考虑消费者偏好的代理零售平台中竞争制造商的扩展服务战略选择

IF 3.9 4区 管理学 Q2 BUSINESS Asia Pacific Journal of Marketing and Logistics Pub Date : 2024-04-15 DOI:10.1108/apjml-10-2023-1063
Bin Liu, Jing Sun, Zongsheng Huang
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引用次数: 0

摘要

目的我们调查了相互竞争的制造商的延保服务战略选择,并研究了它们对零售平台的影响。设计/方法/途径我们构建了一个以零售平台为领导者、制造商为追随者的供应链模型。在同一代理零售平台上,制造商面临着不同的消费者偏好,他们可以销售捆绑延保服务的产品,也可以销售不含任何延保服务的单独产品。研究结果在零售平台上销售延保服务会导致制造商的产品定价降低,产品市场结构也会因消费者偏好的不同而发生变化。零售平台倾向于有条件地提供延保服务。在零售平台上销售延保服务会损害销售有延保服务产品的制造商的利益,而有利于销售无延保服务产品的制造商。原创性/价值讨论了在相同佣金率和不同佣金率模型下,零售平台不销售和销售无延保产品的延保服务的均衡结果,并分别研究了市场的产品结构。
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Extended service strategy choice for competing manufacturers in agency retail platform considering consumer preferences

Purpose

We investigate the extended service strategy choices of competing manufacturers and examine their impact on the retail platform.

Design/methodology/approach

We construct a supply chain model with a retail platform as the leader and manufacturers as the followers. Manufacturers face differential consumer preferences on the same agency retail platform, and they can sell a bundled extended service product and sell a separate product without any extended service.

Findings

The sale of extended warranty services on the retail platform leads to lower pricing of the manufacturers' products and changes in the product market structure in response to differences in consumer preferences. The retailing platform tends to provide an extended warranty conditionally. The sale of extended warranty services on a retail platform would be detrimental to the interests of the manufacturer who sells products with extended warranty services and in favor of the manufacturer who sells products without them.

Originality/value

The equilibrium results of the retail platform’s non-sales and sales of extended warranty services for the no-extended warranty product under the same commission rate and differential commission rate models are discussed, and the product structure of the market is investigated, respectively.

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来源期刊
CiteScore
7.90
自引率
18.90%
发文量
96
期刊介绍: The Asia Pacific Journal of Marketing and Logistics (APJML) provides a unique focus on marketing and logistics in the Asia Pacific region. It publishes research which focus on marketing and logistics problems, new procedures and practical approaches, systematic and critical reviews of changes in marketing and logistics and cross-national and cross-cultural comparisons of theory into practice. APJML is to publish articles including empirical research, conceptual papers, in-depth literature review and testing of alternative methodologies and theories that have significant contributions to the knowledge of marketing and logistics in the Asia Pacific region. The journal strives to bridge the gap between academia and practice, hence it also publishes viewpoints from practitioners, case studies and research notes of emerging trends. Book reviews of cutting edge topics are also welcome. Readers will benefit from reports on the latest findings, new initiatives and cutting edge methodologies. Readers outside the region will have a greater understanding of the cultural orientation of business in the Asia Pacific and will be kept up to date with new insights of upcoming trends. The journal recognizes the dynamic impact of Asian Pacific marketing and logistics to the international arena. An in-depth understanding of the latest trends and developments in Asia Pacific region is imperative for firms and organizations to arm themselves with competitive advantages in the 21st century. APJML includes, but is not restricted to: -Marketing strategy -Relationship marketing -Cross-cultural issues -Consumer markets and buying behaviour -Managing marketing channels -Logistics specialists -Branding issues in Asia Pacific markets -Segmentation -Marketing theory -New product development -Marketing research -Integrated marketing communications -Legal and public policy -Cross national and cross cultural studies
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