Platform Pricing and Service Strategies: Consumer Segmentation and Full Coverage Replacement Decisions in Digital Supply Chains

This study examines how platform operators and manufacturers set pricing and channel strategies when offering optional product full coverage replacement services. A game-theoretic model is developed with two consumer groups: those purchasing only the base product and those choosing product–service solutions. The model considers commission rates, product failure risks, and the added utility of replacement services. The results show that when replacement services bring only modest consumer benefits, a unified market-wide pricing equilibrium arises. By contrast, when replacement services strongly enhance consumer value and key thresholds are met, premium pricing strategies within the bundled segment become optimal. This research integrates market segmentation with product full coverage replacement services and sheds light on the links between consumer preferences, commission mechanisms, and product risks.