质量差异化下信息产品的市场进入策略  

Market Entry Strategies for Information Goods under Quality Differentiation

作　　者：徐广业 刘慧 周开乐[2] XU Guangye;LIU Hui;ZHOU Kaile(School of Management,Nanjing University of Posts and Telecommunications,Nanjing 210003,China;School of Management,Hefei University of Technology,Hefei 230009,China)

机构地区：[1]南京邮电大学管理学院,江苏南京210003 [2]合肥工业大学管理学院,安徽合肥230009

出　　处：《运筹与管理》2024年第5期189-196,共8页Operations Research and Management Science

基　　金：国家自然科学基金面上项目(72072016);教育部人文社会科学青年项目(19XJC630005)。

摘　　要：考虑消费者对新信息产品质量感知的不确定性,采用博弈论方法构建竞争企业两周期动态定价模型,研究产品质量差异化下信息产品的市场进入和定价策略,并分析消费者的质量不确定性对在位者和进入者最优价格和利润的影响。分别建立高质量产品进入市场和低质量产品进入市场两种情形下的策略模型,通过对比分析发现:高质量产品进入市场时进入者应采用渗透定价,在位者应采用撇脂定价,质量不确定性的增大会导致进入者的产品价格和利润降低;低质量产品进入市场时进入者和在位者都应采取撇脂定价,质量不确定性的增大同样会使进入者的产品价格和利润降低,而在位者的产品价格和利润还受到产品质量差异的影响。此外,在消费者对新信息产品质量感知不确定的情况下,进入企业应采用高质量产品进入策略。As the digital revolution accelerates,information products have become an integral part of consumer demand and market competition.Within this context,quality differentiation among information products has emerged as a pivotal factor shaping consumer preferences and market outcomes.This study delves into the market entry strategies for information products under quality differentiation,aiming to provide a comprehensive understanding of the challenges and opportunities facing firms entering this dynamic market.The research problem is defined as the identification and analysis of optimal market entry strategies for firms introducing new information products in a competitive environment where quality varies.The theoretical significance of this study lies in its potential to contribute to the understanding of strategic interactions between new entrants and incumbents,while the practical implications extend to informing firms of strategic decisions and improving their market positioning.To address this problem,we develop a theoretical model that captures the dynamics of market entry under quality differentiation.The model incorporates consumer preferences for different quality levels and firms’strategic interactions in pricing,promotion,and product positioning.We devise algorithms to solve for equilibrium outcomes,considering both the first-mover advantage and the response of existing competitors.The analytical techniques employed include econometric model,simulation,and comparative case studies.The theoretical results of our study reveal that firms introducing high-quality information products tend to adopt a differentiated strategy,focusing on niche markets and building brand loyalty.Conversely,firms offering lower-quality products are more likely to compete on price and pursue a broader market segment.These strategies are shaped by consumer perceptions of quality,market conditions,and the competitive landscape.Our numerical results provide further validation,showing that firms successfully implementing quality-bas

关 键 词：信息产品 产品进入 质量差异化 行为定价 STACKELBERG博弈 

分 类 号：F274[经济管理—企业管理]