基于Hotelling模型的服务型制造增值机理研究

Research on The Value-added Mechanism for Service Oriented Manufacturing Based on Hotelling's Competition Model

为探讨服务型制造对厂商差异化战略的影响,结合服务的特性,构建了区间Hotelling差异化模型:无差异化的产品竞争模型和服务差异化模型。通过对模型进行求解得到最佳服务差异化程度和均衡价格。比较和分析模型结果表明:(1)服务差异化程度大于某个临界值时才会获得正的利润;(2)适度服务差异化可以提升厂商利润和消费者剩余。(3)消费需求模式的变化是服务型制造的关键因素,而厂商移动的边际成本对其采取差异化竞争战略有重要影响。

To analyze how service oriented manufacturing affects strategy of product differentiation, the interval Hotelling differentiation is modeled with combining the particularity of the service, which includes no differentiation in product model and service differentiation model. Best differentiation degree and equilibrium are obtained from solving the model. The conclusions indicate ： （1） the firm can obtain positive profit only if service differentiation degree is greater than a certain critical value; （2） service differentiation strategy can not only enhance the competence and value of product but also promote consumer surplus; （3） Change of consumer demand pattern is a key factor to lead to service oriented manufacturing.