4.中国轿车市场差异化进入壁垒探析.pdfVIP

中国轿车市场差异化进入壁垒探析 中国轿车市场差异化进入壁垒探析 吕 阳 （辽宁大学工商管理学院，辽宁沈阳 110036） 摘 要：对于在位企业而言，进入壁垒对于保持其竞争优势至关重要。产品差异化是在位企业构建进入壁垒的重要手段 之一。本文通过一个两阶段动态博弈模型，分析了在位企业通过合理的产品差异化程度设置进入壁垒的问题，进而从产品差 异化的角度解释了轿车市场的进入壁垒问题。轿车产品通常具有较大的差异。产品的差异性一方面使得在位企业拥有竞争优 势，另一方面有使得进入者可能在产品空间中找到理想的位置进入。为了达到遏制进入的目的，在位企业应当合理地设置自 己的产品线，使得自己的产品保持合理的差异程度。合理的差异化程度将使得进入者在进入之后面对相近的替代产品的竞争 无法达到规模经济的产量。而且，通过对中国轿车市场销量排行榜的分析，找到了支持理论模型的经验证据。 关键词：进入壁垒；产品差异化；产品空间；轿车市场；两阶段博弈 中图分类号：F407.471 文献标识码：A 文章编号：1004- 292X（2010）03- 0127- 04 A Discussion of the Product Differentiation Entry Barriers of the Chinese Car Market LV Yang (Liaoning University ， College of Business Administration ， Shenyang Liaoning 110036 ， China ） ： ， Abstract For an incumbent Entry barriers are very important to keep its competitive advantage. Product differentiation is one of the way that can build entry barriers. This paper ， through a two stage game model ， analysised the problem that an incumbent could build a entry barrier by arrangemented its products reasonably. Cars are very different. Product differentiation, on one hand make an incumbent keep its competitive advantage, on another hand, make an entrant can find an position to entry. In order to keep entry barri- ers, the incumbent should arrange its product line fitablely that can make an entrant could not entry. Then ， it explained the entry bar- rier problem through a product differential perspective. Moreover ， by the analysis the Top 10 brands of cars ， this paper found some evidences that can support the theoretical model. Key words ： entry barriers ； product diffe