汽车产品二维基础质保策略设计研究  

Research on strategy and design of two-dimensional basic warranty for vehicle products

作　　者：赵方方 杨依霏 何曙光[2] ZHAO Fang-fang;YANG Yi-fei;HE Shu-guang(School of Economics and Management,Tiangong University,Tianjin 300387;College of Management and Economics,Tianjin University,Tianjin 300072)

机构地区：[1]天津工业大学经济与管理学院,天津300387 [2]天津大学管理与经济学部,天津300072

出　　处：《机械设计》2022年第4期65-74,共10页Journal of Machine Design

基　　金：国家自然科学基金重点项目(72032005)。

摘　　要：当前对汽车质保策略的研究多基于制造商角度,忽略了消费者的质保效用,且多数研究仅对汽车的质保期或维修策略进行优化,未将质保期、产品价格及预防性维修(Preventive Maintenance, PM)策略进行联合优化。文中针对以上不足,考虑制造商和消费者双方利益,提出了基于sigmoid函数的消费者质保效用模型,建立制造商利润最大化和消费者质保效用最大化的多目标函数,对汽车二维基础质保期、产品价格和PM策略进行联合优化研究,为制造商制订汽车质保策略提供参考。最后以某型号汽车制造商为算例,对主要参数进行灵敏度解析。结论显示,与该汽车制造商的原策略相比,所提出的联合优化策略可使制造商利润提高5%,消费者质保效用提高15倍,验证了所提方法的有效性。Currently, most studies on two-dimensional basic warranty for vehicle products are from the perspective of manufacturers, ignoring the consumer warranty utility;besides, they merely optimize the warranty period or maintenance strategy of vehicles, instead of jointly optimizing the warranty period, product price and preventive maintenance(PM) strategy. In this article, in order to address these shortcomings, based on the interests of both manufacturers and consumers, the sigmoid-function model of the consumer warranty utility is proposed;the multi-objective function is worked out to maximize the manufacturers’ profit and the consumer warranty utility. Then, joint efforts are made to explore the two-dimensional basic warranty period, product price and PM strategy, so as to provide reference for manufacturers to formulate the automotive warranty strategies. Finally, with a car manufacturer as an arithmetic example, the sensitivity analysis is performed on the main parameters. The conclusions show that compared with the original strategy, the joint-optimization strategy can increase the manufacturers’ profit by 5% and the consumer warranty utility by 15 times, which has validated effectiveness of this method.

关 键 词：汽车质保策略 二维基础质保 预防性维修 消费者质保效用 产品价格 

分 类 号：F270[经济管理—企业管理]