Research On Coordination Strategy Of Online Shopping Supply Chain For Extended Warranty Services

Facing the increasingly fierce competition in the online shopping market environment,the profits from traditional product sales are becoming thinner,and e-commerce platforms have launched extended warranty services "bundled" with products as new profit points,and cooperate with third-party service providers Continue to increase the sales content of extended warranty services to improve profits and market competitiveness.However,differences in consumer perceptions of extended warranty services often result in differences in willingness to pay and consumption utility,which in turn affects the level of effort made by e-commerce platforms and third-party service providers and the willingness to cooperate between the two parties.Therefore,this research will focus on the analysis of the supply chain coordination strategy of online shopping for the sales and supply process of extended warranty services.First,through combing and commenting on the literature of extended warranty services,coordinated contracts,etc.,to provide a theoretical basis for the research;second,based on the consumer satisfaction model,portray consumers' heterogeneous preferences for extended warranty services,and define the relevant sensitivity coefficients Scope,identify the impact of consumer heterogeneity preference on each subject 's decision variables;then,after considering the influence of bilateral efforts,build the extended profit function of the third-party service provider of the e-commerce platform with the help of the Stackelberg game model,and conclude A bilateral effort cost sharing contract can coordinate the profit balance between the two parties.Finally,based on the actual situation faced by the online shopping extended warranty service,the coordination effect is analyzed and evaluated through case studies.The main research conclusions are as follows:(1)The sale and delivery process of online shopping supply chain extended warranty services should fully consider the impact of consumers' heterogeneous preferences.The retail price of extended warranty services is negatively correlated with the consumer price sensitivity coefficient,and has nothing to do with the service quality sensitivity coefficient.Risk-averse consumers have the highest level of satisfaction,and under the circumstances of lower extended warranty prices and higher service quality levels,it can achieve increased demand for extended warranty services and improved profit for members of the supply chain And then promote thecoordination of the online shopping supply chain.(2)Consumers' heterogeneous preference satisfaction has a negative correlation with the price of extended warranty services and a positive correlation with the level of service quality.Third-party service providers can increase consumer satisfaction by increasing the quality of extended warranty services,and at the same time increase the revenue of extended e-commerce platforms;e-commerce platforms will increase the extended warranty of third-party service providers by improving the level of efforts to extend extended service income.The resulting effort costs should be shared by both parties to achieve coordination of the online shopping supply chain.(3)The bilateral effort cost sharing contract(BCS)can effectively improve the efforts of both parties and the market demand for extended warranty services,and ensure that the effort cost sharing coefficient takes values within a reasonable range,which can achieve the benefits of online shopping supply chain extended warranty.Trust improvement.The service quality level of the third-party service provider is positively correlated with the proportion of the service effort cost shared by the e-commerce platform;when the cost sharing factor meets certain conditions,the level of the e-commerce platform sales effort is positively correlated with the proportion of the third-party shared effort cost.This research analyzes the online shopping supply chain coordination strategy for extended warranty services.While enriching the relevant theoretical research,it helps to guide the extended warranty decisions of e-commerce platforms and third-party service providers,so as to achieve the improvement of the effectiveness of each participant.