【作者】 苏应生；

【导师】 汪贤裕；

【作者基本信息】 四川大学 ， 管理科学与工程， 2006， 硕士

【摘要】 在讨论进入时，传统的方法是讨论在位企业如何使用规模经济或绝对成本优势或产品差异优势或资本要求等来阻止潜在进入企业进入市场。而本文从质量选择的角度，讨论了潜在进入者如何选择进入质量进入市场，并给出了质量选择的定量关系。本文假定消费者在对产品的特性组合的偏好次序是一致的情况下，根据垄断在位者的质量现状，分析潜在进入者的质量选择策略。换句话来说，本文着重解决在纵向差异产品空间下进入者的质量选择问题。 首先，在不考虑进入成本的情况下，本文得到了“中档产品”、“低档产品”、“高档产品”的六种进入质量的设计。由于没有考虑到成本因素，因而得到的结论看似意义不大。事实上，对于进入者来说，它的进入策略如果不是以短期盈利为目标，而是企业的长期发展为目标，那么，它的首要任务应该考虑，如何提高产品的市场分额。此时，本文的分析就对进入者的生产决策具有一定的指导意义。在这种情况下，我们有了引起我们更深刻的思考的结论：当进入者采用中档产品和低档产品进入市场时，低质量的产品被主导；而当进入者采用高档产品进入市场时，在位者的高质量产品被主导。对于在位者来说，只有不断地提高企业的质量(也可以认为是创新)，企业才能立于不败之地。 其次，在考虑到进入成本和质量成本后，本文主要讨论两个问题：第一、讨论通过质量选择，垄断在位者如何阻止进入；第二、讨论进入者如何根据在位者的质量现状制定相应的高质量和低质量的策略。文章采用了两阶段的博弈。更多还原

【Abstract】 While discusses enter, the traditional method is a discussion to reign how the enterprise use the scale economy or absolute cost advantage or the product difference advantages or capitalists to request to obstruct latent entrant to enter the market. But this text angle chooses from the quality, discusses how the latent entrant chooses to the quality into the market, and gives the quantitative relation of the quality choice. Under the condition of consistence to the consumer’s preference sequence of the characteristics of the product, this text analyzes the strategies of the quality choice of the entrant according to the present quality lever of the incumbent. In a word, this text lays much emphasis on resolving quality choice of the entrant in a vertically differentiated market.First, under the condition of taking no account of the cost, this text gets six kinds of quality designs such as the medium quality, the lower quality and the higher quality. Because having no consideration of the cost factor, the conclusion seems no meaning. In fact, as regards the entrant, if the enterprise seeks for long-term development, then its initial mission should consider, how to raise the fraction the market of the product. Therefore, the textual analysis has the certain leading meaning to the production of the entrant decision.What’s more, in consideration of the cost of enter and quality, this text mainly discusses two problems. At first, it discusses how the incumbent chooses the certain quality lever that deters entry. Secondly, it discusses how the entrant formulates the更多还原