基于Hotelling改进模型的服务创新差异化竞争战略研究

Differentiation Strategy of Service Innovation Based on Hotelling Advanced Model

通过构建一个引入"选址成本"的消费者偏好非均匀分布Hotelling改进模型,分析企业采取服务创新战略来实现差异化竞争的问题。研究表明,企业可选择不同的服务创新战略来进行差异化竞争。竞争中,企业总可以通过提供低廉的服务来节省成本从而获利。特别在服务成本普遍上涨时,为获取最大利润,企业有采取成本导向型服务创新战略的趋向。

Abstract： Companies can gain competitive advantages by innovating and making their products different from other competitors. From the view of differentiation competition in companies, service innovation strategy can be seen as an action and planning to get long term and unique competitive advantages by service innovation, which allows company to differentiate from competitors and realize competitive advantages. However, different strategies require different resource input, market location, and profit mode. It is an important decision to choose what kinds of service innovation strategy and differentiation competition policy to adopt. This paper creates a game mode with multi-variables in decisions considering consumers＇ preference and service cost restriction based on the Hotelling advanced model. This model considers location cost under the condition of customer concentration distribution, and explores the issues of service innovation strategy adopted by a company to realize differentiation competition. Firstly, this model has some assumptions. First, customers are distributed in the market according to their service preference. Second, two companies realize differentiation strategy by service innovation, which means two companies sell the same product and provide different services to their customers. Third, the service cost （location cost） is changed when service location changes. Secondly, a two-stage dynamic game model with complete information is created. In this game, two companies make decision simultaneously for service location in the first stage, then for price in the second stage under the condition of complete information. Using the measure of backward induction, the Subgame Perfect Nash Equilibrium of this two-stage game is solved in order to find a company＇s optimum policy in equilibrium. Thirdly, this paper proposes and proves three important propositions： （1） 1 will choose cost-conducted service innovation strategy to realize differentiation competition and maximize profits. In the Nash Equilibrium, 1 will provide a low-grade service excluded in customers＇ preference to save cost and maximize profits. It also indicates if the price of service package is low enough or is necessary. Customers will give up their service preference and buy it. （2） After considering if the company put it service location in the space of [ 0, 1 ] , 1 would choose its service location at the point of xt ---0 to maximize profits. It means wherever company 2 chooses the service location, company 1 could move its service location toward the left, which means reducing x~, to increase its profit. In that time, there is x1 ~0. It means in the differentiation strateeies, comoanv 1 could always make profits through providing low-price service to save cost and with the strategic location marketof low end （3） The bigger the unit cost coefficient of service location ~＂ is, the more the service location is moved toward the left by the company in the Nash Equilibrium, meaning the tendency of cost-conducted service innovation strategy is adopted by the company. On the contrary, the smaller the ~＂ is the more the service location is moved toward the right, meaning the tendency of preference-conducted service innovation strategy is adopted by the company. It indicates it is an important factor to affect the choice of service innovation strategy of the unit cost coefficient of service location^-, and the company could adopt the cost-based service innovation strategy when the 7 increases, and adopt the preference-conducted service innovation strategy when the ~＂ decreases to maximize profits. Finally, this paper explains how the company service innovation strategy changes with the change of the ~＂ through concrete computing cases. In summary, this paper shows it is important to realize differentiation ffompetition by service innovation. Company can choose different service innovation strategies to maximize profits. In the intensive competition, it is always feasible for company to provide low- price service to occupy the low-grade market, especially when general service price increases. A company has the tendency of adopting the cost-effective service innovation strategy to maximize profits.