基于Hotelling模型品牌效应视域下传统在位企业和跨界数字企业的竞争策略研究

Competitive Strategies of Traditional Incumbent Enterprises and Cross-border Digital Enterprises from the Perspective of Brand Effect Based on Hotelling Model

针对数字经济对传统经济的冲击,构建了一个传统在位企业和一个跨界数字企业之间的竞争模型,并讨论在位企业和数字企业的博弈均衡策略。研究发现,品牌延伸是数字企业跨界入市的占优策略。面对跨界入市的数字企业,传统在位企业议价能力较低时,应根据新产品价值、与原产品和数字企业产品的相似度选择以品牌延伸或新品牌方式推出新产品参与竞争;否则应根据数字企业产品价值的高、低水平依次选择并存式、冷藏式的收购策略更优。

Aiming at the impact of digital economy on traditional economy,a competition model between traditional incumbent enterprise and a cross-border digital enterprise is constructed,and their game equilibrium strategies are discussed.It is found that the brand extension is the dominant market entry strategy of digital enterprises′cross-border operation.In the face of cross-border digital enterprises entering the market,when the traditional incumbent enterprises have lower bargaining power,they should choose to launch new products in the way of brand extension according to the value of new products,the similarity with the original products and the products of digital enterprises to participate in the competition.Otherwise,it is better to choose concurrent and refrigerated acquisition strategies according to the product value of the digital enterprises.