企业产品质量定位与均衡分析

The Positioning and Equilibrium Analysis of Enterprise Product Quality

企业产品质量的定位选择是企业之间相互博弈的过程,文章分别探讨了生产高质量和低质量产品的两个在位者企业如何制定均衡策略,以及追随者如何根据在位者的质量现状制定生产高质量或低质量产品的均衡策略。研究结果表明,当生产高质量和低质量产品的两个在位者企业达到均衡时,由于成本函数和消费者需求异质性的不同,两企业所获得的市场份额和利润具有不确定性,而当追随者根据在位者的质量现状制定均衡策略时,在位者企业存在先发优势。

The location selection of product quality is a process of game between enterprises. This paper discusses two incumbent enterprises how to develop the equilibrium strategies which product high quality and low quality products, as well as followers how to develop the corresponding in the production of high quality and low quality products equilibrium strategies according to the situation of the quality of the incumbent. The research results show that when the two incumbent enterprises of the production of high quality and low quality products achieving equilibrium, market share and profits gained by the two companies have uncertainty because of the diflhrencc of cost function and heterogeneity of consumer demand. While the followers formulating the equilibrium strategies according to the situation of the quality of the incumbent, incumbent enterprise is first-mover advantage.