讲义三市场竞争和对策(长江商学院陶志刚).pptx

Competitive dynamics市场竞争和对策管理经济学Shrimp game 捕虾游戏Three firms (A,B and C) in an island: each incurs a cost of $5 per pound of shrimp, and each can catch at most 75 pounds per day 共有三家捕虾公司,每家公司每天最多能捕75磅虾,捕每磅虾的成本为$5The price of the shrimp: P=45-0.2(A+B+C) 市场能承受的价格(P)取决于总供应量(A+B+C)管理经济学Strategic Situations 需要策略性思考的情景parties actively consider the interactions with one another in making decisions 一方做决策时会主动将另一方的反应纳入考虑game theory – a set of ideas and principles to guide strategic thinking 博弈论—指导策略性思考的一套理念和原理equilibrium concepts 均衡的概念representative games 典型的博弈管理经济学John Nash美丽心灵管理经济学Nash Equilibrium纳什均衡Given that the other players choose their Nash equilibrium strategies, each party prefers its own Nash equilibrium strategy每一方在其他的对手选择他们的纳什均衡策略时, 也会选择自己的纳什均衡策略Optimality 优化Stability 稳定管理经济学Competitive Dilemma竞争的两难Pepsi 百事可乐 Raise price提价 Discount打折 Coke可口可乐 Raise price提价 C: 3, P: 3 C: 0, P: 5 Discount打折 C: 5, P: 0 C: 1, P: 1 管理经济学How to avoid competition?如何降低竞争程度？Collusion among firms that produce similar products 共谋Product differentiation and market segmentation 产品差异化和市场细分管理经济学Current Gain v. Future Loss眼前利益对长远利益Only in an ongoing relationship is there an ability to punish, and thus a stick to motivate. 唯有在持续的关系中，才能保持惩罚的能力；惩罚能力反过来会维持良好的合作关系Problem with finite periods of future transactions 未来交易期限的问题管理经济学Case Study案例Global Wine Wars全球葡萄酒大战New World Challenges Old新世界生产商挑战旧世界生产商管理经济学Introduction 简介Two different wine-making practices are competing for the $90 billion global wine market. Old world wine producers (i.e. France, Italy, Germany):对旧世界生产商而言,酿酒是一门艺术It’s an art, not a science. We’re creating products that are crafted, just as an artist or a chef would create. New World wine makers (i.e. Australia, U.S., Chile):新世界生产商注重创新,采用科学酿酒方法We bring a total commitment to innovation…. from wine to palate. 管理经济学Different practices—Production 生产Bordeaux and Burgundy producers must deal with unpredictable weather / terroir: mystical combination of soil, aspect, microclimat