序贯进入的竞争性企业进入时间和产品定位策略  

The Strategy of Product Positioning and Entry Timing of Competing Firms under the Condition of Network Externalities

作　　者：陈婷[1] 侯文华[1] CHEN Ting;HOU Wenhua(Nankai University,Tianjin,China)

机构地区：[1]南开大学商学院

出　　处：《管理学报》2018年第9期1370-1379,共10页Chinese Journal of Management

基　　金：国家自然科学基金资助项目(71071080);国家社会科学基金资助项目(15BGL074)

摘　　要：在竞争性企业序贯进入网络外部性市场的情况下,将企业进入时间内生化,运用定位竞争模型研究企业进入时间和产品定位问题,分别讨论先行企业和追随企业的产品定位决策及追随企业的最优进入时间;在此基础上,分析市场增长速度、贴现率、网络外部性强度、进入成本等因素对企业均衡决策的影响;并通过算例确认了理论分析结果的正确和有效性。研究表明:网络外部性强度是影响企业定位和进入时间的重要因素,其作用机制和市场增长速度密切相关;消费者旅行成本对两企业收益的影响机制并不相同,对先行企业收益的影响更复杂。This study analyzes the strategy of product positioning and entry timing of two firms that sequentially enter into a competitive market with network effect by establishing a continuous time model and noncooperative models of price and product positioning under the framework of Hotelling methodology.We analyze the influence of factors such as market growth rate,discount rate,network externality intensity and other parameters on Nash equilibrium.Finally,a numerical example was carried out to confirm correctness and validity of the theoretical analysis.It shows that the network externality intensity is an important factor affecting the positioning and entry timing of firms,and its mechanism is closely related to the market growth rate.Further,the impact mechanism of consumer travel costs on the profits of the two firms is not the same,and the impact on the profits of first-entrant is more complex.

关 键 词：网络外部效应 二阶段竞争模型 市场进入策略 序贯产品定位 

分 类 号：C93[经济管理—管理学]