基于Hotelling模型的医药零售业选址策略研究.pdfVIP

2011 /02 总第 406期 商业研究 COMMERCIAL RESEARCH : 1001- 148X ( 2011) 02- 0090- 04 Hotelling 杨海余, 张永菲 (长沙理工大学经济与管理学院, 长沙 410014) : 应用 Hotelling模型解释医药零售企业选址问题, 将商誉变 引入Hotelling模型来分析两 家医药零售企业在同一线性市场的选址竞争策略模型分析表明, 当两家药店商誉相同时, 同 时进入线性市场的两家药店将选址于线性市场的两端; 当两家药店商誉不同时, 商誉较高一方 将选址与线性市场的中央, 而商誉较低一方则将选址于线性市场的两端 : 医药零售业; Hotelling模型; 商誉; 选址 : F4033 : A R esearch on the Address Selection ofM ed icin e R etailing Ba sed on H otellingM odel YANG Hai- yu, HANG Yong- fei (School of Econom ics andM anagement, Changsha University of Science echnology, Changsha 410014, China) A bstract: Hotelling m odel is applied to analyze the address selection ofm edicine retailing enterprise. Business repu ta tion is added into theHotellingm odel to analyze the address selection of two m ed icine retailing enterprises in the linear m arket. The outcom e of the model show s thatw hen the reputations of the tw o drugstores are equal, the wt o drugstores which enter the linerm arket at the sam e tmi ew illm ake their addresses on the two sides of the linearm arket; when their reputations are not equa,l the drugstorew ith higher reputationw illm ake its address in them iddle of the linearm arket, and the drugstorew ith lower reputation w ill make its address on the tw o sides of the linearm arket. K ey w ords: med icine retailing; Hotelling m ode;l the business repu tation; address selection Hotelling, 1929, [ 1] (The L inearC ity) , !∀ ( Bertrand Paradox) , HotellingD# Aspremont ( 1979) , , [ 2] Econo [ 3] m ides ( 1986) Hotelling, [ 4- 5] [ 6] [ 7]