CAJ | 학술논문

考虑市场上存在两类分别生产标准型产品和定制型产品的企业群体,在假定消费者对产品属性和企业特征存在多维异质性消费偏好的情况下,引入标准型产品种类、定制型产品的定制水平等参数,通过构建演化博弈模型研究有限理性企业的生产模式演化问题。理论分析和数值算例表明：演化均衡结果取决于企业的生产经营状况以及消费者对产品种类和定制水平的敏感程度。同时,本文分析得到2种用来判断企业生产决策演化结果的指标,一定程度上为企业选择生产方式提供了理论依据。
고필시장상존재량류분별생산표준형산품화정제형산품적기업군체,재가정소비자대산품속성화기업특정존재다유이질성소비편호적정황하,인입표준형산품충류、정제형산품적정제수평등삼수,통과구건연화박혁모형연구유한이성기업적생산모식연화문제。이론분석화수치산례표명：연화균형결과취결우기업적생산경영상황이급소비자대산품충류화정제수평적민감정도。동시,본문분석득도2충용래판단기업생산결책연화결과적지표,일정정도상위기업선택생산방식제공료이론의거。
The standardization and customization decisions of two types of firms with the assumption of con- sumer heterogeneity both in product attributes and firm preference are studied. By introducing product va- riety and customization level, an evolutionary game model is presented to study the evolution of production decision of firms with bounded rationality. Theoretical analysis and numerical examples show that the evo- lutionary equilibrium outcome depends on the effect of the finns＇operational status as well as the degree of customerg intensity about product variety and customization level. Meanwhile, an index signifying the rela- tive attractiveness of standardization and customization strategies is developed, which provides theoretical base for production mode choice of the firms.