网络外部性下质量决策与零售商经营目标选择  

The decision-making of product quality and retailers'selection of business objective under network externalities

作　　者：易余胤[1] 杨海深[2] YI Yu-yin;YANG Hai-shen(School of Management,Jinan University,Guangzhou 510632,China;Guangdong Academy of Social Sciences,Guangzhou 510635,China)

机构地区：[1]暨南大学管理学院,广州510632 [2]广东省社会科学院,广州510635

出　　处：《管理科学学报》2019年第12期15-30,共16页Journal of Management Sciences in China

基　　金：国家自然科学基金资助项目(71571086).

摘　　要：在网络外部性市场环境下,为研究制造商质量决策和零售商经营目标策略选择之间的影响机理,构建了制造商质量决策和单零售商群体的演化博弈模型,分析了网络外部性和可变质量成本系数对零售商经营目标选择、制造商质量决策、以及节点企业利润的影响.研究发现,1)当制造商只拥有部分市场决策权力时,其质量决策将受到零售商的经营目标策略调整的影响,而零售商经营目标的策略调整则取决于网络外部性大小.当网络外部性较小时,零售商的经营目标将演化稳定为利润最大化,此时制造商将制定较低的产品质量水平;当网络外部性处在中等水平时,零售商的经营目标将演化稳定为利润最大化和收入最大化的混合目标策略,此时制造商将制定中等产品质量水平;当网络外部性较大时,零售商的经营目标将演化稳定为收入最大化,此时制造商将制定高产品质量水平.2)当网络外部性处在中等水平时,其与可变质量成本对零售商经营目标的选择呈现出交叉影响效应,随着可变质量成本的减小,零售商经营目标策略将从利润最大化策略向混合策略,或者混合策略向收入最大化策略演变.3)网络外部性对制造商产品质量的影响效果与可变质量成本和零售商经营目标选择有关,网络外部性效应的增加并不总是使得产品的质量降低.To reveal the influence mechanisms for manufacturers*product quality decision and retailers*selection of business objective strategies in market environments with network externalities(NEs),an evolutio ary game model is constructed.On this basis,the influences of NEs and variable quality costs(VQCs)on retailers'evolutionarily stable strategy(ESS)of business objectives,the manufacturers'decision・making for product quality and the profits of enterprises are analyzed.The results show that,when the manufacturer only has partial market power,its decisions with regard to product quality are affected by the retailers'selection of business objective strategies which are affected by NEs.When the NEs are low,the retailers will take a profit maximization strategy and the manufacturer will set a low product quality.When the NEs are moderate,the business objective of retailers is evolved to a stable co-existence of both profit and revenue maximization.In this case,a moderate product quality would be set by the manufacturer.When the NEs are large,the retailers will change the business objective to revenue maximization strategy and the manufacturer will set a high prod・uct quality.When the NEs are at a moderate level,NEs and VQCs will exert a cross-effect on the business objective selection of retailers.The retailers*ESS changes,with the decrease of the VQC,either from profit maximization to the mixed strategy,or from the mixed strategy to revenue maximization.The influence of NEs on the product quality of manufacturers is related to VQCs and retailers*selection of business objectives,while an increase in the NEs does not always improve product qualities.

关 键 词：网络外部性 质量决策 演化稳定策略 收入最大化 利润最大化 

分 类 号：F224.32[经济管理—国民经济]