摘要
在两个消费者支付意愿存在差异的市场中,考虑存在零售商窜货的多产品竞争,分别建立无售后模型、制造商售后模型和零售商售后模型,并分析了不同售后服务模式对供应链结构中各主体运营决策和利润的影响。研究发现制造商在市场中占据领导地位时,其售后服务决策始终不受其他跟随竞争者的影响,提供售后服务始终可以增加自身的利润和销售量,同时抑制零售商的灰市投机行为和替代竞争产品的销售。零售商不能盲目提供售后服务,当高价市场的消费者支付意愿在一定阈值内或者大于某一阈值时,零售商采取售后服务策略能够有效抵御利润下降的风险,证明零售商采取售后服务措施是有效的,并且需要观察消费者对产品的购买欲望再做决定。
In two markets where consumers'willingness to pay is different,considering the multi-product competition of retailers'cross-selling,the paper establishes the non-after-sales model,the manufacturer's after-sales model and the retailer's after-sales model respectively,and analyzes the inf luence of different after-sales service models on the operational decisions and profits of each main body in the supply chain structure.It is found that when a manufacturer occupies a leading position in the market,its after-sales service decision is always not affected by other competitors.Providing after-sales service can always increase its own profit and sales,and restrain retailers'speculating in the gray market and sales of alternative competitive products.Retailers cannot blindly provide after-sales service.When consumers'willingness to pay in high-priced markets is within or greater than a certain threshold,retailers can effectively resist the risk of profit decline by adopting after-sales service strategies,which proves that after-sales service measures taken by retailers are also effective,and it is necessary to observe consumers'purchase desire and decision on products.
作者
曹文彬
张思绮
CAO Wenbin;ZHANG Siqi(Business School,Jiangnan University,Wuxi 214122,China)
出处
《物流科技》
2023年第14期124-132,共9页
Logistics Sci-Tech
关键词
灰色市场
售后服务
产品竞争
感知价值
运营策略
grey market
after-sales service
product competition
perceived value
operation strategy
