Research On Product Warranty Strategies And Services Design Based On Customer Demand

With the acceleration of technology advancement and the globalization ofeconomy, business completion is becoming more and more intense, and therefore themarketing value of product-warranty becomes more significant than ever. In order tomaximize the marketing effect of product-warranty strategies, manufactures mustkeep digging the value of product-warranty marketing and send marketing signals toconsumers via the optimization and adjustment of the product-warranty period,warranty scope, and service strategies. From the perspectives of competition andservice, based on the consumers’demand characteristics of product warranties and themarketing path of the warranty signal, this dissertation conducts a thorough study onthe manufacturer product basic warranties, extended warranties and warranty servicestrategies configuration by using systematic thinking methods. The major researchfindings of this dissertation are summarized as follows:First, the role of product-warranty in the processes of production and sales isanalyzed, as well as its evolution process; the relationship between theproduct-warranty and perceived quality is also discussed; in view of the limitations ofthe current study on the products warranty served as the product reliability signal, thisdissertation proposes the models for testing the marketing signal effects ofproduct-warranty from four dimensions, and the ideas for configuringproduct-warranty policies in terms of market and competition requirements. Then theworking paths of product-warranty signals and its values in the competitiveenvironment are analyzed by using the behavioral experimental research method, aswell as the competition-oriented and demand-oriented product-warranty strategiesdesigning methods in combination with previous research findings.Second, the demand characteristics of the extend product warranty are analyzed;considering the influences of the consumer risk attitudes, the extend warranty pricingmodel is constructed based on the product reliability theory; the price designingmethods for single product warranty are also discussed. For the series of productscoming from the same production line, the pricing models of the single productwarranty have been extended; the pricing models of the extended warranty for thesame product with different specifications under the same production line areconstructed by adopting the strategy of observing closely the selling price in market;in addition to these, the fluctuation of the products’ sale price is also considered when analyzing the extended warranty pricing methods for the different price fluctuationrange in the market of the series of products.Third, the demand differences between manufacturers and maintaining serviceproviders towards the product-warranty period and warranty scope have beenanalyzed in terms of the maintaining service outsourcing situation; and thecollaborative designing methods among manufacturers and maintaining serviceproviders for product warranty and service stratagy is also discussed from theperspective of supply chain.Fourth and finally, in view of the trend of the separation between manufacturingand maintenance service, and under the background of that manufacturers areresponsible for the provision of the spare parts for those failure products within thewarranty period, this dissertation explores the inventory controlling thoughts for themaintenance parts under the two-dimension warranty based on the reliability theory,and proposes the dynamic-stage inventory management policies.