制造商产品改进与增值性服务的选择决策研究  

Research on Manufacturer's Selective Decisions on Product Improvement or Value-Added Service

作　　者：韩小鹏[1,2] 张旭梅[1,2] 伏红勇[3] 张杨[1,2] 

机构地区：[1]重庆大学经济与工商管理学院 [2]重庆大学工商管理与经济发展研究中心 [3]西南政法大学管理学院

出　　处：《管理学报》2016年第7期1081-1089,共9页Chinese Journal of Management

基　　金：国家自然科学基金资助项目(71272086);国家科技支撑计划项目(2012BAF12B09);高等学校博士学科点专项科研基金资助项目(20120191110042)

摘　　要：以消费者效用理论为基础,构建制造商的最优利润决策模型,研究了制造商进行产品改进和提供增值性服务的最优选择决策。研究表明:当产品改进成本和增值性服务成本均较大时,制造商会选择只进行产品改进;否则,制造商会选择进行产品改进并提供增值性服务;而只提供增值性服务始终不是最优策略。此外制造商对不同最优决策集的选择,取决于产品改进成本系数和增值性服务成本系数与临界值(或临界值集合)的比较结果。Based on customer utility theory,the optimal profit decision model is proposed,and the optimal decision that the manufacturer should choose is obtained.The results indicate that when the cost of value-added service and that of product improvement are both large,it would be better for the manufacturer to improve products only;otherwise,improving products and providing value-added service simultaneously will be the optimal policy.However,it is always not a dominant strategy for the manufacturer to only provide value-added service.In addition,the manufacturer＇s optimal decision depends on the comparison among the product improvement cost coefficient,the value-added service cost coefficient and the corresponding threshold value（or set of threshold values）.

关 键 词：资源有限 产品改进 增值性服务 选择决策 

分 类 号：C93[经济管理—管理学]