消费者行为、市场进入威胁与战略性设计架构  

Consumer behavior,market entry threaten and strategic product-design architecture

作　　者：张新鑫[1] 侯文华[1] 申成霖[2] 

机构地区：[1]南开大学商学院,天津300071 [2]天津工业大学管理学院,天津300387

出　　处：《系统工程学报》2016年第4期441-450,525,共11页Journal of Systems Engineering

基　　金：国家社会科学青年基金资助项目(13CGL058);教育部人文社会科学研究青年基金资助项目(11YJC630174);中国博士后科学基金资助项目(2014M551025)

摘　　要：研究存在消费者策略行为和竞争者进入威胁时,在位企业的产品设计架构和定价的协同决策,探讨战略性产品设计架构应对消费者策略行为和竞争者市场进入的价值.结果表明:在位企业可通过战略性设计架构,增强成本优势或削弱竞争对手的成本优势,甚至阻止竞争者进入市场;消费者策略行为可提高进入者的利润,损害在位者的利润;战略性设计架构能够缓解消费者策略行为的负面效应,缓解效果与竞争者的品牌竞争力和消费者策略行为强度正相关,与产品的生产成本负相关.This paper studies the incumbent＇s collaborative decisions for product-design architecture and pric- ing in the presence of strategic consumers and competitor＇s entry threats and discusses the values of strategic product-design architectures on entry threats and strategic consumer behaviors. The results show that： First, the incumbent can enhance his own cost savings or reduce his rival＇s cost savings, and even deter the entry of his competitor through strategic design architectures; Second, the strategic consumer behaviors can improve the entrant＇s profit but decrease the incumbent＇s profit. Third, the strategic design architectures can reduce the negative impacts of the strategic consumer behaviors. The alleviating effect relates positively to the competi- tor＇s brand competence and the strength of the strategic consumer behaviors but negatively to production costs.

关 键 词：产品设计架构 消费者策略行为 进入威胁 动态定价 

分 类 号：F273[经济管理—企业管理]