关键词: 企业管理, 定价, 确定性线性规划方法, 保障机制, 可靠性水平

Abstract: The sales of new product depend on two important factors: one is the engineering variables with production characteristics, such as the level of reliability; the other one is the market factors, such as price and warranty policy. A higher reliability results in a higher manufacturing cost and higher sale price. Consumers are willing to gain a higher reliability only if the price may be higher. They often judge the level of products reliability by the information of warranty policy, in order to decide whether to buy or not. Manufacturer increases demand by establishing better warranty strategy, but at the same time bears additional costs. Therefore, with price as the exogenous variable, the paper proposes a model to determine the optimal product reliability and warranty strategies which are decision variables, for the maximum benefit. Moreover, when the sensitivity parameters of the different variables change, the model will discuss the regulation of the optimal warranties strategy and product reliability. Finally, the example analyses the basic characteristics of the revenue function. The conclusion shows that consumers always judge the reliability level of products from the signal of warranty policy, which is significant for selling new products.

Key words: enterprise management, pricing, choice deterministie linear programming method, warranty policy, level of reliability