The Optimal Pricing and Production Strategy for Homogeneous Product under Incomplete Information and Duopoly

不完全情報下同質產品最適訂價與生產策略之研究－以雙占廠商為例

黃允成(Yun-Cheng Huang) ； 詹家豪(Chia-Hao Chan) ； 鄭文睿(Wen-Ruei Jeng)

《交大管理學報》 30卷1期 (2010/06) Pp. 165-206

https://doi.org/10.6401/CMR.201006.0165

摘要

以現今的競爭市場來說，廠商間生產成本皆具有某種程度的差異，而此差異將影響產品間之售價，亦會影響管理者如何在此種環境中，作出最適的訂價與生產策略。然而，廠商在訂定產品的售價時必須同時考量競爭者的生產成本及產品價格後再決定最適價格與生產策略，而比價格則是最直接影響消費者選擇的重要因素。另外，早期之研究僅針對產品最適價格與數量進行探討，並未更貼進市場實際情況，實際的競爭市場中，競爭者成本結構資訊是不透明的，廠商需藉由請測對手成本結構及評估自身總期望利潤後決定最適價格與生產策略。因此，本研究提出雙占市場，考量競爭者成本結構資訊不完全下，評估投入資訊成本對總期望利潤之影響，探討雙占廠商生產同質產品最適訂價與生產策略，並提出數值範例及針對參數進行敏感度分析。最後，根據模式推導與數值結果，提出七點具體結論，包括：(1)經由最佳化與統計期望理論，建構出使總期望利潤最大化之最適策略(2)在資訊未知情況下，為降低市場風險，進而投入經費去蒐集競爭對手的相關資訊，建構出使自身總期望利潤最大化之最適價格策略(3)雙方廠商進行Cournot數量競爭時，利用兩廠商之數量反應函數，得到雙方均衡數量與價格(4)當廠商自發性採取價格競爭策略，雙方則會進行價格競爭，最終由成本優勢之廠商獨占市場(5)當自身為中成本峙，若第一期採行降價策略且對手跟進之條件下往後各期則以恢復均衡價格為最適決策(6)前一期以維持均衡為前提下，往後各期皆以維持均衡為最適選擇(7)廠商價格靜、數與單位生產成本增加時，會導致廠商利潤下降。

關鍵字

Cournot模式 ； 雙占市場 ； 同質產品 ； 不完全資訊

並列摘要

In the competitive markets, for varied firms, there are some differences in production cost under different production structure. The differences not only affect price but also production strategy. Firms can set the optimal price and propose suitable production strategy after considering both production cost and price from opponents. In addition, early studies only focus on optimum price and quantity, but not concern real situation of market. in practice, cost structure of competitor is not c1ear. Firm required to conjecture cost structure of competitor and evaluated their own expected profit, then determine the most appropriate price and production strategies. Therefore, in this study we evaluate the effect about of information cost affecting the expected total profit under incomplete information and duopoly. Production strategies are proposed for homogeneous product. Numerical example and sensitivity analysis of parameters are also taken Finally, according to the analysis and resu1ts, seven concrete conc1usions are presented

並列關鍵字

Cournot model ； Duopoly ； Homogeneous product ； Incomplete information

參考文獻

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