The Research Of Manufactuting Company Carrying Out Extended Service Policy Based On Game Theory

The improvement of popularity of products'research and development techniques and imitation capability of companies lead to more serious homogenous phenomenon of products on the market. In the mean time, the vicious price war among enterprises is becoming more competitive making the manufacturing enterprises have to extend their business to the after-sale services. Manufacturing enterprises can not only compete with independent enterprises who provide service by developing offering service but also choose the third party service provider as outsourced service enterprise with providing training to make it take part in the competition in place of itself because of the existence of third party service provider. However, with the development of diversity of service kinds of products on the market and the customers'perception of quality of service and pricing of service is changing, the traditional methodology of choosing one time service as research object and making customers choose single service provider can no longer offer guidance for the nowadays manufacturing enterprises. This article has done systematic and deep research into the problems such as the generation of different kinds of service due to the fact that providing manufacturing enterprises with different service intensity and pricing of competition with independent service provider. The main work is as follow:Firstly, this paper describes the basic solving methods used in this research which are the correlation theories about game theory, focusing on the Nash equilibrium and sequential rationality which are involved in the follow-up model building and solving. A classification method based on the service category which is given in the product life cycle is provided, and the c ontinuous life service and discrete regular service which shall be mainly focused on is suggested.Secondly, builds model and analyze two different strategies for the life service such as developing independent service for the manufacturing enterprise and adopting outsourced service. The model change service provider in the use of products based on fact that the customers'perception of service quality and service pricing is rational and it can determine the profit of enterprises who can provide service. In the end it can offer solutions to the equilibrium price. Use MATLAB software to solve the problem by setting the parameters of relevant market environment, customers'perception and coordination contract and offer numerical outcome by analyzing the dynamic process of equilibrium price and equilibrium benefit in different scenarios.Then the product life cycle of regular service can be divided into two strategies, that is manufacturers carry out services alone and manufacturers outsource their services, and build the models respectively. Regular service has the characteristics of discrete, and the service population can be divided in accordance with the quality of service preferences. Then the article analyzes the process of customer perceived effectiveness and service provider changes during continuous service process. Based on the theories above, proposed the process of models formulation, analysis and solution. After numerical simulation, mainly analyzes the dynamic changing process of category of different groups, optimal service training quality , equilibrium service pricing and equilibrium service benefit by using different parameters and the stepping characteristics indicated that regular service is different from continuous service.Lastly, gives the process of model building and analyzing based on the analysis of product cycle time of continuous service and regular service showing the effectiveness and widespread of the model the paper offers.