基于网络外部性与水平差异化的链与链纵向结构均衡

Chain-to-chain vertical structure equilibriums based on network externalities and horizontal product differentiation

在网络外部性环境下,构建由两条供应链作为参与人的纵向结构博弈模型,分析商品网络外部性和水平差异化对纵向结构博弈均衡的影响。结果发现:对于网络外部性不同的两种商品而言,较大的网络外部性差异,或者较小的水平差异化程度使得两条链纵向结构Nash均衡于集中—集中策略和分散—分散策略,并且商品的网络外部性强度大的一方更加倾向于选择集中—集中策略;较小的网络外部性差异,或者较大的水平差异化使得两条链纵向结构均衡于分散—分散策略。而对于网络外部性相同的商品而言,只要商品的网络外部性,或者水平差异化保持在适度的区间上,两条链纵向结构的Nash均衡策略总是集中—集中策略和分散—分散策略,并且分散—分散策略是帕累托最优策略。

In presence of network externality,this paper constructs a vertical structural game model with two supply chains as participants,and analyzes the impact of commodity network externalities and horizontal differentiation on the vertical structural game equilibrium.The results show that:For two commodities with the different network externality,higher intensity difference of network externality or lower horizontal differentiation makes the vertical structure Nash equilibrium on the integration strategy and decentralization strategy.Moreover,the one with the highest intensity difference of network externality prefer to the integration strategy.Small differences in network externalities or large horizontal differences make the vertical structure of the two chains equalize the decentralized-decentralized strategy.For the homogeneous goods,the vertical structure equilibrium is the integration strategy and decentralization strategy,as long as the difference of network externality or the horizontal differentiation maintains an appropriate interval.Moreover,choosing decentralization is a dominant strategy.