基于战略顾客行为的进入威慑策略研究

doi:10.16381/j.cnki.issn1003-207x.2015.11.019

中国管理科学 ›› 2015, Vol. 23 ›› Issue (11): 153-162.doi: 10.16381/j.cnki.issn1003-207x.2015.11.019

基于战略顾客行为的进入威慑策略研究

杨光勇, 计国君

厦门大学管理学院, 福建厦门 361005

收稿日期:2013-12-11 修回日期:2014-03-08 出版日期:2015-11-20 发布日期:2015-12-01
作者简介:杨光勇(1979-),男(汉族),四川达州人,厦门大学管理学院副教授,博士,研究方向:供应链管理、创新管理、顾客行为.
基金资助:
国家自然科学基金资助项目(71201138, 71371158, 71371159,71571151);教育部人文社会科学研究青年基金资助项目(12YJC630264)

Entry Deterrence Strategy When Selling to Strategic Consumers

YANG Guang-yong, JI Guo-jun

School of Management, Xiamen University, Xiamen 361005, China

Received:2013-12-11 Revised:2014-03-08 Online:2015-11-20 Published:2015-12-01

摘要/Abstract

摘要： 通过对先进入者的原始产品进行模仿创新,后进入者推出了模仿创新产品,这吸引了跨期选择购买时机以及产品类型的战略顾客,从而威胁了先进入者的领导地位。面对这种威胁,文中研究了先进入者采用产品升级策略的有效性,其中,对于整体化升级策略,先进入者能以等性价比、递增性价比、递减性价比等三种路径推出升级产品;而对于模块化升级策略,先进入者只能以递增性价比路径推出显性升级产品。结论表明:对于整体化升级策略,递减性价比升级路径更有助于先进入者在市场份额与利润方面保持持续领导地位;对于模块化升级策略,较高的模块化程度更能维护先进入者在市场份额方面的竞争优势,但对维护利润方面的竞争优势的潜在价值较低。

关键词: 进入威胁, 模块化升级, 战略顾客, 性价比

Abstract: Entrants imitating incumbent's original product improve quality of original product and introduce imitating innovative product, which attracts strategic consumers who rationally choose purchase timing and types. This erodes incumbent's leadership. Hence, faced with this threat, value of integral and modular upgrade strategies adopted by incumbent is studied, where in former strategy, the incumbent could introduce upgraded version via equivalent, increasing or decreasing performance price ratio path, whereas in latter strategy, incumbent could only introduce upgraded version via increasing performance price ratio path. Our conclusions show that for integral upgrade strategy, decreasing performance price ratio path could strengthen incumbent first-mover advantage in respect to market share and expected profits; For modular upgrade strategy, higher product modularity has more positive effects on incumbent maintaining leadership on market share, but have less valuable to incumbent maintaining expected profits advantages.

Key words: entry threat, modular upgrade, strategic consumer, quality price ratio

中图分类号:

F253.4

杨光勇, 计国君. 基于战略顾客行为的进入威慑策略研究[J]. 中国管理科学, 2015, 23(11): 153-162.

YANG Guang-yong, JI Guo-jun. Entry Deterrence Strategy When Selling to Strategic Consumers[J]. Chinese Journal of Management Science, 2015, 23(11): 153-162.

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基于战略顾客行为的进入威慑策略研究

Entry Deterrence Strategy When Selling to Strategic Consumers

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