The Study On The Distribution Channel Of Extended Warranty Based On The Supply Chain Coordination

In recent years,facing the accelerated economic globalization and increasingly fierce market competition,manufacturers begin to extend their own value chain from the simple product areas to the product and service areas.The warranty service is an indispensable product after-sales service,which can be divided into the base warranty and the extended warranty.The extended warranty is actually a service plan,under which the provider promises to repair,replace,or maintain a product for free or at a lower price over a certain period of time after the manufacturer' base warranty expires.As a marketing tool to attract consumers,the extended warranty service of product brings big concessions to consumers,at the same time for enterprises to find a new profit source.Now the extended warranty of product has become a powerful way for the business to improve product quality and consumer satisfaction.Early on,the extended warranty was provided only by the product manufacturer.With the popularity of the extended warranty and its considerable profit margins,retailers and third-party suppliers also keep a close watch on the extended warranty market and provide the extended warranty service to consumers in recent years.However,there are still many examples during the life that large-scale product manufacturers sell the extended warranty service indirectly,directly or through the dual distribution channel.On the electrical products,the manufacturers,providing the extended warranty service in the domestic market currently,include Dell,Lenovo,Haier and so on.So for the manufacturers,it is an urgent problem to be solved that what kind of channel should be chosen to sell the extended warranty and how to design the extended warranty.For several common distribution channels that manufacturers sell the extended warranty,this paper will quantitatively analyze the choice of four distribution channels of manufacturers' extended warranty from the micro level by constructing the Stackelberg game model,combined with the consumer risk preference and the extended warranty length.At the same time,we qualitatively analyze the essential reason for different profit between channels from the perspective of double marginalization effect and complementary goods effect.We try to solve the following questions according to the game theory model:How does the different distribution channels affect the optimal length of the extended warranty and what is the relationship between the optimal lengths of the extended warranty in the four models?Should the manufacturer sell the extended warranty directly or through retailer?How does the different distribution channels affect the profit of manufacturers,retailers and supply chain systems?...