SIMULATION ON THE COMPLEMENTARY PRODUCT STRATEGY BASED ON THE COURNOT-BERTRAND MIXED GAME MODEL

摘要

In this article, we report the results of a study that explores an output-pricing game model in a complex system which comprises two main manufacturers and two complementary product enterprises. First, optimization method is used to study the influence of parameters on the optimal decisions of the model. Second, a dynamic game model and a controlled model are established in order to analyse the system's dynamic characteristics in disequilibrium state by dynamic simulation. The simulation results show that the increase of product substitutability will be unfavourable to all members of the complex system, enterprises should control the product's complementarity thus can they obtain maximum profit respectively. In addition, enterprises in the system can reach Nash Equilibrium, but complementary enterprises are lack of cooperation enthusiasm with the increase of substitutability of main product. The complex characteristics of the model with the change of parameters is exhibited by dynamic simulation, and the stability of variables will change when the parameters taking different values. The results can provide references for managers in variable adjustment, choice of complementary product strategy and product design, etc.