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论文编号：	12403
作者编号：	2120192788
上传时间：	2021/6/10 14:24:30
中文题目：	产品迭代下以旧换新的延保服务策略研究
英文题目：	Optimal Extended Warranty Strategy with Trade-In Program under Product Iteration
指导老师：	侯文华
中文关键字：	以旧换新；延保服务；策略型消费者；产品迭代
英文关键字：	Trade-in; Extended Warranty Service; Strategic Consumer; Product Rollover
中文摘要：	近几年，市场上出现了一种将以旧换新和传统延保服务相结合的新型延保服务，在本文中称之为“换新延保服务”，购买此类延保服务的消费者不仅可以享受企业提供的传统延保服务，还可在企业承诺的以旧换新期限内，参与以旧换新升级换购新产品。换新延保服务的出现给消费者提供了更多样化的选择空间，也使得企业需要根据消费者的消费行为进行决策。 本文以产品的创新迭代为背景，研究了面对策略型消费者，企业的延保服务策略选择和迭代产品、服务的最优定价决策。本文重点考虑无延保服务、传统延保服务和换新延保服务三种不同的延保服务策略选择问题，并考虑企业采取撇脂定价和渗透定价两种不同的迭代定价策略，以及对换新延保服务采取动态定价、预先宣布价格两种不同定价策略的情形。本文在对策略型消费者的跨期购买决策和消费行为进行分析的基础上，构建企业在不同情境下的两阶段动态优化模型，求解模型并对模型结果进行对比分析，得到企业的最优延保服务和定价策略，并借助参数敏感性分析和数值分析的方法对模型重要参数对企业决策的影响做了进一步的分析。 本文的研究结论表明，企业提供延保服务始终优于不提供任何延保服务，且目标消费群体的策略程度越强，提供延保服务可获得的额外利润越高；换新延保服务并不一定能给企业带来额外利润，而取决于企业的以旧换新服务成本。企业可利用换新延保服务对二代产品市场进一步细分，并对新旧消费者实施价格歧视，且市场消费群体越短视，企业实施价格歧视的程度越高；若企业提高延保服务水平，也应同时加大以旧换新折抵力度，激励消费者重复消费，以提高企业的整体利润。 本文在产品迭代的背景下，重点对现有文献中鲜少关注的“换新延保服务”这一将以旧换新和延保服务相结合的新型延保服务进行研究，丰富了相关领域研究内容，得到的结论对企业的管理实践具有一定的指导意义。
英文摘要：	In recent years, a new type of extended warranty service that combines trade-in and traditional extended warranty service has appeared on the market, called "Extended Warranty with Trade-in" in this thesis. Consumers who purchased such extended warranty service can not only enjoy the product extended warranty service provided by the firm, but can choose to participate in the trade-in upgrade for the new product within the firm’s promised trade-in period. The "Extended Warranty with Trade-in" service provides consumers with more diversified choices. Firms need to further make relevant decisions based on consumers' behavior. Based on product innovation iteration, this thesis studies the firm's strategic choice of extended warranty service and the optimal pricing decision of iterative products and services considering strategic consumers. This thesis focuses on the optimal choice among three different extended warranty service strategies: no-extended warranty, traditional extended warranty, and extended warranty with trade-in. It also considers two different rollover pricing strategies of skimming pricing and penetration pricing, as well as two different pricing strategies of dynamic pricing and pre-announced prices for the extended warranty with trade-in. Based on the analysis of strategic consumers’ intertemporal purchasing decisions and rational consumption behavior, this thesis constructs a two-stage dynamic optimization model for the firm in different situations and compares the results of these models to obtain the optimal extended warranty service and pricing strategy of the firm. It also analyzes the impact of several parameters on the frim’s decision-making using parameter sensitivity analysis and numerical analysis. The conclusions of this thesis show that providing extended warranty service is always better than not providing any extended warranty service, and the stronger the strategic level of the target consumer group, the higher the additional profit that can be realized by providing extended warranty services. Offering the extended warranty with trade-in may not necessarily bring the firm additional profit, it depends on the cost of the firm’s trade-in service. The firm can use the extended warranty with trade-in service to further subdivides the second-generation product market and implement price discrimination against new and old consumers. The more myopic the market consumer group, the higher the degree of price discrimination will be implemented by the firm; if the firm improves the extended warranty service level, the trade-in discount should be increased to encourage consumers to repeat consumption. In the context of product rollover, this thesis focuses on the "Extended Warranty with Trade-in", a new type of extended warranty service that combines trade-in and extended warranty service, that has rarely been considered in the prior literature. The conclusions have significant guidance to the management practice for enterprises.
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