董　崗

摘要:文章通過建立存在成本差異的Hotelling模型,結(jié)合效用和反應(yīng)函數(shù)對兩廠商的定價選址策略進(jìn)行分析,研究表明處于成本劣勢的廠商一般會選擇最小差異化的策略,而擁有成本優(yōu)勢的廠商則會在最小差異化和最大差異化原則之間進(jìn)行權(quán)衡取舍,目的都是為了實(shí)現(xiàn)利潤最大化或損失最小化。

關(guān)鍵詞:成本差異;Hotelling模型;動態(tài)博弈;反應(yīng)函數(shù)

中圖分類號:F224 文獻(xiàn)標(biāo)識碼:A

Abstract: Through establishment Hotelling model under existence of cost differences, combining with the utility function and response function, the paper analyses pricing and situation selection strategy of the two entrepreneurs, research shows that: the entrepreneur of cost disadvantage always chooses the smallest difference of strategy, while the entrepreneur of cost advantage will make trade-off between the largest and the smallest differences principle, in order to maximize their profits or minimize losses.

Key words: cost difference; Hotelling model; dynamic game; reaction function

0引言

自從1929年Hotelling提出了著名的Hotelling模型[1]之后,其經(jīng)常被用于競爭企業(yè)在市場中的選址、定價分析。Hotelling模型(1929)通過一次成本函數(shù)研究兩個廠商的價格競爭問題;Aspremont and Gabszewicz(1979)[2]指出了Hotelling的缺陷,構(gòu)建二次成本函數(shù)求出Hotelling模型均衡解存在的條件;Economides(1986)[3]構(gòu)建冪成本函數(shù)Hotelling模型,研究了價格均衡的存在條件;Gabszewicz and Thisse(1986)[4],Anderson(1988)[5]構(gòu)建一次與二次之和的成本函數(shù)Hotelling模型得出不存在價格均衡的結(jié)論。本文研究了兩廠商存在成本差異、尤其是在成本差異顯著的情況下,具有成本優(yōu)勢的廠商是直接進(jìn)行價格戰(zhàn)、還是采取最大差異化策略將對方擠出市場,從而實(shí)現(xiàn)利潤最大化,通過構(gòu)建相應(yīng)的Hotelling模型,分析了廠商采取最優(yōu)策略的條件以及在動態(tài)非合作博弈情況下的市場均衡價格和廠商均衡利潤。