후속시장의 경쟁 정도가 가격 전략에 미치는 영향 분석

Abstract

This study analyzes how optimal pricing strategies are affected by the degree of competition in the aftermarket. To this end, we first model the main market as an uncovered market, while the aftermarket as a covered market to enhance reality. Next, based on the game-theoretic model, we derive and analyze not only the optimal price but the optimal pricing method itself through the super game. As a result of analyzing the super game, it was found that the degree of competition in the aftermarket has a relatively greater effect on the optimal pricing method than that of the main market. Specifically, when the degree of competition in the aftermarket is very high due to low differentiation between aftermarket products, it was shown that determining the price of the main product in an independent way without considering the aftermarket is more beneficial to profit. On the other hand, when the degree of competition in the aftermarket is not very high, it was shown that determining the price of the main product in an integrated way that maximizes the sum of the profits of the both main market and the aftermarket is more beneficial to profit.