The invention discloses an equipment extended warranty service pricing method aiming at different purchase opportunities, and the method provides two strategies according to different time points, and the two strategies comprise an SEW (Security
Enforcement Warning) extended warranty strategy and a
DEW (Data
Enforcement Warning) extended warranty strategy. The extended warranty service pricing method comprises the following specific steps: S1, constructing respective
consumer utility functions under the condition that a manufacturer and a retailer provide extended warranty services at the same time under an SEW condition and a
DEW condition; s2, further constructing extended insurance demand functions for
purchasing extended insurance under the SEW condition and the
DEW condition; s3, profit functions are respectively determined according to the demand functions; s4, respectively substituting the functions into a profit function in an SEW condition and a DEW condition, and solving optimal solutions of the functions about decision variables; and S5, comparing the optimal extended insurance prices and profits of the manufacturers and the retailers under the SEW condition and the DEW condition. According to the invention, a traditional sales mode of providing the extended warranty service at a single time point is broken through, and differentiated extended warranty services are provided for different types of consumption subjects in a customized manner.