摘要
差价补偿策略,是近年来在国内兴起的一种企业间竞争策略。从博弈论角度来看,对消费者承诺差价补偿,即是向竞争对手发出了一种不打价格战的可置信的威胁信号,可以有效地避免企业间的价格竞争;从市场营销角度来看,差价补偿策略会影响消费者行为,改变消费者预期,最终促使市场竞争向着企业有利的方向发展。本文对差价补偿策略建立了一个数学模型,分析企业采用差价补偿策略的原因以及竞争双方博弈的均衡结果。
Price difference compensation programs （PDC） have great contribution to firms＇ profitability. According to game theory, once firms have made promise to compensate consumers for the price difference, they send credible signals of avoiding price battle to their competitors; therefore, firms escape from the terrible price competition. At the angle of marketing, PDC have influence upon consumers＂ behaviors, change the consumers＂ anticipation, and force the market competition to develop in a favorable way. This paper models PDC and analyses the reason that they use PDC and equilibrium result in a quantitative way.
出处
《上海管理科学》
2007年第5期23-25,共3页
Shanghai Management Science
基金
国家自然科学基金青年基金(70502026)。
关键词
差价补偿
寡头竞争
博弈均衡
Price difference compensation, Oligopoly competition, Game Equilibrium
