关键词: 双寡头竞争, 外观质量, 性能质量, 玩具厂商

Abstract: To explore the problem of toy manufacturers decision-making of product quality competition with consumers different preferences for the appearance and functionality quality of toy products,a duopoly competitive game model consisting of a large toy manufacturer and a small toy manufacturer was established.The duopoly toy manufacturers equilibrium appearance and functionality quality,price and profit were analyzed,and the influences of consumers appearance preferences coefficient and quality R&D cost coefficient on the equilibrium results were discussed respectively.The main results showed that consumers preference for appearance quality attributes of toy products would have an adverse effect on the large manufacturer while the small manufacturer benefit from it.The effect of quality R&D cost coefficient on the decision-making of appearance and functionality quality level of the large and small toy manufacturers were very different.For the small manufacturer,the effect depended on the size of the market,and the increase in quality R&D cost coefficient did not necessarily reduce the profit of toy manufacturers.

Key words: duopoly competition, appearance quality, functionality quality, toy manufacturer