存在顾客退货的竞争性企业产品定位决策

本文研究了受到顾客退货影响的两个寡头企业的产品定位决策问题.考虑每个企业均可以选择全额退款或无退款退货策略,在Hotelling模型框架下建立了企业定价和产品定位的非合作博弈模型,给出了四种战略组合的子博弈精炼纳什均衡解.通过对均衡结果的比较分析,给出了企业选择退货策略博弈的纳什均衡解.研究发现,顾客退货对于企业产品定价和定位决策有着显著的影响,但产品差异程度并没有因此而改变.另外,产品的残值与顾客退货成本的关系直接影响寡头企业的退货策略选择.

Decision analysis of product positioning of competing firms with consumer returns

This paper addresses the problem of product positioning of competing firms with consumer returns. Considering two typical return policies:Full-refund and no-refund return policy, we establish four noncooperative models of price and product positioning under the framework of Hotelling methodology. The subgame perfect Nash equilibrium of each model is derived by the backward induction approach. Moreover, based on the comparative analysis of equilibrium profits in each scenario, we derive the Nash equilibrium strategies of the game of the selection of return policy and explicitly propose the conditions for guaranteeing these equilibria. We find that consumer returns plays an important role in firms' decisions of pricing and product positioning. However, the degree of product differentiation does not change because of consumer returns. Furthermore, we prove that the salvage value and the consumer return cost have direct impact on firms' choice of return policy.