延伸售后保证服务对电子产品供应链决策的影响分析

摘要

This paper studies the impact of extended after-sale service guarantee on the decision-making of electronic product sup-ply chain.It also analyzes the optimal decision-making of three different service patterns of"extended after-sale service guarantee". The findings are as follows:(1 )Under decentralized decision-making,provided that service costs are equal,retailers'offering of ex-tended after-sale service guarantee can reduce both the retail price and the price of extended after-sale service guarantee,thus gai-ning higher economic and social benefits;(2)The impact of sensitivity coefficient of extended after-sale service guarantee on the op-timal decision-making in various modes is consistent under either decentralized or centralized decision -making.The retail and wholesale prices are its increasing function while its decreasing function is the profit of supply chain members and the service price of extended after-sale service guarantee;(3)Compared with decentralized decision-making,centralized decision-making results in lower retail price and higher service price of extended after-sale service guarantee,no matter the service is offered by the manufacturer or the retailer.Extended after-sale service guarantee becomes a warranty to ensure increased system profit.%文章研究了延伸售后保证服务对电子产品供应链决策的影响，分析了三种不同“延伸售后保证服务”提供模式的最优决策问题，结果表明：当服务成本相同时，分散决策结构下，零售商提供延伸售后保证服务，能够降低零售价格和延伸售后保证服务价格，可以获得较高的经济效益与社会效益；无论是分散决策还是集中决策，延伸售后保证敏感系数对不同模式最优决策的影响是一致的，零售价格与批发价格是其增函数，供应链各成员的利润、延伸售后保证服务价格是其减函数；当集中决策时，无论是制造商还是零售商提供“延伸售后保证服务”，集中决策有较低的零售价格，和更高的“延伸售后保证服务”价格，延伸售后服务成为系统利润增加的保证。