基于消费者认知的产品线策略  

Product Line Strategy based on Consumer Cognition

作　　者：陈志洪[1] 潘小军[1] 钟根元[1] 

机构地区：[1]上海交通大学安泰经济与管理学院,上海200052

出　　处：《系统管理学报》2014年第1期1-6,共6页Journal of Systems & Management

基　　金：国家自然科学基金资助项目(70802037)

摘　　要：以纵向差异化的多产品构建产品线,是厂商普遍采用的(二级)价格歧视策略。现有研究分别基于完全垄断、寡头垄断、耐用性产品等市场结构或产品特性,分析厂商产品线策略。基于消费者认知的存在,讨论了完全垄断厂商的产品线策略。模型分析表明:若消费者认知实现后厂商利润增加,厂商将采用产品线策略;厂商通过设计一个相同成本的低质量产品帮助消费者实现认知,再而向部分消费者提供高质量产品,并获得较消费者认知前更大的利润水平;消费者认知成为产品线设计的关键因素;厂商利润增加的同时,社会总福利水平也获得提高。研究虽然针对完全垄断厂商进行分析,相关性质在寡头及垄断竞争市场也存在适用性。The vertically differentiated product line （PL） is commonly used as a price discrimination strategy by firms. Existing literature analyzes the PL strategy based on either a monopoly market or an oligopoly market, or a durable good market. This paper analyzes a monopolist＇s PL strategy based on consumer cognition. The analysis of the model shows.. （a） PL strategy will be used if the monopolist＇s profit increases without consumer cognition problem~ （b） By PL strategy, a firm can help consumers to realize their preference with a damaged goods, and then sell the high-quality goods to part of consumers thus increases the total profit~ （c） Consumer cognition becomes the key factor affecting a firm＇s PL decision. （d） Social welfare could be improved as the monopolist＇s profit increases. Although the analysis is conducted in a monopoly market, this property is applicable to oligopoly market or monopolistic competition market.

关 键 词：产品线 纵向差异化 价格歧视 消费者认知 做坏品 

分 类 号：F062.5[经济管理—政治经济学]