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| Research on the Strategy of Manufacturing Enterprise Carrying Out Service in Full Life Cycle Based on Game Theory |
| JIA Yao-Feng, MIAO Rui, CAO Jin-Tao, WANG Li-Ya, JIANG Zhi-Bin |
| (School of Mechanical Engineering, Shanghai Jiaotong University, Shanghai 200240, China ) |
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Abstract This article established a duopoly game model of manufacturing enterprises carrying out services in the product life cycle with the premise of customer’s rational perception of service, and developed Nash equilibrium of the game model. With the method of numerical simulation, the dynamic process under the change of variable influence factors was displayed. The result shows that, when the manufacturing enterprises carry out the product life cycle services, manufacturers and independent service companiescan both have benefits from the service market. With marginal cost of service quality factor increasing, the balanced price of service increases, however, with the customer perception of the initial service price factor increasing, the price decreases. As the remaining life of product reduces, manufacturers need to reduce service quality and price to occupy the independent service company’s service area.
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Received: 06 October 2011
Published: 29 December 2012
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