中国轿车产业的产品线竞争研究  

Product Line Riralry in the China Automobile Industries

作　　者：施中华[1] 白让让[1] 

机构地区：[1]复旦大学管理学院,上海200433

出　　处：《财经研究》2007年第4期62-73,共12页Journal of Finance and Economics

摘　　要：近年来跨国公司借助其有效的产品线策略,在使品牌得到快速扩散的同时,也改变了中国轿车产业的市场结构和游戏规则。我们的博弈模型和实证分析表明,利用其在研究开发、市场营销和品牌声誉上的巨大优势,跨国公司的产品线竞争不仅恶化了本土企业原有市场的竞争,还在一定程度上对本土企业的品牌延伸产生了挤出效应。改变这种困境的政策选择是对本土企业的产品创新进行激励,而非限制跨国公司的渗透行为。Recently multinational corporations extend their brands by the product lines tactic, which also changes the structure and game rules of China automobile industries. Our game model and positive analysis show that, relied on the R＆D, marketing and brand advantage, the product lines competition of multinational corporations does not deteriorate the native firm performance, but deters the mainland firm product from proliferation. The best policies choice for government is to offer incentive for the native firm innovation, not to restrain multinational corporations from expansion behavior.

关 键 词：轿车产业 跨国公司 产品线策略 自主品牌 

分 类 号：F23[经济管理—会计学]