摘要
为研究降低成本对质量差异化竞争制造商市场入侵的影响问题,建立消费者效用函数,构建在位制造商、入侵制造商以及零售商之间的多方博弈模型,进而分析在位制造商降低成本技术投资的价值,以及市场入侵、降低成本等对系统均衡和消费者福利的影响。研究发现:虽然在位制造商降低成本不能阻止入侵制造商进入市场,但在位制造商仍会有动机通过技术投资来降低产品生产成本,这能增大入侵制造商进入市场的难度,并提升其自身利润水平以及市场占有率;同时,降低成本会使两种产品的价格均降低,价格竞争加剧;不管在位制造商是否选择降低成本技术投资,市场入侵总是会使在位制造商选择低价策略,获得的利润减少,而零售商选择低价策略能获得更多利润;最后,降低成本和市场入侵均能激励更多支付意愿较低的消费者购买产品,有利于提升消费者福利;然而,购买高质量产品的消费者福利不一定更高,这取决于两种产品的质量差异化程度。
In order to study the effect of cost reduction on the encroachment of quality-differentiated manufacturers,this paper constructs a utility function of consumers who purchase quality-differentiated products and a supply chain game model among an incumbent manufacturer,an entrant manufacturer and a common retailer.On the basis,the value of the incumbent manufacturer’s cost-reduction technology investment,as well as the impact of encroachment and cost reduction on supply chain equilibrium and consumer welfare are analyzed.The results show that,although the cost reduction of the incumbent manufacturer can’t prevent entrant manufacturer from entering the market,the incumbent manufacturer still has the incentive to invest in cost-reducing technology,which can increase the difficulty for the entrant manufacturer to enter the market and increase the profit and market share of the incumbent manufacturer.Furthermore,cost reduction will lead to reduction of the wholesale and retail prices of the two quality-differentiated products,and the price competition will intensify.Moreover,regardless of whether the incumbent manufacturer will invest in cost-reducing technology,encroachment will always prompt the incumbent manufacturer and the retailer to implement low-price strategy,which is detrimental to the incumbent manufacturer and beneficial to the retailer.Finally,both cost reduction and encroachment can motivate reluctant consumers to buy products and improve their welfare.However,when consumers buy high-quality products,consumer welfare is not necessarily higher,which depends on the degree of quality difference between the two products.
作者
谢光华
金亮
Xie Guanghua;Jin Liang(School of Management,Northwestern Polytechnical University,Xi’an 710072;School of Business Administration,Jiangxi University of Finance and Economics,Nanchang 330032)
出处
《管理评论》
北大核心
2023年第5期125-135,共11页
Management Review
基金
国家自然科学基金项目(71902079)
江西省社会科学基金项目(22YJ09,22MG02)
江西省“双千计划”哲学社会科学领军人才项目(jxsq2019203033)
教育部人文社会科学基金项目(18YJC880008)。
关键词
成本降低
市场入侵
定价
消费者福利
cost reduction
market encroachment
pricing
consumer surplus