竞争情况下零售商的产品组合决策研究.

This paper studies the two retailers horizontally differentiated products assortment problem under market competition. We adopt multinominal logit (MNL) model to characterize the consumers' choice behavior and establish the basic model to obtain the optimal assortment decision under the market independent circumstance. Then we classify the competitive circumstance into four kinds of scenarios. In each of these scenarios, we study whether retailers enter the market sequentially affects the final results, and compare the results of independent and competitive circumstances. The conclusion shows that the degree of product variety in the competitive circumstance is no less than that of the independent circumstance. Some products which have two retailers' profit space is a necessary condition for retailers to choose common products. Some products which are not in the optimal assortment decision under the market independent circumstance could be profitable is a necessary condition for the competitive circumstance has more product variety. When retailers enter the market sequentially, information asymmetry does not affect the result. [ABSTRACT FROM AUTHOR]