产品差异化与序贯推出的策略选择

Research on Strategic Choice of Product Differentiation and Sequential Introduce

主要构造了一个垄断厂商的三阶段博弈模型 :首先 ,厂商决定在阶段 1和阶段 2推出的产品的质量 ;其次 ,厂商确定不同质量产品的价格 ;最后 ,消费者决定是购买高质量产品或低质量产品 .在此基础上讨论了垄断厂商进行产品质量差异化和分阶段销售不同质量产品的各种情形 ,并分别讨论了当产品没有网络外部性和具有网络外部性时的各种情况 ,然后进行比较分析 ,得出系列相关的结论 .

In this paper, we constructed of 3\|stage game model about a monopoly firm. First, firm makes decision on the product's quality introducing in stage 1 and stage 2; second, firm pricing the products with differential quality; and last, the consumers make decisions that buying high quality or low quality product. We discussed the differential cases which monopoly firm differentiate the product's quality and sell the differential quality product in differential stage. We also discussed and analyzed the differential cases without network externality and with network externality, then we derived of some results.