基于利润增长的产品族衍生决策  

Product Family Derivation Decision for Profit Gain

作　　者：刘伟[1] 罗纯军[1] 伊辉勇[2] 

机构地区：[1]重庆大学经济与工商管理学院,重庆400044 [2]重庆科技学院管理学院,重庆401331

出　　处：《工业工程》2012年第2期48-53,65,共7页Industrial Engineering Journal

基　　金：国家自然科学基金资助项目(70872122;71102144)

摘　　要：针对产品族成本特点引入衍生产品发生成本,结合Hotelling市场模型对单寡头垄断和双寡头竞争下的产品族衍生条件进行分析,讨论了产品衍生影响因素的作用方向。结果表明:单寡头情形下,市场覆盖程度导致不同的产品衍生条件,属性偏好在不同条件下对产品衍生的影响方向不一样,成本因素对产品衍生有抑制作用,产品间变动成本差表现出不同的作用方向;双寡头情形下,如有一方先进行产品衍生,另一方最终也会跟随,对称信息博弈得到的衍生条件中,影响因素对产品衍生的作用方向表现出区间性。Based on the Hotelling＇s model, the cost of product derivation is introduced by using the cost features of product family. Then, for both monopoly and duopoly cases, the derivation condition of product family and the influence direction of factors that have effect on the product derivation are analyzed. For the monopoly case, it shows that ： 1 ） the derivation conditions are dependent on different markets ; 2） custom- er preferences in various conditions result in different influence directions; 3 ） cost is an inhibition factor for product derivation ; and 4） the difference between the variable costs of different products creates differ- ent influence direction. For duopoly case, if one gets product derivation, the other will follow. Also, in this case, the influence direction of factors shows interval under the condition of perfect information game.

关 键 词：产品族 产品衍生 决策 作用方向 

分 类 号：F27[经济管理—企业管理]