The Study of Product Differentiated Strategy of Vertical-Integrated Firms in Asymmetric Vertical-Integrated Model

• Main Authors: Wu Ai Hua, 吳艾樺
• Other Authors: Hsieh Teng Lung
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/96868614688564107138

碩士 === 東海大學 === 國際經營與貿易學系 === 103 === This study attempts to establish an economics mathematics model of asymmetric vertical-integrated model to discuss product differentiated strategy of vertical-integrated firms and process innovation strategy of non-vertical-integrated firms. Discuss how market expansion and consumer preferences change affect the firms. We extend the model of Buehler & Schmutzler(2008) and Garella & Lambertini (2012). The main results of the study are follows： (1) The production of vertical-integrated firms will more than non-vertical-integrated firms.(2) When market expansion, both firms will increase the production. And amount of production of vertical-integrated firms will more than non-vertical-integrated firms. (3)When consumers' preferences for differentiated products increase, firms will product more differentiated product and produce less non-hedonic product.(4)When both market expansion and consumers' preferences for differentiated products increase, it beneficial to the firm adopt product differentiated strategy ,and the firm will devote more effort to product differentiation. And it unfavorable to the firm adopt process innovation (profits decrease) ,and the firm will reduce the process innovation.