| With the rapid development of service industry, the traditional manufacture industry and the service industry show a new trend of integration and common development. Increased cooperation between different industries and the share of advanced science and technology make the boundaries between service industry and manufacturing industry become blurred. The phenomenon manufacture industry and retailer industry is expanding to service industry is more obvious. The modern business enterprise should not only focus on the product itself, also need to pay attention to provide the corresponding product extended warranty. Manufacturing enterprises began to extend value chain to the related products and services and provide value-added services for their products. During the durable life cycle of the products, customer support or customer service stage is a long time, such as product replacement parts, product maintenance and repair, software update services and so on is gradually becoming the source for the taking the market share, establishing a brand and increasing profits.Not only the manufacturer attach importance to provide customer service support to customers, vendors have begun to extend value chain to the related products and services. For the reasons for customer service and cost, there is also a new mode the manufacturer or retailer entrust the third party to provide the service. When consumers purchase the durable goods, meanwhile choose to pay a fee, can enjoy the products service outside the free warranty period, namely the product extended warranty. On one hand extended product warranty can provide more products and services enjoyment for consumers at a small fee at the same time. On the other hand it can enhance customer loyalty for manufacturers, consolidate and expand the market, to obtain the service business income, open a new profit growth point at the same time.In practice, most products are sold through retailers, but the person who offer or sell extended warranty services is not only retailers, manufacturers but also third party service provider. Service providers provide services need to pay the service cost at the same time, input and output of products services has become the focus of attention. The author analyze and compare many mode of product extended warranty (provided by retailers or manufacturer or third-party service provider trusted by retailers or manufacturers) on condition that a layer of supply chain, master slave two echelon supply chain, two layer competitive supply chain.The core question of this research:Based on the supply chain management perspective, under the internal and external competition environment, for product extended warranty, how to choose the providing mode, sales mode and the operation strategy can maximize the profit of supply chain members and optimize supply chain system.This paper mainly involves the following research work:(1) Explore the market strategy of manufacturer product warranty service, to find a suitable starting point from the association that between manufacturers service and product quality.(2) Specifically explore the mode selection strategy of the product extended warranty and look for service model selection strategy based the service cost comparison.(3) Analyze the influence of product extended warranty service level on the sales model choice; reveal the service level influence on the supply chain double marginal effect and complementary effect.(4) Explore the consumers influence on the service mode selection strategy of product extended warranty. Reveal the influence of the consumers demand Sensitive index on product extended warranty service design, supply and sales. Provide decision support for outsourcing and marketization the product extended warranty.(5) Explore product extended warranty effect on competitive supply chain strategy and obtains Competitive products sales and design strategy under the influence of product extended warranty.(6) Study the influence of the external competition environment on product extended warranty design, supplement and sales strategy. The results show that reinforcing the product extended warranty is an important means to maintain sustainable competitive power of manufacturers in the global competition.Through the theoretical and empirical analysis, this paper gets the following main conclusions:(1) The manufacturer can improve product sales prices slightly, lower product extended warranty price, which shows the level of product quality, but also can promote consumer demand for products extended warranty.(2) In master-slave two echelon supply chain system, product warranty service provided by the manufacturer or by retailer is related to service cost ratio of the two.(3) Product extended warranty level affects the manufacturer's profits under M and R mode which is in line with the law of diminishing marginal returns. The warranty level effect the product extended warranty sales channels choice of manufacturers is segmented.(4) Without the third party service provider, regardless of consumer extended warranty demand sensitive index size, manufacturers have always been willing to provide warranty service by retailers, but retailers need to weigh the sensitive index under different mode, select the appropriate channel mode.(5) With the increase of coefficient of efficiency promotion to retailers, retailers are more dynamic to sell product extended warranty. For the manufacturers who have basic product warranty service different advantages for, retailers influence product warranty service sales on the profit of the different.(6) In product market Monopoly environment, whether supply chain members choose to provide extended product warranty depend on the size of the service cost. In the product market competition environment, whether supply chain members choose to provide product warranty service depends on the size of the service cost on the basic product warranty period of service competitive manufacturer.The following is the innovation and contribution of this paper:(1) Construct products and product extended warranty demand function which reflect the degree of risk aversion of consumer; discusses the impact of product warranty service level on the double marginal effect and complementary effect in supply chain.(2) Define demand sensitive index which reflect the consumer demand for products and services. On the background that the product extended warranty model is extended to such degree that is outsourcing to third party service providers, used consumer sensitivity index as a parameter selection strategy service mode, put forward the service mode choice strategy.(3) Describe the consumer's product and service preferences by using a two-dimensional spatial models to explore the effect of product extended warranty supplement and sale on related competitive supply chain strategies.(4) Put forward supply chain product extended warranty supplement and operation strategy under two kinds of market environment (one is product market monopoly and the other is product market competition); put forward the supply chain coordination strategy under two kinds of market environment. |
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