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针对产品改进与增值性服务可能存在冲突的情况,根据消费者效用理论构建了产品和增值性服务的需求函数,研究了制造商进行产品改进还是提供增值性服务的选择策略问题。研究表明,当增值性服务效用较高时,制造商同时进行产品改进和提供增值性服务。当增值性服务效用较低时,制造商有4种选择方式:在产品改进成本系数较低的情况下,制造商选择只进行产品改进;在产品改进成本系数较高并且冲突系数较低的情况下,进行产品改进并同时提供增值性服务;在两者都较高时,只向市场提供改进型产品;但在产品改进成本系数足够大的情况下,制造商会放弃产品改进,只提供增值性服务。
According to the possible conflict between product improvement and value-added services, the demand function of products and value-added services is constructed according to the theory of consumer utility, and the selection strategy for manufacturers to improve products or provide value-added services is studied. The research shows that when the value-added service is more effective, manufacturers improve products and provide value-added services at the same time. When the value-added service is of low utility, the manufacturer has 4 options: the manufacturer chooses to make only product improvement when the cost coefficient of product improvement is lower; in the case of a product with higher cost of improvement and a lower conflict coefficient , Both product improvements and value-added services are provided at the same time; only improved products are offered to the market when both are higher; but when the cost-of-product improvement factor is large enough, the manufacturer discards product improvements and only adds value service.