具有网络外部性产品纵向差异化策略.docVIP

具有网络外部性产品纵向差异化策略摘 要:在具有网络外部性的产品纵向差异化模型中,研究双寡头垄断企业在市场未完全覆盖或完全覆盖情况下的Bertrand价格竞争策略。研究表明:在市场完全覆盖情况下,两产品的市场价格、份额和利润都大于市场未完全覆盖下的市场价格、份额和利润;两产品的质量水平差异程度小于市场未完全覆盖情况下的质量水平差异程度。无论哪种市场覆盖情况,高质量产品都获得市场优势;当具有网络外部性时,高质量产品的均衡市场价格,份额和利润都大于不考虑网络外部性时的市场价格、份额和利润,且随网络外部性系数的增大而增大,而低质量产品却正好相反。 关键词:纵向差异化;市场覆盖;网络外部性;博弈均衡 中图分类号:F224.32 文献标识码:A 文章编号:1003-5192(2009)06-0037-06 Vertical Differentiation Strategy of Products with Network Externality DIAO Xin-jun1,2, YANG De-li2, REN Ya-wei2 (1.School of Management of Graduate School of the Chinese Academy of Sciences, Beijing 100190, China; 2.School of Management of Dalian University of Technology, Dalian 116024, China) Abstract:In vertical differentiation model with network externality, Bertrand price competitive strategies of duopoly firms are researched under incomplete covering or complete covering market. According to the results, market price, share and profit of both product under complete covering market are greater than that of under incomplete covering market; but quality differentiation degree of product is less than that of under incomplete covering market; Product with high quality obtains market dominant no matter which market coverage; market price, share and profit of high quality product with network externality are greater than that of without network externality, and increase with network externality parameter increasing, but all case are reverse for low quality product. Key words:vertical differentiation; market coverage; network externality; game equilibrium 1 引言 产品差异是企业形成市场力量和取得非价格竞争优势的重要手段,是企业核心竞争力重要内容。产品差异性是现代产业组织理论中关于市场结构和市场组织的重要内容,纵向差异是产品差异的一个重要方面。在研究纵向差异的早期经典文献中,?Chamberlim[1]给出了垄断竞争和寡头竞争的模型,模型可以简单化为单一消费者如何选择不同产品问题。Dixit等[2]和Spence[3]利用和数量相关的消费者效用函数的凸性来研究垄断厂商的竞争策略。Mussa 和 Rosen[4]?在质量变化以相同方式影响总效用和边际效用的假设下研究独占市场或完全垄断时产品的质量和价格均衡问题,在消费者效用函数使用上,他们加入消费者偏好参数θ给出了经典的效用函数U(θ,x)=θx-p,并在消费者偏好为均匀分布的情况下利用边际消费者的概念给出厂商面临的市场需求。以后的研究大多是在这些经典文献的基础上来进行的。 Gabszewicz等[5]和Shaked等[6]证明了双寡头垄断厂商第一阶段决定产品质量,第二阶段决定产品价