平台企业新产品预告策略选择研究：垄断与双寡头竞争

基于新产品正式预告（F）与非正式预告（I）策略的成本差异、网络效应及其不对称预期视角，构建平台企业新产品预告策略选择双边市场博弈模型，比较垄断与双寡头竞争情景下平台采用不同策略组合时的利润、定价及其市场份额，分析平台企业新产品预告策略的选择机制，辨析垄断与双寡头竞争下平台新产品预告策略选择的差异。研究表明：垄断下，正式预告并非总是平台企业利润占优策略，新产品预告收益与成本的权衡是策略选择的关键；双寡头竞争下，非正式-非正式策略组合总是平台企业利润占优策略，竞争削弱了预告收益与成本权衡因素带来的影响，不对称预期的充分利用才是平台企业新产品预告策略选择的关键。

Strategy selection for new product preannouncement by platform firms:monopoly and duopoly competition

From the perspective of cost differences, network effects and asymmetric expectancy of new products formal preannouncement (F) and informal preannouncement (I), this paper built a bilateral market game model for new product preannouncement of platform firms. It compared the equilibrium of platform profit, pricing and market share under different strategy combinations of monopoly and duopoly competition scenario, analyzed the selection mechanism of the strategies, and investigated the difference of the strategy selection between monopoly and duopoly competition. The results show that: 1) under the situation of monopoly, the formal preannouncement is not always the profit dominant strategy for platform firms, and how to balance the new product preannouncement revenue and the cost is the key; 2) under the situation of duopoly competition, informal informal preannouncement strategy is always the profit dominant strategy for platform firms, competition undermines the impact of preannouncement revenue and cost tradeoff, and a full utilization of asymmetric expectation is the key for the strategy selection.