引用本文:周雄伟,邵志龙,周艳菊.基于垂直产品差异化的垄断企业虚假质量策略研究[J].控制与决策,2020,35(9):2252-2260
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基于垂直产品差异化的垄断企业虚假质量策略研究
周雄伟,邵志龙,周艳菊
(中南大学商学院,长沙410083)
摘要:
在产品差异化市场中,由于产品质量信息存在不对称,消费者经常通过价格来判断产品的质量,这为企业使用虚假质量提供了机会.基于垂直产品差异化,构建垄断市场质量差异化的产品定价模型,研究产品质量信息不对称时,垄断企业是否有动机采取虚假质量.若存在该动机,则分析垄断企业质量策略选择及其影响因素.研究表明,垄断企业对高、低两种质量产品均存在使用虚假质量的动机,具体采用何种质量策略,则取决于高、低质量产品的质量差异度,成本差异度以及企业对高、低质量产品使用的虚假度.
关键词:  信息不对称  虚假质量  垂直差异化  垄断企业  质量策略
DOI:10.13195/j.kzyjc.2018.1656
分类号:F274
基金项目:国家自然科学基金项目(71871230,71790615).
False quality strategy of monopoly enterprises based on vertical product differentiation
ZHOU Xiong-wei,SHAO Zhi-long,ZHOU Yan-ju
(School of Business,Central South University,Changsha410083,China)
Abstract:
In the market of product differentiation, consumers usually judge the quality of products through price because of the asymmetry of product quality information, which provides an opportunity for enterprises to use false quality. Based on vertical product differentiation, this paper constructs a product pricing model with different quality of monopolistic market, and studies whether monopoly enterprises are motivated to adopt false quality when product quality information is asymmetric. If there is such motive, the selection of the quality strategy of monopoly enterprises and its influencing factors are analyzed. Research shows that monopoly enterprises are motivated to use false quality for both high and low quality products, and the specific quality strategy depends on the quality difference degree of high and low quality products, the cost difference degree and the degree of falseness used for high and low quality products.
Key words:  information asymmetry  false quality  vertical differentiation  monopoly  quality strategy

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