The Existence of Low-End Firms May Help High-End Firms
The Existence of Low-End Firms May Help High-End Firms
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DOI：
10.1287/mksc.1080.0388
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发表时间：
2009
期刊：
影响因子：
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通讯作者：
Ikuo Ishibashi;Noriaki Matsushima
中科院分区：
文献类型：
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作者：
Ikuo Ishibashi;Noriaki Matsushima
提出了两个有利于高端企业的高端产品和低端产品之间的竞争模型。一个是数量竞争模型，另一个是产品差异化的价格竞争模型。关键因素是存在两个不同的消费群体：那些只需要高端名牌产品的人和那些不关心产品是高端还是低端的人。我们表明，在一定条件下，当有公司生产低端产品时，高端市场上公司的利润比没有公司生产低端产品时更大。对价格敏感的消费者对产品质量漠不关心，这加剧了高端企业之间的竞争。低端企业的存在是一种可信的威胁，它诱使高端企业不过度生产，因为对价格敏感的消费者购买低端企业的产品。研究结果为自有品牌进入后民族品牌企业的盈利能力和定价提供了新的理论机制。它对定价和营销策略有影响：在非老牌企业进入后，老牌企业不应该降低价格。
Two models of competition between high-end and low-end products benefiting the high-end firms are presented. One is a quantity competition model, and the other is a price competition model with product differentiation. The key factor is the existence of two heterogeneous consumer groups: those who demand only high-end name-brand products and those who care little whether products are high or low end. We show that, under certain conditions, the profits of firms in the high-end market are larger when there are firms producing low-end products than when there are not. The existence of price-sensitive consumers who care little about product quality intensifies competition among the high-end firms. The existence of low-end firms functions as a credible threat, which induces the high-end firms not to overproduce because price-sensitive consumers buy products from the low-end firms. The result provides a new theoretical mechanism concerning the profitability and pricing of national brand firms after the entry of private labels. It has an implication for pricing and marketing strategies: Established firms should not decrease their prices after the entry of nonestablished firms.