中文摘要：

外包式售后服务渠道管理是企业实施持续营销的关键。本文从博弈论的角度研究了在外包式售后服务渠道中“制造商-中间商（服务商）-消费者”三方的行为，从短期和长期分别分析了三方主体的成本收益；根据海尔外包式售后渠道的数据分析，提出了在整个渠道实现帕累托最优状态的对策建议：应提高售后投诉的处理效率，增加中间商（服务商）在渠道中违约的机会成本。

英文摘要：

The management of outsourcing after -sale service channel is the key to the implementation of continuous marketing.From the perspective of game theory , this paper studies the behavior of “manufacturer, middleman, con-sumer” in the outsourcing after -sale service channel , and analyzes the three parties cost -benefit from the short -term and long-term：according to Haier outsourcing after -sale service data , the paper puts forward some countermeasures and suggestions to achieve Pareto Optimal state in the whole channel：improving after-sales complaint handling efficien-cy and increasing the middlemen （ service provider ） opportunity cost of default in the channel .