差别化竞争战略与服务增强的内在机理

国内外许多研究者都观察到了制造企业中服务收入占营业收入的比重越来越高、服务的利润贡献越来越大，这一现象即“服务增强”。本文首先将产品界定为既包括有形实体，也包括无形服务的完全产品，然后构造了一个完全信息动态博弈模型来研究这一现象。我们发现，厂商实施服务延伸实体产品差别化的竞争战略，必然导致服务增强的结果，同时，增进厂商利润与消费者总剩余。这一结论，为我国企业通过服务差别化来谋求在全球市场上的可持续竞争优势提供了理论根据。

Differentiation Strategy and Service Enhancement: A Game Theoretical Approach

It's documented the gradual increasing of the percentage of service revenue to total sales and the increasing proportion of profit brought about by service of traditional manufacturing firms. It is the so-called service-enhancement phenomenon. In this paper, we firstly define the product as full product including both the tangible physical part and the intangible service. Then we propose a dynamic game model with complete information. Its equilibrium suggests that service enhancement is the outcome of firm trying to differentiate their full-product by providing differentiated services.We also observed the increasing of both the producer's surplus and the consumer's surplus.