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基于顾客对服务的连续偏好,研究多家企业服务竞争中顾客的选择行为,刻画其规律并估计服务的最终市场份额。假设不同偏好的顾客基于效用最大化原则选择可相互替代的竞争服务,并使用变分不等式和顾客选择理论来描述顾客对服务的选择行为,证明存在唯一均衡市场份额,并通过引入平均市场份额的概念,给出简化的扩展Frank和Wolf算法计算具体的市场份额。结果说明竞争服务商在估计服务市场份额时,应将消费者对服务的偏好分布纳入考虑。
Based on the continuous preferences of customers for services, this paper studies the behavior of customers in the service competition of many enterprises, characterizes the rules and estimates the final market share of services. Suppose different preference customers choose competing services that can substitute each other based on the principle of utility maximization, and use variational inequality and customer choice theory to describe customer’s choice behavior of service, and prove that there exists a unique equilibrium market share, and by introducing the average market share Concept, giving a simplified extension of the Frank and Wolf algorithms to calculate specific market shares. The result shows that when competing service providers estimate the service market share, consumer preference distribution of service should be taken into account.