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1、Competitivedynamics市场竞争和对策管理经济学1Shrimpgame捕虾游戏Threefirms(A,BandC)inanisland:eachincursacostof$5perpoundofshrimp,andeachcancatchatmost75poundsperday共有三家捕虾公司,每家公司每天最多能捕75磅虾,捕每磅虾的成本为$5Thepriceoftheshrimp:P=45-0.2(A+B+C)市场能承受的价格(P)取决于总供应量(A+B+C)管理经济学2Strategic
2、Situations需要策略性思考的情景partiesactivelyconsidertheinteractionswithoneanotherinmakingdecisions一方做决策时会主动将另一方的反应纳入考虑gametheory–asetofideasandprinciplestoguidestrategicthinking博弈论—指导策略性思考的一套理念和原理equilibriumconcepts均衡的概念representativegames典型的博弈管理经济学3JohnNash美丽心灵管理经
3、济学4NashEquilibrium纳什均衡GiventhattheotherplayerschoosetheirNashequilibriumstrategies,eachpartyprefersitsownNashequilibriumstrategy每一方在其他的对手选择他们的纳什均衡策略时,也会选择自己的纳什均衡策略Optimality优化Stability稳定管理经济学5CompetitiveDilemma竞争的两难Pepsi百事可乐Raiseprice提价Discount打折Coke可口可乐Ra
4、iseprice提价C:3,P:3C:0,P:5Discount打折C:5,P:0C:1,P:1管理经济学6Howtoavoidcompetition?如何降低竞争程度？Collusionamongfirmsthatproducesimilarproducts共谋Productdifferentiationandmarketsegmentation产品差异化和市场细分管理经济学7CurrentGainv.FutureLoss眼前利益对长远利益Onlyinanongoingrelationshipisther
5、eanabilitytopunish,andthusasticktomotivate.唯有在持续的关系中，才能保持惩罚的能力；惩罚能力反过来会维持良好的合作关系Problemwithfiniteperiodsoffuturetransactions未来交易期限的问题管理经济学8NewWorldChallengesOld新世界生产商挑战旧世界生产商GlobalWineWars全球葡萄酒大战CaseStudy案例管理经济学9Introduction简介Twodifferentwine-makingpractic
6、esarecompetingforthe$90billionglobalwinemarket.Oldworldwineproducers(i.e.France,Italy,Germany):对旧世界生产商而言,酿酒是一门艺术It’sanart,notascience.We’recreatingproductsthatarecrafted,justasanartistorachefwouldcreate.NewWorldwinemakers(i.e.Australia,U.S.,Chile):新世界生产商注重
7、创新,采用科学酿酒方法Webringatotalcommitmenttoinnovation….fromwinetopalate.管理经济学10Differentpractices—Production生产Australian,American,andChileanwinemakersworkinsteady,hotweathersthatproduceregularharvestsandconsistentwines/freetoplant/controlleddripirrigation/mechani
8、calharvest/harvestintheevening/addingoakchipstowinethatisfermentinginsteelbarrels低成本，高稳产量BordeauxandBurgundyproducersmustdealwithunpredictableweather/terroir:mysticalcombinationofsoil,aspect,microclimate,rain
