供應鏈最適價格協商與產品保固策略之研究

Abstract

保固服務是近年來企業相當仰賴的競爭工具，提供保固服務的企業遍及相當多的產業，包括汽車、家具、消費性電子產品等，產業範圍相當廣。保固服務的龐大商機也吸引了製造商、零售商以及第三方保固提供者進入市場。然而，製造商由於距離消費者較遠，提供保固服務的條件可能較為不利，因此常委託零售商代理銷售保固服務與產品，此時將可能產生代理人問題。一般而言，保固服務常與產品共同銷售，因此企業提供保固服務並銷售產品時，必須同時進行保固服務與產品之最適化定價決策。除此之外企業在進行最適化決策時，還必須考慮與消費者進行價格協商的實務情況，此時最適化問題更加複雜許多。因此，本研究建構量化模型，試圖為販售保固服務企業提供一個理性數量決策方法；以委託代理人模型為基礎，建構保固服務與產品定價數量模型，並且加入Generalized Nash bargaining solution模式於模型之中，分析保固服務、產品以及價格協商三者之最適化定價問題。最終由數量模型提出零售商以及製造商在提供保固服務之最適定價模式，並發現成本結構與延長保固服務之關係以及產品品質與延長保固服務之間的替代效果對廠商利潤影響，最終歸結出在製造商及零售商在零售策略決策上的利益衝突之代理人問題。

Warranty service has been an essential tool for companies to become relatively competitive in several industries, including automobile, cellphone and household appliance. In addition to manufacturers, the growing market of warranty service has also attracted retailers and independent warranty providers to enter the market. Compared to retailers, however, cost of creating individual warranty sales channel is usually higher for manufacturers. This cost difference forces manufacturers to delegate the warranty service to retailers, which indirectly results in serious agency problem. Moreover, due to inseparable nature between the product and its warranty service, it is crucial to include the issue of price optimization while solving optimal warranty problems. The issue of price negotiation between the retailers and the customers is also discussed under the warranty service domain. The research is based on principal-agent model with the introduction of generalized Nash bargaining solution to describe the outcome of negotiation between the retailers and the customers. The model aims to provide a methodology to obtain practical applications of optimal strategies of warranty service, product pricing and price negotiation. Our analysis result shows that the marginal cost of providing extended warranty and substitution between the basic and extended warranty influence the profits of both parties. In addition, the power to determine the channel strategies also has impacts on the profit of each party in the supply chain.