基于Hotelling模型的本土企业转型突破与网络关系升级

Local Enterprise Transformation Breakthrough and Network Relationship Upgrade Based on View of Hotelling Model

在本土企业转型升级遭遇瓶颈的背景下,提出网络关系升级概念,即围绕高端客户展开网络关系升级,突破原网络的束缚和制约,摆脱低层次竞争,实现本土企业从低端向高端的转型升级和可持续发展。在此基础上,结合Hotelling空间竞争模型,从情感距离和情感价值两方面进行模型假设与分析。结论显示,客户对企业品牌的情感越深,愿意支付的情感成本越高,产品均衡价格以及均衡利润也就越高。最后,结合江苏宝应传统产业的"设计立县"模式进行案例分析。

In local enterprises to upgrade transformation and upgrading path meet ＂bottleneck＂ in the background, this re- search puts forward the concept of network upgrade, restricted network upgrade through focus on high-end customers to break through the original network, so as to get rid of the low level of competition, the soil of the transformation and up- grading of enterprises and sustainable development in the future from low-end to high-end. On this basis, this study ~ur- ther combined with the model of competitive Hotelling space, transformed into the emotional distance and emotional value model hypothesis and analysis. The conclusion shows, the customer to enterprise brand emotion more emotion, willing to pay higher cost, the equilibrium price and equilibrium profit is higher. Finally, combining with the Jiangsu Baoying tradi- tional industry ＂design county＂ model to analyze the necessity to upgrade the network relationship around the external cus- tomer case. The conclusion of this paper on China＇s local enterprises to upgrade and high-end breakthrough has certain the- oretieal and practical implications.