Study On Competitive Strategies Of Service Products Differentiation Under Mobile Commerce

Under mobile commerce,personalized mobile handheld terminal and development of wireless internet technology make consumers and firms possible to obtain information any time and any where.One hand,it makes consumers obtain more choice and convenience to purchase services products,and demand firms provide more characteristic ones.On the other hand,it makes firms to realize differentiation producing and marketing by obtaining easier information of competitors and consumers preference.Service productions differentiation is an important method for firms to form market power and obtain nonprice competitive advantage which embodys core competitiveness of firm to some degree under mobile commerce.Study on competitive strategies of service products differentiation under mobile commerce has important meaning both in theory and practice.The paper is mainly to study how mobile operators representing mobile commerce firms to choose time of entering market and competitive strategies of service products differentiation.Employing game theory as main tool and using methods of industrial economic and information economic,decision-making of service products differentiation are studied mainly in such effects factors as different market coverage,network externality, location space and uncertain consumer preference,etc.Different game models are set up to offer decision basis on differentiation competition of service products.Concretely,the main works are as follows:(1) Strategies models of vertical differentiation of service products with network extemality are set up by introducing game theory and different market caverage,and results are decision basis of vertical differentiation strategies of service products.Firstly,by introducing dynamic game,dynamic game models of service products with network extenality are set up and problem of them entering market time is solved.According to comparing equilibrium results of different game,high-quality service products obtains market advantage(i.e.more market profit) and strategies of its entering market firstly is optimum to two service products.Secondly,considering of quadratic cost function of quality,Bertrand price game models of service products with network externality and vertical differentiation are set up under different market coverage According to numeral simulation,optimum strategies of high quality service product should be expend its market share quickly,and that of low quality service product should be improve its product quality.(2) Strategies models of horizontal differentiation of service product with asymmetric network externality are set up by using game theory,and results are decision basis of horizontal differentiation strategies of service products.Firstly,by introducing dynamic game and relaxing limation of location space of service products,dynamic game models of horizontal differentiation of service product with asymmetric network externality and marginal costs are set up,choice problem of maxmum degree on horizontal differentiation is solved.Deficiencies of s limation location space are made up.According to study results,dynamic game expendes differentiation degree,and market leader and follower obtain respectively market advantage under location space of limitation or not.Secondly,by establishing horizontal differentiation models of service product with vertical differentiation,effects of asymmetric network externality,compatibility and switching costs on differentiation competitive strategies are studied.According to study results,service products with market advantage prefers incompatibility,increasing switching costs and exterending vertical differentiation,and service products' price advantage increases with themselves network externality coefficient,compatibility,switching costs increasing,(3) Differentiation strategies models of service products under uncertain consumer preference are set up by introducing dynamic game and uncertain consumer preference,and results are decision basis of differentiation strategies of service products.By introducing dynamic game,dynamic game models of service products with vertical or horizontal differentiation are set up respectively,and decision problem of differentiation is solved under uncertain consumer preference.According to study results,uncertain consumer preference is market power and has different effect on competitive strategies of vertical or horizontal differentiation,and expection profit of service product under dynamic game is greater than that of under static game when consumer preference is uncertain.