央高校基本科研业务费专项资金资助项目(12JNQM002)

摘　　要：考虑网络外部性的影响,构建了一个由单制造商和两零售商组成的两级延保服务供应链博弈模型,研究网络外部性对供应链节点企业决策及系统收益的影响。首先在集中决策和分散决策下,分别探讨和比较了节点企业的商品订货量,延保服务定价,服务质量决策及系统利润,然后分析了网络外部性对各决策变量和利润的影响,接着运用二部定价契约对该供应链系统进行协调研究,最后对结果进行算例分析。研究表明:1)商品订货量、延保服务售价、延保服务质量、延保服务销量,供应链节点企业利润和系统总利润均是关于网络外部性强度的增函数,商品零售价是关于网络外部性强度的减函数。2)网络外部性加剧了供应链系统决策效率的损失,同时拉大了集中决策和分散决策系统总利润之间的差距。3)二部定价契约协调下的供应链系统获得帕累托改善,实现完美协调。特别地,契约协调下的商品批发价是关于网络外部性的减函数,零售商利润分成是关于网络外部性的增函数。The Extended Warranty （EW） Service as a new profit growth point has attracted extensive attention of node enterprises in the supply chain system. According to different EW service suppliers and retailers, there are several kinds of EW service mode, and one of them is the retailer providing and selling the service. Meanwhile, the supply chain system is also deeply influenced by network externality under the network economic era. Network externality influences consumers＇ purchase decisions by affecting their expectations. Thus, retailers have to consider the demand change caused by the change of consumer expectations, and set the new price and EW service level. Additionally, depending on the leverage effect from retailers, the suppliers also have to make new production and price decisions. Therefore, the network externality will deeply influence the whole supply chain system, which makes decision-making and coordination of the supply chain system appear important. However, there are few researches considering the influence of network externality on supply chain management and coordination. No recent studies have examined the influence of network externality on supply chain coordination with extended warranty service. In this paper, a two-echelon supply chain system consisting of two retailers and one manufacturer is constructed to study the influence of network externality on decision-making and coordination of supply chain system with EW service. Firstly, under the centralized decision-making model and decentralized decision-making model, enterprises＇ decision variables, such as product order quantity, EW price, EW service quality, and the total profit of the system, are studied and compared. Secondly, the influence of network externalities on decision variables and system profit are analyzed. Thirdly, whether thetwo-tariff contract can coordinate the supply chain system with extended warranty under network externality or not is studied. Finally, some numerical examples are presented for further explanati

关 键 词：延保服务 网络外部性 契约协调 博弈模型 二部定价契约 

分 类 号：F224.32[经济管理—国民经济]