产品服务能力与定价联合优化策略机制研究--基于动态性和非线性视角

摘要

In order to dynamic change of customer demand quickly and enhance management efficiency of product service capacity , a queuing optimization model is established to address dynamic and nonlinear difficulties of product service demand , by using state related demand rate function and cost-benefit rate function .By consider-ing demand change features of customer in the process of product servitilized , customers are divided into four dif-ferent categories:affordable , economical , professional and quality , from two dimensions of service capacity and price .In allusion to intrinsic relationship of service capacity and price , cost dominated strategy , service capacity dominated strategy , price dominated strategy and product service capacity pricing joint strategy are established by using thequeuing optimization model respectively .Finally, with the aid of enterprise operation example of Nan-yang pump industry , the superiority of the product service capacity pricing joint strategy is verified , and that the evolution path and implementation countermeasures are given .%为了快速响应客户需求的动态变化和提高产品服务能力的管理效率，运用状态相关需求率函数和成本收益率函数，建立用以解决产品服务需求动态性和非线性难题的排队优化模型。通过考虑产品服务化过程中客户需求变化特征，从服务能力和价格两个维度将客户划分为实惠型、经济型、专业型和品质型四个不同类别。依据客户产品服务需求动态演变阶段，针对服务能力与价格的内在关联性，运用排队优化模型分别构建了成本领先策略、服务能力领先策略、价格领先策略和产品服务能力定价联合策略。最后，借助南阳泵业企业运营实例，验证了产品服务能力定价联合策略的优越性，并给出产品服务能力定价联合策略演化路径及其实施对策。