针对现有文献的缺陷,在给定生产能力的条件下,建立一个进入者决策的两阶段模型:第一阶段进入者进行柔性进入决策;第二阶段与在位者进行价格竞争.应用实物期权方法研究进入者的进入决策,给出柔性条件下的进入决策规则.结果表明,较高(低)的进入投资成本、风险较大(小)的市场和较高(低)的在位者生产能力将使得进入者推迟(提前)进入. Aiming at the shortcomings of the existing literature, a two-stage model of entrant decision-making is established under the given production capacity: the first stage entrants enter the market flexibly and the second stage compete with the entrants for price competition. The method is used to study the entrant’s entry decision-making and the entry decision rules under flexible conditions. The results show that the higher (lower) entry investment cost, the higher risk (lower) market and the higher Ability will enable entrants to postpone (advance) entry.