资源投入与产品质量策略的匹配性研究——基于收益效应和福利效应的比较分析

在产品差异化市场中,企业可能为获取高端消费者而向高质量产品投入更多资源,却在一定程度上减少低质量产品的资源投入,造成资源投入与产出质量配比失调现象。为解决此类问题,针对实施垂直差异化策略的垄断企业应用优化理论、反证法对此问题进行了论证,通过数值仿真分析验证了结论的合理性。研究结果表明:1)追求福利最大化的企业实施垂直差异化策略所获得的利益高于追求收益最大化的企业;2)在资源有限的情形下,以收益最大化为目标的企业所提供的产品质量低于福利最大化的企业;3)收益最大化者在生产高质量产品上过度分配资源,对低质量产品的资源投入不足;4)随着预期的消费者到达市场的数量增加到无穷大,二者都会表现为平等分配资源。研究结果为企业运用差异化策略进行产品线设计提供了依据,对运营管理者改进产品线设计思路、节约企业成本、提高客户满意度具有借鉴意义。

Research on the matching of resource input and product quality strategy: A comparative study based on benefit effect and welfare effect

In the product differentiation market, enterprises may invest more resources in high-quality products to obtain high-end consumers, while the resource input of low-quality products is reduced to a certain extent, resulting in the imbalance between resource input and output quality. In order to prove this problem, optimization theory and counter evidence were applied to the monopoly enterprises of vertical differentiation strategy, and its reasonableness was verified by simulation analysis. The conclusions are as following: 1)When the enterprises implement the vertical differentiated product strategy, the benefit of the enterprises with maximum welfare is higher than that of the enterprises with maximum income; 2)In the case of limited resources, the quality of products provided by enterprises aiming at maximizing revenues is lower than that provided by enterprises aiming at maximizing welfares; 3)Those who maximize incomes often show an elitist phenomenon, that is, over-allocation of resources in the production of high-quality products, and insufficient allocation of resources in the production of low-quality products; 4)As the number of prospective consumers reaching the market increases to infinity, both businesses distribute resources equally. The results provide evidence for enterprises to implement differentiation strategy and design product line, which is meaningful for operation managers to improve product design ideas, save costs and increase customer satisfaction.