新产品预告中的反垄断问题

在传统的营销学研究中，预告往往被当作一种营销手段，配合新产品的推出和市场推广。随着信息技术的飞速发展，新产品预告作为信号传递方式，逐渐成为企业遏制市场进入或鼓励合作的一种竞争策略。通过梳理博弈论框架下把新产品预告作为竞争策略的相关研究，着重介绍“雾件”竞争的福利效应及其对反垄断的意义与启示。

New product preannouncements and antitrust analysis

In traditional marketing research, new product preannouncements were usually used as a marketing tool, with the introduction of new products and market penetration. With the rapid development of information technology, new product preannouncements as market signaling gradually became a kind of competitive strategies to deter entry or encourage cooperation. This paper introduced some researches which were in the game theory framework treating the new product preannouncements as a competitive strategy. Subsequently, it was the analysis of the anti-competitiveness of vaporware that was a kind of deliberate false signal used by firms as a rival strategy. Then conclusions and implications were drawn.