In this paper, we investigate a service-oriented manufacturer that provides fashionable products with after-sales services to customers. Before the selling season, the manufacturer invests in service capacity in advance and then decides on the production quantity and selling price based on updated demand information. Interestingly, it is found that the manufacturer’s production and pricing decisions will not be affected by the unit production cost when the market base exceeds a threshold. We investigate and compare the manufacturer’s decisions in two cases: imperfect and perfect demand information updates. The selling price in the imperfect demand updates case is always set lower than that in the perfect demand updates case when the service capacity is sufficient but may not be under insufficient service capacity. The possibility that the prepared service capacity limits the production quantity may decrease with the unit production cost in the imperfect demand updates case. In contrast, this possibility is invariant with the unit production cost in the case of perfect demand updates. The effects of risk aversion are also investigated. It is found that under the conditional value-at-risk (CVaR) criterion, the manufacturer with a higher risk-averse degree establishes a lower service capacity and sets a lower selling price.

在本文中，我们调查了一家为客户提供时尚产品和售后服务的服务型制造商。在销售旺季之前，制造商提前投资服务能力，然后根据更新的需求信息决定生产数量和销售价格。有趣的是，我们发现，当市场基数超过阈值时，制造商的生产和定价决策不会受到单位生产成本的影响。我们调查并比较了制造商在两种情况下的决策：不完美和完美的需求信息更新。当服务能力充足但可能不会在服务能力不足的情况下，不完美需求更新情况下的销售价格总是被设置为低于完美需求更新情况下的销售价格。在需求更新不完善的情况下，准备的服务能力限制生产数量的可能性可能会随着单位生产成本的降低而降低。相比之下，在完美需求更新的情况下，这种可能性与单位生产成本不变。还研究了风险规避的影响。研究发现，在条件风险价值（CVaR）准则下，风险厌恶程度越高的制造商建立的服务能力越低，销售价格也越低。