基于大数据分析的供应链产品定价和延保服务需求协调策略  

Supply chain product pricing and extended warranty service demand coordination strategy based on big data analysis

作　　者：寇军 田帅辉[1,2] 陈鑫 KOU Jun;TIAN Shuaihui;CHEN Xin(School of Economics and Management,Chongqing University of Posts and Telecommunications,Chongqing 400065,China;Research Center of Enterprise Management Innovation,Chongqing University of Posts and Telecommunications,Chongqing 400065,China)

机构地区：[1]重庆邮电大学经济管理学院,重庆400065 [2]重庆邮电大学企业管理创新研究中心,重庆400065

出　　处：《扬州大学学报（自然科学版）》2021年第6期58-65,78,共9页Journal of Yangzhou University：Natural Science Edition

基　　金：国家自然科学基金资助项目(71902079);重庆市社会科学规划资助项目(2018BS70);重庆市教委科学技术研究资助项目(KJQN201900606).

摘　　要：针对大数据背景下供应链中产品与延保服务的联合定价及上下游企业协调合作问题,构建制造商和在线零售商集中与分散决策下的利润模型,对比均衡决策下的大数据分析能力、延保服务价格以及制造商和在线零售商利润的差异,提出大数据背景下协调供应链的大数据成本分担契约,并通过数值算例分析了产品价格系数及大数据敏感系数等对供应链最优利润的影响.结果表明:在线零售商可通过提高产品零售价格来弥补服务需求侧的大数据分析成本;制造商的产品价格策略与顾客对大数据信息的重视程度呈负相关关系;在线零售商适度分担制造商的大数据成本有利于产品销量的提升.In view of the joint pricing of products and extended warranty service in the supply chain and the coordination and cooperation between upstream and downstream enterprises under the background of big data.The profit model under the centralized and decentralized circumstance is built.Compared the balanced decisions under the different patterns of large data analysis ability and the differences between the extended warranty service prices and profits,the author puts forward the data cost sharing contract under the background of big data to make the supply chain coordination.The influence of product price coefficient and big data sensitivity coefficient on the optimal profit of supply chain is analyzed by numerical example.The research shows that the online retailers can offset the cost of big data analysis on the service demand side by raising the retail price of their products.There is a negative correlation between the product price strategy of manufacturers and customers'attention to big data information.The moderate sharing of big data cost by the online retailers is conducive to the promotion of product sales.

关 键 词：大数据 延保服务 供应链 联合定价 协调契约 

分 类 号：TP399[自动化与计算机技术—计算机应用技术] F274[自动化与计算机技术—计算机科学与技术]