考虑产品品牌效应的多产品多制造商纳什均衡策略

发布时间：2018-03-09 13:07

本文选题：APP丰富度　切入点：多产品多制造商　出处：《中国管理科学》2017年05期 　论文类型：期刊论文

【摘要】：在多产品多制造商的生产-销售系统中,考虑制造商是否开发APP的渠道选择问题,分析了APP丰富度、产品间的可替代程度及产品的品牌效应对生产-销售系统定价策略的影响,构建了生产-销售系统逆需求模型,得到四种渠道选择与定价策略下的子博弈纳什均衡解。结果表明:产品品牌效应的增加有利于提高生产-销售系统总需求与总利润,产品可替代程度的增加会导致企业低价恶性竞争,降低生产-销售系统总利润,APP丰富度的增加可以为企业带来更多收益,挖掘潜在市场需求,APP的开发使得企业与消费者双赢,并且两个制造商均选择开发APP是帕累托最优策略。
[Abstract]:In the production-sales system of multi-product and multi-manufacturer, considering whether the manufacturer should develop APP, this paper analyzes the influence of APP richness, the degree of substitution between products and the brand effect of product on the pricing strategy of production-sales system. The inverse demand model of production-sales system is constructed, and the Nash equilibrium solution of sub-game under four kinds of channel selection and pricing strategies is obtained. The results show that the increase of product brand effect is beneficial to increase the total demand and total profit of production-sales system. The increase of the degree of substitution of products will lead to the vicious competition of low price, and the increase of the total profit of production-sales system and the increase of app richness can bring more benefits to the enterprise, and tap the potential market demand to develop app to make the enterprise and the consumer win. And both manufacturers choose to develop APP as Pareto optimal strategy.
【作者单位】：东北大学工商管理学院;
【基金】：国家自然科学基金资助项目(71572031,70872019) 辽宁省哲学社会科学规划基金项目(L16AZY32)
【分类号】：F273.2;F274

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