两企业序贯进入市场时的最优进入时间及定价分析

在竞争环境下,当企业向未知市场推出新产品时,由于市场需求的不确定性,企业需要平衡好其较早进入市场带来的风险和较晚进入市场所丢失的机会。建立2个企业分别以先行者和后行者身份向同一市场推出可替代新产品的双寡头竞争模型,研究了后行者的最佳进入时间,以及双方的最优定价问题。使用微分对策理论分析发现,在两种不同的市场需求函数形式(指数形式和线性形式)下,当考虑成本学习效应时,双方的最优价格均是随着已进入市场的时间递减的,并给出了不同条件下,后行者的最优进入时间。数值分析进一步展示了一些常见运作参数对后行者进入时间及双方定价的影响规律。

New Products Introduction Timing and Pricing in a Duopoly Market

In a competitive environment,when a firm introduces a new product to the uncertain market,the company needs to balance the risks of early market entry and the loss opportunity of late market entry.By building a duopoly competition model with one firm entering the market first and the other entering later,we investigate the optimal market entry time of the late entrant and the optimal pricing of both firms.When considering cost learning effect,we found that,under two different demand forms-exponential demand and linear demand,the optimal prics decrease with time.The optimal market entry time of the late entrant under different conditions are also analyzed.Numerical analyses further show the impact of typical operational parameters on the entry time of the late entrant and the pricing of the firms.