企业在社会偏好度下的产品线延伸策略

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。

Product Line Extension with Social Preference

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.