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Retail Strategies for Extended Warranty Sales and Impact on Manufacturer Base Warranties

机译：延长保修销售的零售策略以及对制造商基本保修的影响

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摘要

Consider two competing manufacturers selling their products through the same retailer. If this retailer derives profits from extended warranty sales, the manufacturers face a dilemma in setting their base warranties. Although they have incentive to increase their warranties to make their products attractive to consumers, the retailer might prefer selling lower-warranty products to enhance extended warranties sales. We develop a stylized model to determine and analyze optimal manufacturer and retailer strategies in this setting. Consistent with the ongoing decline in warranties for products that are sold through independent retailers, we show that these interactions exert downward pressure on manufacturer warranties. Rather than pitching the extended warranty at the checkout after customers have selected a certain product, we find that retailers can often benefit from inducing simultaneous consideration of product and extended warranty characteristics, for example by posting extended warranty information right on the product shelf.
机译：考虑两个竞争的制造商通过同一零售商出售其产品。如果该零售商从延长的保修销售中获利，则制造商在设定基本保修时将面临困境。尽管他们有动力增加保修以使产品对消费者具有吸引力，但零售商可能更喜欢销售保修较低的产品以增加保修期。我们开发了一种程式化模型来确定和分析在这种情况下的最佳制造商和零售商策略。与通过独立零售商销售的产品的保修不断下降相一致，我们证明了这些相互作用对制造商的保修施加了下行压力。我们发现，与其在客户选择某种产品之后在结帐时投放扩展保修，不如发现零售商通常可以从同时考虑产品和扩展保修特性中受益，例如在产品货架上张贴扩展保修信息。

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