考虑集成商营销努力的养老服务提供商服务质量激励研究  

The Incentive Study on the Quality Improvement of Elderly Service Providers Considering the Marketing Efforts of Integrators

作　　者：易丹 胡俊 胡韩莉 李青松 Yi Dan;Hu Jun;Hu Hanli;Li Qingsong(School of Economics&Management,Changsha University of Science&Technology,Changsha 410114,China;School of Logistics and Transportation,Central South University of Forestry and Technology,Changsha 410004,China)

机构地区：[1]长沙理工大学经济与管理学院,长沙410114 [2]中南林业科技大学物流与交通学院,长沙410004

出　　处：《技术经济》2023年第12期152-161,共10页Journal of Technology Economics

基　　金：教育部人文社科青年项目“供需精准匹配视域下养老服务递送质量的提升路径研究”(22YJCZH221);湖南省自然科学基金青年项目“社会化媒体下“认知-偏好-意愿”驱动的智慧健康养老服务消费激励策略研究”(2022JJ40515);湖南省自然科学基金青年基金项目“基于区块链技术的供应链产品质量控制机制研究”(2021JJ41089);湖南省教育厅优秀青年项目“社会化媒体下基于“认知-信任-偏好”的居家养老服务支付意愿研究”(21B0341);湖南省自然科学青年基金“以次充好掺假行为下农产品供应链质量甄别与激励合约设计研究”(2021JJ40614)。

摘　　要：在考虑养老服务集成商营销努力的情况下,通过设计成本分担契约、收益共享契约激励养老服务提供商改善服务质量,分析了两类激励契约的适用条件;比较了对养老服务质量、营销水平决策和各成员利润的改善作用。研究结果表明:提供商的服务质量、利润会随着成本分担比例的增加而递增,随着收益共享比例的增加而递减;集成商的营销水平会随着成本分担比例的增加而增加,而随着收益共享比例的增加而递减,利润水平会随着成本分担比例和收益共享比例的增加而递减;需求影响系数对三种情境下的提供商和集成商利润产生正向作用,签订成本分担契约对提供商较为有利,集成商可能更倾向于收益共享契约;成本影响系数则对利润产生负向作用,签订收益共享契约对提供商较为有利,对于集成商来说,其利润在三种情境下的差异不大;成本分担契约对激励提供商改善服务质量和集成商提升营销水平具有最佳的激励作用。在大多数情况下,提供商获得的利润总是高于集成商。Taking into account the marketing efforts of elderly care service integrators,cost sharing contracts and revenue sharing contracts were designed to incentivize elderly care service providers to improve service quality.The applicable conditions of these two types of incentive contracts were analyzed.Compared the improvement effects on the quality of elderly care services,marketing level decisions,and profits of each member.The research results indicate that the service quality and profit of providers will increase with the increase of cost sharing ratio,and decrease with the increase of profit sharing ratio.The marketing level of integrators will increase with the increase of cost sharing ratio,and decrease with the increase of revenue sharing ratio.The profit level will decrease with the increase of cost sharing ratio and revenue sharing ratio.The demand impact coefficient has a positive effect on the profits of providers and integrators in three scenarios.Signing a cost sharing contract is more advantageous for providers,and integrators may be more inclined towards revenue sharing contracts.The cost impact coefficient has a negative impact on profits,and signing a revenue sharing contract is more advantageous for providers.For integrators,the difference in their profits in the three scenarios is not significant.The cost sharing contract has the best incentive effect on incentivizing providers to improve service quality and integrators to enhance marketing level.In most cases,providers always earn higher profits than integrators.

关 键 词：服务质量 营销努力 激励契约 

分 类 号：F272.3[经济管理—企业管理]