多维属性空间中的横向产品差异化决策

Horizontal Product Differentiation in Multi-Characteristics Space

以Hotelling模型为背景,探讨多维属性空间中的横向产品差异化问题,通过构造多阶段动态博弈模型,以逆推归纳法来求子博弈精炼纳什均衡解.当两企业同时进行定位决策时,在被支配属性上两企业都定位于市场中央,在支配属性上两企业都定位于市场之外;当两企业先后进行定位决策时,在被支配属性上两企业都定位于市场中央,在支配属性上先进入市场的企业定位于市场的中央,后进入市场的企业定位于市场外.研究结果表明,在多维属性空间的差异化博弈中,一个支配维度上的差异化则可以减轻价格竞争;同时,在多维属性空间中也存在着显著的先行者优势.

In order to further explore the equilibrium situation when two firms decide their position simultaneously and sequentially in multi characteristics space, horizontal product differentiation in multi-characteristics space was discussed in the context of Hotelling model. Multi-phases dynamic gaming models were constructed to find the sub-game perfect Nash equilibria by backward induction. Two situations were ana lyzed： when the duopolists position simultaneously, in the dominated attributes, they locate at the middle of the market, and in the dominant attribute, they locate outside of the market. When the duopolists position sequentially, in the dominated attributes, they locate at the middle of the market, and in the dominant attribute, the first entrant locates at the middle of the market, while the late entrant locates outside of the market. The results show that in the differentiation game in multi-characteristics space, the differentiation in a dominant dimension can relieve price competition; and there exists notable first-mover advantage in multi-characteristics space.