Research On Pricing Of Extended Warranty Service Of Offline And Online Supply Chain Based On Consumer Risk Preference

With the gradual maturity of network technologies such as 5G,opening up online channels has become the choice of more and more manufacturers and retailers.The development of online channels has enriched consumers’ choices when shopping to a certain extent,allowing consumers to purchase products from various channels.As the after-sales service of products,extended warranty service is very important for enterprises and consumers.In this paper,by considering several models of the coexistence of online and offline channels under consumer risk preference and risk aversion,based on the review of relevant research literature,the application of game theory and optimization theory is obtained.For the optimal solution,numerical simulation is used to simulate the research results,and the optimal pricing of the extended warranty service and the profit of each member of the supply chain are compared and analyzed in six different extended warranty models.This supports companies in determining the price of extended warranty services when considering the different risk appetites of consumers.The research results show that:(1)When considering consumers’ risk preference,in the offline distribution online direct sales extended warranty model,with the increase of consumers’ risk preference coefficient,the price of offline distribution extended warranty service decreases,and the online direct sales extended warranty model increases.The price of the extended warranty service in the direct sales channel will increase,but the wholesale price of the extended warranty service in the offline channel will not be affected by it.The retailer’s profit will decrease accordingly.In the extended warranty service model of online and offline distribution and online direct sales,as consumers’ risk preference coefficient increases,the wholesale and retail prices of extended warranty services under various sales channels decrease;As the risk appetite coefficient increases,the profits of manufacturers and retailers will first show a trend of rapid growth,but after that,neither the profits of manufacturers nor the profits of retailers will change little.(2)When considering consumer risk aversion,the four extended warranty models studied,whether it is retail price or wholesale price,they all decrease with the deepening of consumer risk aversion;Whichever extended warranty model is studied under the hierarchy,the profits of both manufacturers and retailers decrease with the deepening of risk aversion,and the profits of retailers are always higher than those of manufacturers.