竞争情况下零售商的产品组合决策研究

本文研究了市场竞争情况下两个零售商横向差异产品组合决策,基于multinominal logit(MNL)模型刻画消费者选择行为并建立基本模型,得到市场相互独立时的最优产品组合.将市场竞争情况下的产品组合决策细分为四种情形并研究了零售商进入市场顺序的影响,对比了市场相互独立与竞争情况下的结果.结果表明:市场竞争时的产品多样化程度不低于市场相互独立的情况;部分产品存在两个零售商的利润空间是零售商选择重复产品必要条件;市场相互独立时的最优解外的产品有利可图是产品多样化程度高于市场相互独立情况的必要条件;零售商进入市场存在先后顺序时,信息不对称不影响均衡结果.

Research on retailers' assortment decision under competition

This paper studies the two retailers horizontally differentiated products assortment problem under market competition. We adopt multinominal logit (MNL) model to characterize the consumers' choice behavior and establish the basic model to obtain the optimal assortment decision under the market independent circumstance. Then we classify the competitive circumstance into four kinds of scenarios. In each of these scenarios, we study whether retailers enter the market sequentially affects the final results, and compare the results of independent and competitive circumstances. The conclusion shows that the degree of product variety in the competitive circumstance is no less than that of the independent circumstance. Some products which have two retailers' profit space is a necessary condition for retailers to choose common products. Some products which are not in the optimal assortment decision under the market independent circumstance could be profitable is a necessary condition for the competitive circumstance has more product variety. When retailers enter the market sequentially, information asymmetry does not affect the result.