Choice Of Supply Chain Extended Warranty Service Channels Under Fair Concern

With the rapid development of e-commerce,more and more manufacturers are expanding their product sales by establishing multiple channels.Under this trend,different channel strategies are prone to channel conflicts.After the channel conflicts occur,the cooperation between enterprises may break down or even end the cooperation relationship.Against this background,this article proposes to explore the extended warranty service channel strategy from an online and offline perspective,and analyzes the online and offline extended warranty service channel structure established by the manufacturer from the perspective of channel conflict.The manufacturer considers the existence of the traditional retailers or online distributors fair concerns,reasonable pricing and profit distribution of extended warranty services,and providing reasonable channel strategies for members of the supply chain under different channel structures,in order to maintain the stability of the channel and supply chain,and provide support for enterprises in making channel strategy decisions.Under the dual-channel or multi-channel channel structure of the extended warranty service in the supply chain,an analysis of the equilibrium strategy between manufacturers and traditional retailers and online distributors is found.(1)The price of the extended warranty service under the multi-channel extended warranty service strategy higher than the price of extended warranty services under the dual-channel extended warranty strategy,competition between multiple channels is more intense;(2)Manufacturers building multiple channel structures are more beneficial to their own profits.At the same time,it is easy to damage the profits of traditional retailers or online distributors of other members of the supply chain in the channel,and it is easier to increase the conflict between channels.(3)As the fair concern coefficient of traditional retailers or online distributors of supply chain members increases,the utility of traditional retailers or online distributors with fair concernbehaviors will decline accordingly.Manufacturers can mitigate this by adjusting wholesale prices.Channel conflicts will reduce the profits of manufacturers and increase the profits of traditional retailers or online distributors of supply chain members.(4)Profits of manufacturers,traditional retailers,and network distributors can obtain the greatest profits under the offline distribution online direct sales and distribution channel structure.At this time,the profits of the entire supply chain are the largest.