返利促销模式下竞争性企业产品定位决策  

Decision Analysis of Product Positioning with Manufacturer Rebate Competition

作　　者：陈婷[1,2] 侯文华 张新鑫[3] CHEN Ting;HOU Wen-hua;ZHANG Xin-xin(Business School,Nankai University,Tianjin 300071;School of Management,Hebei University,Baoding 071002;School of Management,Tianjin University of Technology,Tianjin 300384)

机构地区：[1]南开大学商学院,天津300071 [2]河北大学管理学院,河北保定071002 [3]天津理工大学管理学院,天津300384

出　　处：《软科学》2019年第12期72-79,共8页Soft Science

基　　金：国家社会科学基金项目(15BGL074、18BGL045)

摘　　要：研究了在制造商选择返利促销的情况下,双寡头竞争企业的产品定位决策问题,基于Hotelling模型建立了企业的价格-定位竞争模型,并将返利促销模式的影响因素引入模型,通过对不同战略组合的博弈均衡解的分析,得到了企业选择返利促销模式对产品定位的影响,但是却并未改变与竞争对手的产品差异程度。此外,返利促销模式的返利值、兑现率、满足率的关系决定了竞争性企业的返利促销模式的选择。最后,通过将返利促销模式拓展到网络外部性的情形,分析了网络效应对企业促销模式选择和产品定位的影响。This paper studies the product positioning decision of duopoly competing firms when the firms choose rebate promotion. Based on the Hotelling model, it establishes the positioning-pricing competition model into which some factors of rebate promotion are introduced. And then, the influence of firms’ choice of rebate promotion on product positioning is obtained through the analysis of the subgame perfect Nash equilibrium solution of different scenarios. However,firms’ choice of rebate promotion doesn’t affect the degree of product differentiation. Moreover, the relationship between the rebate value, the redemption rate and the fill rate of rebate product has direct impact on firms’ choice of rebate. Finally, by extending our model to the case in the presence of net work effects, it obtains the effect of network effect on firm’s rebate competition and product positioning.

关 键 词：返利促销 产品定位 HOTELLING模型 博弈均衡解 

分 类 号：F274[经济管理—企业管理] F713.5[经济管理—国民经济]