企业在社会偏好度下的产品线延伸策略

doi:10.3969/j.issn.1007-7375.2020.04.013

工业工程 ›› 2020, Vol. 23 ›› Issue (4): 97-105.doi: 10.3969/j.issn.1007-7375.2020.04.013

企业在社会偏好度下的产品线延伸策略

宋成峰

西南交通大学经济管理学院，四川成都 610031

收稿日期:2019-05-22 发布日期:2020-08-21
作者简介:宋成峰(1988-)，女，重庆市人，硕士研究生，主要研究方向为物流与供应链管理
基金资助:
国家自然科学基金资助项目(11671329)

Product Line Extension with Social Preference

SONG Chengfeng

School of Economics and Management, Southwest Jiaotong University, Chengdu 610031, China

Received:2019-05-22 Published:2020-08-21

摘要/Abstract

摘要： 基于Hotelling模型，讨论企业在无社会偏好和具有社会偏好的情况下产品线延伸策略的选择问题。研究企业在无社会偏好和具有社会偏好时不同产品线延伸策略下的利润和定价策略，以及面临低质竞争者时企业的产品线延伸策略。结果表明，企业在无社会偏好度时，向下延伸产品线会产生挤出效应；而企业具有社会偏好后，企业生产母产品质量较高时，向下延伸产品线则会吸引竞争者进入市场。当企业具有社会偏好时，企业产品线的最优延伸策略与母产品的质量有关。

关键词: 产品线, 垂直延伸, 社会偏好度, Hotelling模型

Abstract: In an extended Hotelling model, an analysis is conducted on how firms selling goods make vertical line extension decisions when they take social preferences into account. The product line vertical extension strategy in the case of social preference or no social preference with a threat of entry is considered. It is found that, when the firm does not have social preference, the downward extension of the product line will have an extrusion effect. When a firm has a social preference, with the quality of the base product is high, and the downward extension of the product line will attract competitors to enter the market. With social preference, the optimal extension strategy of the firm's extended product line is related to the quality of the base product.

Key words: product line, vertical line extension, social preference, Hotelling model

中图分类号:

F270

宋成峰. 企业在社会偏好度下的产品线延伸策略[J]. 工业工程, 2020, 23(4): 97-105.

SONG Chengfeng. Product Line Extension with Social Preference[J]. Industrial Engineering Journal, 2020, 23(4): 97-105.

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企业在社会偏好度下的产品线延伸策略

Product Line Extension with Social Preference

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