运筹与管理2024，Vol.33Issue(5)：189-196,8.DOI:10.12005/orms.2024.0166
质量差异化下信息产品的市场进入策略
Market Entry Strategies for Information Goods under Quality Differentiation
摘要
Abstract
As the digital revolution accelerates,information products have become an integral part of consumer demand and market competition.Within this context,quality differentiation among information products has emerged as a pivotal factor shaping consumer preferences and market outcomes.This study delves into the market entry strategies for information products under quality differentiation,aiming to provide a comprehensive under-standing of the challenges and opportunities facing firms entering this dynamic market. The research problem is defined as the identification and analysis of optimal market entry strategies for firms introducing new information products in a competitive environment where quality varies.The theoretical signifi-cance of this study lies in its potential to contribute to the understanding of strategic interactions between new entrants and incumbents,while the practical implications extend to informing firms of strategic decisions and improving their market positioning. To address this problem,we develop a theoretical model that captures the dynamics of market entry under quality differentiation.The model incorporates consumer preferences for different quality levels and firms’strategic interactions in pricing,promotion,and product positioning.We devise algorithms to solve for equilibrium outcomes,considering both the first-mover advantage and the response of existing competitors.The analytical tech-niques employed include econometric model,simulation,and comparative case studies. The theoretical results of our study reveal that firms introducing high-quality information products tend to adopt a differentiated strategy,focusing on niche markets and building brand loyalty.Conversely,firms offering lower-quality products are more likely to compete on price and pursue a broader market segment.These strategies are shaped by consumer perceptions of quality,market conditions,and the competitive landscape.Our numerical results provide further validation,showing that firms successfully implementing quality-based market entry strategies have achieved higher market shares and profitability. To illustrate the practical application of our findings,we present numerical examples of firms that have successfully navigated the information product market under quality differentiation.These examples demonstrate how firms have leveraged their quality advantages,responded to consumer preferences,and outmaneuvered com-petitors.The insights gained from these case studies offer practical guidelines for firms entering the market. However,this study also highlights several areas for further research.Firstly,we recognize the need to explore the impact of consumer heterogeneity and changing market trends on market entry strategies.Secondly,the integration of emerging technologies,such as artificial intelligence and big data,in shaping consumer prefer-ences and market competition remains an untapped area of investigation.Finally,the role of government regula-tions and policies in facilitating or constraining market entry under quality differentiation merits further scrutiny. In conclusion,this study offers valuable insights into the market entry strategies for information products under quality differentiation.By combining theoretical model and numerical analysis,we provide a comprehen-sive framework for understanding the strategic interactions and market outcomes in this dynamic market.The findings of this study have the potential to inform firms’strategic decisions,improve their market positioning,and ultimately enhance their competitiveness in the information product market.关键词
信息产品/产品进入/质量差异化/行为定价/Stackelberg博弈Key words
information goods/product entry/quality differentiation/behaviour-based pricing/Stackelberg game分类
管理科学引用本文复制引用
徐广业,刘慧,周开乐..质量差异化下信息产品的市场进入策略[J].运筹与管理,2024,33(5):189-196,8.基金项目
国家自然科学基金面上项目(72072016) （72072016）
教育部人文社会科学青年项目(19XJC630005) （19XJC630005）
