面向延保服务的网购供应链协调策略研究

针对网购供应链延保服务决策效率和利润均衡问题，考虑产品故障率情形下，从延保价格、产品价格以及销售努力水平同时影响延保市场需求的角度，利用Stackelberg博弈构建了第三方服务商和电商平台的延保收益函数。分析比较了集中决策和分散决策下网购供应链的最优延保决策问题，探讨了2种收益共享契约对面向延保服务的网购供应链协调效果。研究表明，无论是集中决策还是分散决策，产品故障率的大小会同时影响延保服务的价格、销售努力水平、销售量及延保利润；传统收益共享契约无法实现面向延保服务的网购供应链协调，而改进收益共享契约并保证收益共享系数在合理区间取值，可优化电商平台、第三方服务商以及供应链系统的延保决策效率，实现供应链各主体延保收益的帕累托改善。

A Research on Pricing and Coordination Strategy in Online Shopping Supply Chain for Extended Warranty Service

Aiming at the problem of decision-making efficiency and profit balance of the online shopping supply chain extended warranty service, considering the product failure rate, starting from the situation where the extended warranty price, product price and sales effort level also affect the extended warranty market demand, and using Stackelberg game to construct the extended warranty income function of the third-party service provider and e-commerce platform, the optimal extended warranty decision problem of the online shopping supply chain under centralized decision and decentralized decision is analyzed and compared, and the effect of two types of revenue sharing contracts on the online shopping supply chain for extended warranty explored. The research shows that whether it is centralized decision-making or decentralized decision-making, the failure rate of the product will affect the price, sales effort level, sales volume and profit of the extended warranty service; and the traditional revenue sharing contract cannot realize the online shopping supply chain coordination for the extended warranty service. Through the improved revenue sharing contract, ensuring that the revenue sharing coefficient is in a reasonable interval, the extended warranty service decision efficiency of the e-commerce platform, the third-party service provider and the supply chain system can be optimized, thus achieving Pareto improvement of the extended warranty benefits of the supply chain entities.