基于服务价格和质量承诺的服务商竞争策略研究

现有研究仅关注单一服务商的质量承诺决策，而忽视多个服务商关于服务价格和质量承诺的竞争策略。为弥补这种研究不足，本文的研究并不仅停留在单一的服务承诺研究，而是扩展到服务价格层面进行综合研究，以此探讨服务商竞争策略。本文构建3种竞争模型，并运用最优化方法研究，得到结论如下。1) 在基于服务价格的竞争模型中，当质量承诺水平一定时，一旦有服务商涨价，其他服务商会制定相同的决策。然而，一旦有服务商提高质量承诺水平，其他服务商会制定降价决策予以应对。2) 在基于质量承诺水平的竞争模型中，当服务价格一定时，一旦有服务商提高质量承诺水平，其他服务商会适当地降低质量承诺水平来减少服务失败时的补偿。一旦有服务商从服务价格层面提升竞争力，那么，为应对这种竞争策略，其他服务商就会从质量承诺方面进行补偿。3) 本文基于服务竞争策略研究而建立了竞争模型，从模型研究中发现，各个服务商之间必然存在纳什均衡。本文对服务市场竞争环境下，关于服务价格和质量承诺的竞争策略的制定有一定的实践指导意义。

Competitive Strategies of Service Providers Based on Service Price and Quality Guarantee

Existing researches focus only on quality commitment decisions of a single provider and ignore the competitive strategies of multiple providers regarding service price and quality commitment. To make up for this deficiency, this research extends to the service price level comprehensive research, rather than constrained in a single service commitment research. To discuss service competition strategy, three competition models are built and the optimization method used. The research has found: (1) based on service price competition model, when quality commitment level is certain, once a service provider raises price, other service providers will make the same decision. However, once some service providers improve their quality commitment level, other service providers will respond with price reduction decisions. (2) In the competition model based on the quality commitment level, when the service price is certain, once a service provider improves the quality commitment level, other service providers will appropriately reduce the quality commitment level to reduce the compensation for service failure. Once some service providers improve their competitiveness from the service price level, other service providers will compensate in terms of quality commitment. (3) A competition model is established based on the study of service competition strategy. The model research shows that there must be a Nash equilibrium between service providers. A practical guidance can be induced for competitive strategies on service price and quality commitment in the service market.