考虑模块通用性下的产品族网络市场竞争研究  

Networked Markets Competition of Product Families with Module Commonality

作　　者：林志炳 王贵用 LIN Zhibing;WANG Guiyong(School of Economic and Management,Fuzhou University,Fuzhou 350108)

机构地区：[1]福州大学经济与管理学院,福州350108

出　　处：《系统科学与数学》2024年第9期2707-2729,共23页Journal of Systems Science and Mathematical Sciences

基　　金：国家社会科学基金(18BGL106);福建省社科基金重点项目(FJ2022A007);福建省自然科学基金项目(2023J01391)资助课题。

摘　　要：针对多产品族市场竞争问题,考虑产品族存在模块通用性,构建产品族网络古诺竞争模型,并基于矩阵分析求解其均衡结果.然后,分析各产品变体需求、单位生产成本、模块通用性等因素对网络均衡结果的影响,发现它们对网络均衡的影响均与网络结构相关,且网络中存在与网络结构相关的涟漪效应.在此基础上,分析企业新增产品变体和联盟两种网络结构变化方式下,网络中各企业的策略调整及消费者剩余的变化情况.研究发现:1)企业新增产品变体,对网络中与自身有(没有)供应相同产品变体的企业不利(有利);2)由于存在模块通用性,企业新增产品变体可能会减小网络的消费者总剩余;3)模块通用性越好,企业新增产品变体进行市场拓展的效果越好;4)企业联盟的均衡结果一定存在,同时企业应选择与自身有供应相同产品变体的企业进行联盟.To examine the marketed competition of product families with module commonality,a networked Cournot competition model of product families is constructed,and its equilibrium is solved based on matrix analysis.Then,the effects of demand for each product variant,unit production cost,and module commonality on the networked equilibrium are analyzed,and it is found that their effects on networked equilibrium are all related to the networked structure,and there are ripple effects related to the network structure in the networked markets.Next,we analyze the adjustment of the strategy for each firm and the change of the consumer surplus in the network under two ways of change in network structure,namely,the addition of new product variety and the alliances by firms.It is found that:1)The addition of new product variety by the firm is unfavorable(favorable)to firms that have(haven't)supplied the same product variety as itself;2)The addition of new product variety by the firm may reduce the total consumer surplus in the network due to the existence of module commonality;3)The better the module commonality,the more effective of market expansion for the firm by adding new product variety;4)The equilibrium of the alliance by firms must exist,and a firm should choose the firms that supplying the same product varieties as itself to the alliance.

关 键 词：产品族 市场竞争 网络古诺竞争 非合作博弈 网络结构 

分 类 号：F273.2[经济管理—企业管理] F271[经济管理—国民经济]