Research On The Service Provide Mode Of Product Servitised Supply Chain Considering The Power Structure

With the rapid development of global economy and information technology,the product's difference of the manufacturer is increasingly narrowed,and the consumption demand of the customer from product requirements to service requirements based on product.The manufacturing enterprises's business scope is to expand the service and to create more value and promote competition ability.The traditional product manufacturing mode has transformed to the service-oriented manufacturing mode,and the traditional supply chain has also evolved into the product servitised supply chain.The product servitised supply chain provides the product and the service to customers,the service has a variety of service provide modes according to different service provider.Different service provide modes can affect the profit of supply chain,and studies have shown that the power structure can affect the profit of supply chain,and will affect the selection of service provide modes.So,what kind of service provide modes can obtain higher profit of supply chain in different power structures and what kind of power structures is optimal in each service provide mode are not solved.In this paper,Service provide modes of product servitised supply chain are studied integrated application of power structure theory,game theory and utility theory.Game models of different service provider are established to determine the optimal service provide mode in each power structure and the optimal power structure in each service provide mode when the manufacturer is core enterprise,the retailer is core enterprise and the manufacturer and the retailer have equal power,and simulation is conducted using SAS software.In this paper,the main research conclusions and innovation points are as follows:(1)Service provide modes of product servitised supply chain are studied from the perspective of power structures.By establishing the game models,problems are solved that the manufacturer or the retailer provides services,the manufacturer and the retailer provide services together or individual,services are homemade or outsourcing,the manufacturer or the retailer outsources services to the third party service company,the manufacturer or the retailer and the third party service company provide services together or individual.Determining the optimal service provide mode in the three power structures and the optimal power structure in each service provide mode The study found that when the manufacturer or the retailer provides services,there are two NASH equilibrium solutions:(the manufacturer is core enterprise,the retailer provides services)and(the manufacturer provides services,the retailer is core enterprise).In the same power structure,the manufacturer and the retailer provide services together is always better than the manufacturer or the retailer to provide services individual.The manufacturer or the retailer always prefers to provide services rather than outsourcing.When the manufacturer or the retailer outsources services to the third party service company,there are two NASH equilibrium solutions:(the manufacturer is core enterprise,the retailer outsources services to the third party company)and(the manufacturer outsources services to the third party company,the retailer is the core enterprise).In three power structures,the manufacturer and the retailer have equal power is the optimal power structure(2)Considering the customer as a participant of the game,the customer selects the service of the third party service company and the manufacturer or the retailer on the basis of customer utility.Building the game model which the third party service company and the manufacturer or the retailer provide services together and the third party service company provides services individually.Comparing the equilibrium results of two kinds of service provide modes,it is found that with the increase of the third service company's service cost,service level of the third service company,service demand,profits of the supply chain member and the total profit of supply chain are reduced.When the manufacture or the retailer provide services together with the third service company,the service total demand,service level,the manufacturer or the retailer's profit,the total profit of supply chain and the customer's total utility increase,but the third service company's profit decreases(3)Considering existent competition between the chain and chain of product servitised supply chain,establishing the game model of the manufacturer provides services and the retailer provides services in three power structures when the manufacturer is core enterprise,the retailer is core enterprise and the manufacturer and the retailer have equal power.Analyzing the competition intensity has an impact on the decision variables and profits of product servitised supply chain.Determining the optimal service provide mode and the optimal power structure of two kinds of service provide modes in different competitive strength and three power structures It is found that there are four NASH equilibrium solutions:(the manufacturer is core enterprise,the retailer provides services),(the manufacturer provides services,the retailer is core enterprise),(the manufacturers is core enterprise,the manufacturer provides services),(the retailer is core enterprise,the retailer provides services).In three power structures,the manufacturer and the retailer have equal power is the optimal power structure.(4)The two stages product servitised supply chain is extended to N stages,establishing the game model of the core enterprise's optimal location of N stages product servitised supply chain when the manufacturer provides services or the retailer provides services.Studying the core enterprise's optimal location and influencing factors from the perspective of quantitative,and analyzing the core enterprise deviates from the optimal position has an impact on the cooperation relationship between upstream enterprises and downstream enterprises,and determining the optimal service provide mode when the core enterprise is in different position and the core enterprise's optimal location in two kinds of service provide modes.It is found that when the position of core enterprise is in the upstream of supply chain,the optimal service provide mode is the retailer provides services.When the position of core enterprise is in the downstream of supply chain,the optimal service provide mode is the manufacturer provides services.When the manufacturer provides services,the optimal location of core enterprise is in the downstream of supply chain.When the retailer provides services,the optimal location of core enterprise is in the upstream of supply chain.The research conclusions of this paper reveal that power structures have an impact on the choice of service provide modes of product servitised supply chain.Which provide the reference to select service provide modes and power structures of product servitised supply chain.In addition,the optimal power structure of product servitised supply chain in each service provide mode is also studied,which supplements and enriches the theory of power structures of supply chain.