摘要
制定合理的产品定位与定价策略在企业营销管理中具有重要意义。本文基于经典Hotelling模型,在线性市场上二次运输成本条件下,讨论了企业在相互持股情形下如何进行产品的定位以及产品的定价,建立了企业间先同时选址,再同时定价的Hotelling拓展模型,并对模型进行了博弈均衡与参数分析。理论分析结果表明:随着企业间相互持股比例的增大,企业会生产更具差异化的产品以获得更大的利润,且企业追求产品差异化的速度是越来越快的;随着企业间相互持股比例的增大,产品价格会逐渐上升,并且增长幅度越来越快。本文的研究结论将进一步丰富Hotelling模型的现有理论成果,可为企业间确定持股比例、进行合理有效的产品定位与定价提供决策参考。
Formulating a reasonable product positioning and pricing strategy is of great significance in corporate marketing management. In this paper,on the condition that there are two cross-shareholdings enterprises with quadratic transportation cost in a linear market,an extended Hotelling model is firstly built. In the model,two enterprises make simultaneously price-decisions after their location-decisions are made simultaneously. Then some equilibrium analysis and discussion on the parameters in the model are developed. The results of theoretical analysis show: With the growth of shareholding ratio,enterprises will produce more differentiated products to obtain more profits,and the speed is faster and faster; With the growth of shareholding ratio,the price of products will gradually increase,and the rate will grow faster and faster. Thus the conclusions in this paper will further enrich the existing theoretical results of the Hotelling model,and offer support for enterprises to determine their shareholding ratio and to construct their product positioning and pricing strategies.
引文
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