Cooperation Mode And Improvement Strategy Of Service Supply Chain Based On Automobile Maintenance Platform

With the rapid development of the automobile maintenance platform and the mode of "buy auto parts online,complete service offline",traditional service providers are seeking to cooperate with the automobile maintenance platform to explore the online market and improve their profits.And due to the strong professionalism of automobile maintenance services,automobile maintenance platforms must cooperate with offline service providers.In order to enhance its competitiveness and gain more profits,the automobile maintenance platform will not only meet the basic maintenance service needs of customers,but also provide other value-added services to meet the personalized needs of customers.Considering the different profit distribution methods of different cooperation modes and the existence of value-added services on the platform,the cooperation mode selection strategy of service providers may become more complicated.On this background,this paper takes an automobile maintenance supply chain composed of an automobile maintenance platform and a service provider as the research object.The game models of diversion and franchise cooperation modes are constructed respectively,the optimal cooperation mode selection strategy of service providers is studied,and the contract is designed for automobile maintenance platform to improve the cooperation mode of both parties and the overall performance of supply chain.Firstly,considering the influence of intelligent service and marketing efforts on demand,the game model of automobile maintenance supply chain is constructed in order to analyze the optimal pricing strategies of supply chain members and the optimal intelligent service level decision of the service provider and the optimal marketing effort level decision of the automobile maintenance platform under diversion and franchise cooperation mode.The optimal cooperation mode selection of the service provider is studied,and the fixed transfer payment contract is designed for the automobile maintenance platform to improve the cooperation mode and realize the profit improvement of both parties.The results show that,under a certain condition,the service provider is willing to give up part of the pricing power and choose the franchise mode to cooperate with the automobile maintenance platform.When the commission proportion is high,diversion mode will not necessarily lead to loss of profits for the service provider,if the marketing efficiency is high,the optimal cooperation mode of the service provide is still diversion mode.The cooperation mode between the service provider and the automobile maintenance platform can be improved in two situations,when the transfer payment fee meets certain conditions,the fixed transfer payment contract can improve the profits of supply chain members.Then,considering the automobile maintenance platform provides value-added services,the game model of automobile maintenance supply chain is constructed in order to analyze the optimal pricing strategies of supply chain members and the optimal marketing effort level of the automobile maintenance platform under diversion and franchise cooperation mode.The optimal cooperation mode selection of the service provider is studied,the fixed transfer payment contract is designed for the automobile maintenance platform to improve the cooperation mode.and the influence of the improvement of cooperation mode on the optimal decision of supply chain is analyzed.The results show that,in the diversion mode,the higher the commission proportion is,the more disadvantageous the service provider is not necessarily.Under certain conditions,the profit of the service provider will increase with the increase of the commission proportion.Under certain conditions,service providers are willing to give up part of the pricing power and choose the franchise mode to cooperate with the automobile maintenance platform.When the proportion of commission is high and the proportion of value-added service purchase is low,the improvement of cooperation mode is not only beneficial to the maintenance platform and the service provider,but also enables customers to purchase basic maintenance services at a lower price.