CAJ | 학술논문

售后服务在当前家电市场竞争中扮演着重要的角色，其管理问题一直以来都备受各方关注。作为企业的业务单元，在不同的渠道结构中，家电售后服务既可能成为渠道成员间竞争的业务，也可能成为相互促进收益的业务。因此对家电售后服务的管理问题需要区分竞争性与互补性的情况。文章从生产商角度，针对涉及较少的互补性服务进行研究，通过建立博弈模型，分析了常见的三种售后服务管理模式对生产商的收益的影响，认为生产商集中管理互补性的售后服务，未必始终有利于渠道成员的利益；在一定范围内，由生产商与下游企业合作提供互补性的服务，能够保障双方的收益，实现共赢。
수후복무재당전가전시장경쟁중분연착중요적각색，기관리문제일직이래도비수각방관주。작위기업적업무단원，재불동적거도결구중，가전수후복무기가능성위거도성원간경쟁적업무，야가능성위상호촉진수익적업무。인차대가전수후복무적관리문제수요구분경쟁성여호보성적정황。문장종생산상각도，침대섭급교소적호보성복무진행연구，통과건립박혁모형，분석료상견적삼충수후복무관리모식대생산상적수익적영향，인위생산상집중관리호보성적수후복무，미필시종유리우거도성원적이익；재일정범위내，유생산상여하유기업합작제공호보성적복무，능구보장쌍방적수익，실현공영。
After-sale service plays an important part in market competition among house-hold electrical appliance enterprises. The management problem has always been highly focused. As a business part of enterprises, after-sale service of house-hold electri- cal appliance may be competitive business among sellers, or be complementary business in different channel structures. So the com- petitive and complementary situations should be distinguished. In this paper, the less studied complementary service is discussed. Game theory model is established and influence on manufacturers＇ profit of three common management modes is analyzed. The result shows the centralized management of after-sale service may not be always profitable, and under certain conditions, the mode where complementary after-sale service is carried on both by manufacturer and downstream member would achieve a double-win outcome.