价值工程
價值工程
개치공정
VALUE ENGINEERING
2015年
12期
16-18
,共3页
产品质量%定位%均衡%博弈
產品質量%定位%均衡%博弈
산품질량%정위%균형%박혁
product quality%positioning%equilibrium%game
企业产品质量的定位选择是企业之间相互博弈的过程，文章分别探讨了生产高质量和低质量产品的两个在位者企业如何制定均衡策略，以及追随者如何根据在位者的质量现状制定生产高质量或低质量产品的均衡策略。研究结果表明，当生产高质量和低质量产品的两个在位者企业达到均衡时，由于成本函数和消费者需求异质性的不同，两企业所获得的市场份额和利润具有不确定性，而当追随者根据在位者的质量现状制定均衡策略时，在位者企业存在先发优势。
企業產品質量的定位選擇是企業之間相互博弈的過程，文章分彆探討瞭生產高質量和低質量產品的兩箇在位者企業如何製定均衡策略，以及追隨者如何根據在位者的質量現狀製定生產高質量或低質量產品的均衡策略。研究結果錶明，噹生產高質量和低質量產品的兩箇在位者企業達到均衡時，由于成本函數和消費者需求異質性的不同，兩企業所穫得的市場份額和利潤具有不確定性，而噹追隨者根據在位者的質量現狀製定均衡策略時，在位者企業存在先髮優勢。
기업산품질량적정위선택시기업지간상호박혁적과정，문장분별탐토료생산고질량화저질양산품적량개재위자기업여하제정균형책략，이급추수자여하근거재위자적질량현상제정생산고질량혹저질양산품적균형책략。연구결과표명，당생산고질량화저질양산품적량개재위자기업체도균형시，유우성본함수화소비자수구이질성적불동，량기업소획득적시장빈액화리윤구유불학정성，이당추수자근거재위자적질량현상제정균형책략시，재위자기업존재선발우세。
The location selection of product quality is a process of game between enterprises. This paper discusses two incumbent enterprises how to develop the equilibrium strategies which product high quality and low quality products, as well as followers how to develop the corresponding in the production of high quality and low quality products equilibrium strategies according to the situation of the quality of the incumbent. The research results show that when the two incumbent enterprises of the production of high quality and low quality products achieving equilibrium, market share and profits gained by the two companies have uncertainty because of the difference of cost function and heterogeneity of consumer demand. While the followers formulating the equilibrium strategies according to the situation of the quality of the incumbent, incumbent enterprise is first-mover advantage.
