| 存在品牌转移者和品牌忠诚者的产品差异模型 |
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| 引用本文： | 曹韫建,顾新一.存在品牌转移者和品牌忠诚者的产品差异模型[J].上海理工大学学报(社会科学版),2002,24(1):53-56. |
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| 作者姓名： | 曹韫建 顾新一 |
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| 作者单位： | 上海理工大学商学院 上海200031
(曹韫建)，上海理工大学商学院 上海200031(顾新一) |
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| 基金项目： | 上海理工大学青年科研基金 |
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| 摘 要： | 分析了存在品牌转移者和忠诚者两类特殊消费群情况下的两阶段水平差异模型，其中品牌转移者在选择产品时只考虑价格因素而不考虑运输成本，品牌忠诚者总是选择某一品牌的产品而不管价格和运输成本。讨论了在两阶段选址－定价博弈模型中纯战略均衡存在的条件。
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| 关 键 词： | 产品差异模型 品牌转移者 Hotelling模型 双头垄断 品牌忠诚者 |
A product differentiation model with brand-switchers and brand-loyalists |
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| CAO Yun-jian,GU Xin-yi.A product differentiation model with brand-switchers and brand-loyalists[J].Journal of University of Shanghai For Science and Technilogy(Social Science),2002,24(1):53-56. |
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| Authors: | CAO Yun-jian GU Xin-yi |
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| Abstract: | In the paper a two-stage horizontal differentiation model with brand-switchers and brand-loyalists is analysed. The brand-switchers usually care about price but lose sight of transportation cost. The brand-loyalists usually purchase from one specific firm without knowing its cost. Without caring about price and transportation cost. The existing condition of pure-strategy equilibrium of the two-stage location-price game is discussed. |
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| Keywords: | horizontal differentiation Hotelling model duopoly switchers loyalists |
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