基于消费者品牌偏好的Hotelling博弈模型

Hotelling模型假设异质产品的单位运输成本相同，其结果是产品价格相等时均分市场，这一结论无法解释市场竞争中的品牌效应。本文假设在Hotelling模型中产品单位运输成本存在差异，以区分消费者不同的品牌偏好，通过分析Nash博弈均衡与Stackelberg博弈均衡下运输成本对产品价格、市场份额、厂商利润以及社会福利的影响，得出消费品牌偏好是制定产品竞争策略的重要依据。

Hotelling Game Model Based on Consumers' Brand Preference

The result of the classic Hotelling game, the products sharing the market with the same prices, can not provide sufficient explanation for brand effect in the market due to its assuming that the unit transportation costs of heterogeneous products are the same. By supposing the unit transportation costs of heterogeneous products are different and analyzing the effect on the product price, the market share, the profits of the oligopolies and the social welfare under the condition of Nash equilibrium and Stackelberg equilibrium respectively, we conclude that the consumers＇ brand preference are important basis for making out competitive strategy.