移动商务环境下服务产品市场进入策略  

Market entry strategy of service products in mobile commerce environment

作　　者：刁新军[1,2] 杨德礼[1] 王建军[1] 胡润波[1] 

机构地区：[1]大连理工大学管理与经济学部,辽宁大连116024 [2]中国科学院研究生院管理学院,北京100190

出　　处：《大连理工大学学报》2011年第2期291-297,共7页Journal of Dalian University of Technology

基　　金：国家自然科学基金资助项目(70672092);中国博士后基金资助项目(201003172;20090460562)

摘　　要：研究了移动商务环境下质量水平不同的服务产品的市场进入策略,比较了服务产品的同时进入和顺序进入市场策略的博弈结果.结果表明:不论哪种市场进入策略,质量水平较高的服务产品均获得较高的市场价格和利润;相比于其他市场进入策略,选择质量水平较高的服务产品先进入市场的策略对两移动运营商都是最优策略,在此策略下,随着网络外部性系数的增大,服务产品的价格差异程度减小,市场份额差异程度增大,质量水平较低服务产品的降价幅度要大于质量水平较高服务产品的降价幅度.Market entry strategies of service products with quality differentiation in mobile commerce environment are studied.The game equilibrium results of simultaneous and sequential market entry strategies of service products are compared.The results show that service products with high-quality obtain high market price and profit than those with low-quality no matter what kind of market entry strategy is used;the strategy that service products with high-quality first enter the market is the best for two mobile operators in all strategies.With coefficient of network externality increasing,market price differentiation degree of service products is decreasing and share differentiation degree is increasing,price decreasing degree on low-quality service products is greater than that of high-quality ones in the best strategy.

关 键 词：移动商务 市场进入 NASH均衡 STACKELBERG均衡 

分 类 号：F626[经济管理—产业经济]