摘要
本文以广州地区麦当劳和肯德基为例,基于扩展后的霍特林模型,研究行业中最优的产品差异化策略。研究发现,在现实的多维产品属性空间里,最优策略是适度差异化。产品的从属属性保持差异最小化而主导属性保持差异最大化。研究结果对于中国行业中的产品产异化提供了理论和现实的指导。
In this paper, the data of McDonald＇ s and KFC in Guangzhou are used, based on the extended Hotelling model, to research the best horizontal product differentiation strategy. It is found that the optimal strategy is moderately differentiated in the real multi-characteristics space：the dominated one is trying to be maximum while the dependent charac- teristics of product differentiation are keeping minimum. The result can provide the theoretical and practical guidance to China＇ s horizontal product differentiation.
出处
《经济与管理研究》
CSSCI
北大核心
2015年第3期112-119,共8页
Research on Economics and Management
