CAJ | 학술논문

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。
침대산품개진여증치성복무가능존재충돌적정황,근거소비자효용이론구건료산품화증치성복무적수구함수,연구료제조상진행산품개진환시제공증치성복무적선택책략문제。연구표명,당증치성복무효용교고시,제조상동시진행산품개진화제공증치성복무。당증치성복무효용교저시,제조상유4충선택방식：재산품개진성본계수교저적정황하,제조상선택지진행산품개진;재산품개진성본계수교고병차충돌계수교저적정황하,진행산품개진병동시제공증치성복무;재량자도교고시,지향시장제공개진형산품;단재산품개진성본계수족구대적정황하,제조상회방기산품개진,지제공증치성복무。
Considering the potential conflict between product improvement and value-added service, a demand function regarding the product improvement and the value-added service is built based on consumer utility theory. The selection between the product improvement and the value-added service or of both for the manufacturer is studied. The result indicates that the manufacturer chooses to improve products and provide value-added service at the same time when the value-added service utility is relatively high. The result also shows that there are four cases when the value-added service utility is low： when the product improvement cost coefficient is relatively low, the manufacturer chooses only to improve products; when the product improvement cost coefficient is relatively high and the conflict coefficient is relatively low, the manufacturer chooses to improve products and provide value-added service simultaneously; when both the product improvement cost coefficient and the conflict coefficient are relatively high, the manufacturer only makes product improvement; however, the manufacturer only provides value-added service but gives up improving products when the product improvement cost coefficient is sufficiently high.