1、1外文翻译原文TITLEPRODUCTDIFFERENTIATIONANDECONOMICPROGRESSMATERIALSOURCETHEQUARTERLYJOURNALOFAUSTRIANECONOMICS12AUTHORRANDALLGHOLCOMBEINNEOCLASSICALTHEORY,PRODUCTDIFFERENTIATIONPROVIDESCONSUMERSWITHAVARIETYOFDIFFERENTPRODUCTSWITHINAPARTICULARINDUSTRY,RATHERTHANAHOMOGENEOUSPRODUCTTHATCHARACTERIZESPURELYCO
2、MPETITIVEMARKETSINREALITY,FIRMSDONOTDIFFERENTIATETHEIRPRODUCTSTOMAKETHEMDIFFERENT,ORTOGIVECONSUMERSVARIETY,BUTTOMAKETHEMBETTER,SOCONSUMERSWOULDRATHERBUYTHATFIRMSPRODUCTRATHERTHANTHEPRODUCTOFACOMPETITORWHENPRODUCTDIFFERENTIATIONISSEENASASTRATEGYTOIMPROVEPRODUCTSRATHERTHANJUSTTOMAKETHEMDIFFERENT,PRODU
3、CTDIFFERENTIATIONEMERGESASTHEENGINEOFECONOMICPROGRESSINCONTRASTTOTHENEOCLASSICALFRAMEWORK,WHEREPRODUCTDIFFERENTIATIONIMPOSESACOSTONTHEECONOMYINEXCHANGEFORMOREPRODUCTVARIETY,INREALITYPRODUCTDIFFERENTIATIONLOWERSCOSTS,CREATESBETTERPRODUCTSFORCONSUMERS,ANDGENERATESECONOMICPROGRESSINTHENEOCLASSICALTHEOR
4、YOFTHEFIRM,PRODUCTDIFFERENTIATIONENHANCESCONSUMERWELFAREBYOFFERINGCONSUMERSGREATERVARIETY,BUTTHATBENEFITISOFFSETBYTHEHIGHERAVERAGECOSTOFPRODUCTIONFORMONOPOLISTICALLYCOMPETITIVEFIRMSINTHENEOCLASSICALFRAMEWORK,THEONLYBENEFITOFPRODUCTDIFFERENTIATIONISTHEGREATERVARIETYOFPRODUCTSAVAILABLE,BUTTHEREASONFIR
5、MSDIFFERENTIATETHEIRPRODUCTSISNOTJUSTTOMAKETHEMDIFFERENTFROMTHEPRODUCTSOFOTHERFIRMS,BUTTOMAKETHEMBETTERBYIMPROVINGPRODUCTQUALITYANDBRINGINGNEWPRODUCTSTOMARKET,PRODUCTDIFFERENTIATIONISTHEENGINEOFECONOMICPROGRESSTHEECONOMICSLITERATUREHASCLEARLYRECOGNIZEDTHEBENEFITSTHATPRODUCTDIFFERENTIATIONBRINGSWITHI
6、TINTHEFORMOFAGREATERVARIETYOFPRODUCTS,BUTHASNOTRECOGNIZEDTHEROLETHATTHEPROCESSOFPRODUCTDIFFERENTIATIONPLAYSINGENERATINGECONOMICPROGRESSTHENEOCLASSICALTHEORYOFTHEFIRMDIFFERENTIATESCOMPETITIVEFIRMSFROMMONOPOLIESANDCONSIDERSMANYVARIANTSINBETWEEN,BUTASSUMESTHATTHEMARKETSTRUCTUREISEXOGENOUS,EVENWHILEDEMO
7、NSTRATINGTHEADVANTAGESTOFIRMSOFHAVINGMARKETPOWERINCONTRASTTOTHISTHEORETICALWORLD,REALWORLDFIRMSCANTAKEACTIONSTOPRODUCEMARKETPOWERFOR2THEMSELVES,SOMARKETSTRUCTUREISNOTEXOGENOUSTHEMOSTEFFECTIVECOMPETITIVESTRATEGIESFORFIRMSCONSISTOFFINDINGWAYSTODIFFERENTIATETHEIRPRODUCTSANDOTHERWISEGIVETHEMSELVESSOMEDE
8、GREEOFMARKETPOWER,NOTMINIMIZINGTHECOSTOFPRODUCINGAHOMOGENEOUSPRODUCT,ASTHENEOCLASSICALCOMPETITIVEFRAMEWORKSUGGESTSTHISENTREPRENEURIALELEMENTOFTHECOMPETITIVEFIRMWHICHISNECESSARYFORTHEFIRMTOSURVIVEISMISSINGFROMTHENEOCLASSICALFRAMEWORK1THEPROFITMAXIMIZINGSRATEGYTHATNEOCLASSICALTHEORYDESCRIBESFORCOMPETI
9、TIVEFIRMSWILLNOTMAXIMIZEFIRMPROFITSINAREALWORLDCOMPETITIVEENVIRONMENTSEEKINGECONOMICPROFITSBYGAININGMARKETPOWERISTHEPROFITMAXIMIZINGCOMPETITIVESTRATEGYPRODUCTDIFFERENTIATIONREFERSTOTHEPRODUCTSFEATURES,PERFORMANCE,CONSISTENCY,DURABILITY,RELIABILITY,REPAIROF,STYLEANDDESIGNDIFFERENCESTHATISANENTERPRISE
10、OFPRODUCTS,QUALITY,PERFORMANCEWASSIGNIFICANTLYBETTERTHANSIMILARPRODUCTSMANUFACTURER,TOFORMOWNMARKETCOMPETITORSFORTHESAMEINDUSTRY,THEPRODUCTISBASICALLYTHESAMECOREVALUES,THEDIFFERENCEISINPERFORMANCEANDQUALITY,TOMEETTHEBASICNEEDSOFTHECUSTOMERSITUATION,TOPROVIDECUSTOMERSWITHUNIQUEPRODUCTDIFFERENTIATIONS
11、TRATEGYISTHEGOALTHISHASBEENRECOGNIZEDINMANAGERIALECONOMICSTEXTBOOKSATLEASTSINCEPORTER1980,BUTPRODUCTDIFFERENTIATIONASACOMPETITIVESTRATEGYHASNOTMIGRATEDINTOTHEMAINSTREAMOFNEOCLASSICALMICROECONOMICSMANAGERIALECONOMICSFOCUSESONPROFITMAXIMIZINGSTRATEGIESFORFIRMSRATHERTHANONIMPLICATIONSFORTHEECONOMYASAWH
12、OLEINMICROECONOMICTHEORYTEXTBOOKS,PURECOMPETITION,WHICHISTHEMARKETSTRUCTURETHATMAXIMIZESSOCIALWELFARE,RULESOUTPRODUCTDIFFERENTIATIONBYASSUMPTIONNEOCLASSICALECONOMICSRECOGNIZESTHEADVANTAGESOFPRODUCTVARIETYTHATPRODUCTDIFFERENTIATIONBRINGSWITHITBUTALSOARGUESTHATMARKETSWITHDIFFERENTIATEDPRODUCTSDONOTPRO
13、DUCEATMINIMUMAVERAGETOTALCOSTTHEREISATRADEOFFOFHIGHERCOSTFORMOREVARIETYBUTTHISLITERATURELOOKSATPRODUCTDIFFERENTIATIONINASTATICFRAMEWORK,IGNORINGALARGERADVANTAGEOFPRODUCTDIFFERENTIATIONITBRINGSWITHITIMPROVEMENTSINPRODUCTSTHATGENERATEECONOMICPROGRESSINTHEREALWORLD,PRODUCTDIFFERENTIATIONRESULTSININNOVA
14、TION,WHICHGENERATESECONOMICPROGRESSANDLEADSTOLOWERAVERAGECOSTS,NOTHIGHERONES,ASTHENEOCLASSICALMODELINDICATESWHILEITISTRUETHATTHEPRODUCTVARIETYGENERATEDBYPRODUCTDIFFERENTIATIONINCREASESWELFARE,THEECONOMICPROGRESSTHATRESULTSFROMPRODUCTDIFFERENTIATIONISMUCHMOREIMPORTANTTOSOCIALWELFARETHANTHEVARIETYTHAT
15、PRODUCTDIFFERENTIATIONPRODUCES23THEMAINPOINTOFTHISPAPER,ASITSTITLEINDICATES,ISTHATPRODUCTDIFFERENTIATIONISTHEENGINEOFECONOMICPROGRESSTHEPAPERBEGINSBYRECOGNIZING,ALONGWITHTHESTANDARDLITERATURE,THEBENEFITOFGREATERVARIETYTHATPRODUCTDIFFERENTIATIONBRINGSITTHENDEMONSTRATESTHATPRODUCTDIFFERENTIATIONISANES
16、SENTIALSTRATEGYFORFIRMSINCOMPETITIVEMARKETSTHEKEYARGUMENTISTHATPRODUCTDIFFERENTIATIONIMPROVESTHEQUALITYOFPRODUCTSOFFEREDTOCONSUMERS,LOWERSTHECOSTOFPRODUCTION,ANDGENERATESECONOMICPROGRESSPROFITMAXIMIZATIONANDMARKETSTRUCTUREINTHENEOCLASSICALFRAMEWORKINTHENEOCLASSICALTHEORYOFTHEFIRM,FIRMSARERUNBYMANAGE
17、RSWHOMAXIMIZEPROFITSBYFINDINGTHEOPTIMALCOMBINATIONOFINPUTSANDPRODUCINGTHEOPTIMALQUANTITYOFOUTPUTTHEFIRMSPRODUCTIONFUNCTIONISGIVENASQFK,L,ANDTHEFIRMSONLYTASKISCHOOSINGTHECORRECTQUANTITIESOFKANDLPINDYCKANDRUBINFELD2005,P265SAY,“TOMAXIMIZEPROFIT,THEFIRMSELECTSTHEOUTPUTFORWHICHTHEDIFFERENCEBETWEENREVENU
18、EANDCOSTISTHEGREATEST”AFTEREXPLAININGSHORTRUNPROFITMAXIMIZATIONINDETAIL,PINDYCKANDRUBINFELD2005,P282DISCUSSLONGRUNPROFITMAXIMIZATION,NOTINGTHAT“THELONGRUNOUTPUTOFAPROFITMAXIMIZINGCOMPETITIVEFIRMISTHEPOINTATWHICHLONGRUNMARGINALCOSTEQUALSTHEPRICE”3BESANKOANDBREAUTIGAM2005,P305ECHOPINDYCKANDRUBINFELD,S
19、AYING,“APRICETAKINGFIRMMAXIMIZESITSPROFITWHENITPRODUCESAQUANTITYQATWHICHTHEMARGINALCOSTEQUALSTHEMARKETPRICE”NOTETHATBESANKOANDBREAUTIGAMREFERTOTHEFIRMASAPRICETAKER,INCONTRASTTOPINDYCKANDRUBINFELDSCHARACTERIZATIONOFACOMPETITIVEFIRMPINDYCKANDRUBINFELDFURTHERNOTE2005,P283THAT“INCOMPETITIVEMARKETSECONOM
20、ICPROFITBECOMESZEROINTHELONGRUN”FURTHEREXPLAINING2005,P285,THEYSAY,RIGHTAWAY,ONESHOULDNOTICEAMAJORINCONSISTENCYINTHEWAYTHATTHESETEXTBOOKSOUTLINEPROFITMAXIMIZINGSTRATEGIESFORCOMPETITIVEANDMONOPOLISTICFIRMSWHYSHOULDAMANAGERBECONTENTTOEARNACOMPETITIVERATEOFRETURN,WHEN,IFTHEMANAGERCANFINDASTRATEGYTOGAIN
21、SOMEMONOPOLYPOWER,THEFIRMCANEARNAHIGHERRATEOFRETURNCONTRARYTOTHETEXTBOOKADVICE,THEPROFITMAXIMIZINGCOMPETITIVESTRATEGYISNOTTOMINIMIZEAVERAGETOTALCOSTANDBECONTENTWITHNORMALPROFITSINTHELONGRUN,BUTTOLOOKFORWAYSTOGAINMONOPOLYPOWER,BECAUSETHOSESAMETEXTBOOKSSAYTHATMONOPOLISTSCANEARNPOSITIVEECONOMICPROFITST
22、HEONLYWAYTHISADVICETOTHOSEWHORUNCOMPETITIVEFIRMSCOULDBECORRECTISIFMARKETSTRUCTUREISEXOGENOUS,ANDFIRMSIN4COMPETITIVEINDUSTRIESHAVENOWAYTOGAINANYMONOPOLYPOWERBUT,ASEXPLAINEDINMOREDETAILBELOW,THISISNOTTHECASECOMPETITIVEFIRMSCANGAINSOMEMONOPOLYPOWERBYDIFFERENTIATINGTHEIRPRODUCTSTHISNEOCLASSICALTHEORYOFP
23、ROFITMAXIMIZATIONASSUMESTHATTHEFIRMISGIVENAPRODUCTIONFUNCTIONINWHICHTHENATUREOFINPUTSANDOUTPUTARENOTUNDERTHECONTROLOFTHEPEOPLEWHORUNTHEFIRMTHEFIRMISNOTEVENABLETOALTERANYASPECTSOFTHEPRODUCTIONPROCESS,WHICHISGIVENBYTHEPARAMETERSOFTHEPRODUCTIONFUNCTIONALLTHEFIRMCANDO,GIVENITSPRODUCTIONFUNCTION,THEINPUT
24、SITWILLUSE,ANDTHEOUTPUTITWILLPRODUCE,ISCHOOSETHEQUANTITIESOFINPUTSTHATWILLMAXIMIZEPROFITTHEADVANTAGECONVEYEDBYPRODUCTDIFFERENTIATIONTHENEOCLASSICALMODELNOTWITHSTANDING,NOCOMPETITIVEADVANTAGEISCONVEYEDMERELYBYDIFFERENTIATINGONESPRODUCTINTHENEOCLASSICALEQUILIBRIUMFORMONOPOLISTICALLYCOMPETITIVEFIRMS,EA
25、CHFIRMJUSTEARNSANORMALECONOMICPROFIT,WHICHISTHESAMEPROFITCOMPETITORSEARN,SOTHEREISNOAPPARENTPAYOFFINPROFITSFROMFIRMSDIFFERENTIATINGTHEIRPRODUCTSINFACT,UNDERTAKINGANYEXPENSETODIFFERENTIATEONESPRODUCTPUTSTHEFIRMATACOMPETITIVEDISADVANTAGE,BECAUSE,AFTERTHEEXPENSEOFPRODUCTDIFFERENTIATION,PRODUCTAISNOMORE
26、DIFFERENTIATEDFROMBTHANBISFROMATHUS,ALLFIRMSSHAREINANYBENEFITSFROMTHEPRODUCTDIFFERENTIATIONOFOTHERFIRMS,ANDITWOULDSEEMFOOLISHFORONEFIRMTOINCURTHOSECOSTSINTHENEOCLASSICALFRAMEWORK,ALLPRODUCTDIFFERENTIATIONDOESISGIVECONSUMERSMORECHOICES,BUTNOONEFIRMHASANYINCENTIVETORAISEITSCOSTSABOVETHOSEOFITSCOMPETIT
27、ORSTOCONVEYTHISBENEFITTOCONSUMERSPERHAPSAMARKETWITHDIFFERENTIATEDPRODUCTSMIGHTBELARGERINTOTALTHANONEWITHHOMOGENEOUSPRODUCTSIFTHEMARKETOFFERSAVARIETYOFSOFTDRINKS,THETOTALQUANTITYOFSOFTDRINKSSOLDINTHEMARKETMAYBELARGERTHANIFONLYONETYPEWEREAVAILABLENONETHELESS,INTHENEOCLASICALFRAMEWORK,FIRMSINCOMPETITIV
28、EANDMONOPOLISTICALLYCOMPETITIVEFIRMSSTILLONLYEARNNORMALPROFITSINTHELONGRUN,GIVINGNOINDIVIDUALFIRMANINCENTIVETOUNDERTAKETHECOSTOFDESIGNINGADIFFERENTIATEDPRODUCTINFACT,THEREASONFIRMSDIFFERENTIATETHEIRPRODUCTSISNOTTOMAKETHEMDIFFERENT,ITISTOMAKETHEMBETTERWHAT“BETTER”MEANSINTHISCONTEXTISTHATCONSUMERSWILL
29、BEWILLINGTOPAYENOUGHMOREFORTHEDIFFERENTIATEDPRODUCTTOMORETHANCOMPENSATETHEFIRMFORITSEXPENSESTODIFFERENTIATETHEPRODUCTBECAUSEIT5COSTSSOMETHINGTOCHANGETHECHARACTERISTICSOFAPRODUCT,THEPRODUCTMUSTCONVEYAGREATERUTILITYTOTHEPURCHASERTOMAKETHEPRODUCTDIFFERENTIATIONWORTHWHILEOFCOURSE,THEEXPENSEMIGHTBEUNDERT
30、AKENTOLOWERPRODUCTIONCOSTS,MAKINGTHEPRODUCTLESSEXPENSIVEFORCONSUMERSWHILEPROVIDINGGREATERPROFITTOTHEPRODUCEROVERTIMELITTLECHANGESINPRODUCTSCREATEMAJORIMPROVEMENTS,ANDOLDPRODUCTCHARACTERISTICSFALLBYTHEWAYSIDE,REPLACEDBYNEWANDIMPROVEDPRODUCTS,GENERATINGECONOMICPROGRESSTHISISTHE“CREATIVEDESTRUCTION”THA
31、TSCHUMPETER1943,P81ARGUEDISAFUNDAMENTALCHARACTERISTICOFMARKETSANDCOMPETITIONPRODUCTDIFFERENTIATIONDOESNOTGIVEFIRMSANYADVANTAGEJUSTBECAUSETHEYHAVEMADETHEIRPRODUCTSDIFFERENTEVENINTHENEOCLASSICALMODEL,THISJUSTGENERATESTHESAMENORMALPROFITSTHATCHARACTERIZEFIRMSPRODUCINGHOMOGENEOUSPRODUCTSINCOMPETITIVEMAR
32、KETSRATHER,THECOMPETITIVEADVANTAGETOPRODUCTDIFFERENTIATIONCOMESFROMMAKINGAPRODUCTTHATPURCHASERSWANTMORETHANTHEPRODUCTSOFCOMPETITORS,ANDBYIMPROVINGTHEIRPRODUCTSTOTRYTOGAINACOMPETITIVEADVANTAGE,PRODUCTDIFFERENTIATIONISTHEMECHANISMBYWHICHFIRMSGENERATEECONOMICPROGRESSTHEBEHAVIORTHATTHENEOCLASSICALTHEORY
33、OFTHEFIRMDESCRIBESASPROFITMAXIMIZINGWILLNOT,INFACT,MAXIMIZEPROFITSTHEPROFITMAXIMIZINGSTRATEGYOFCOMPETITIVEFIRMSISTODIFFERENTIATETHEIRPRODUCTSTOALLOWTHEMTOPRICEABOVEAVERAGETOTALCOSTTHENEOCLASSICALTHEORYOFPURECOMPETITIONMAKESTHEASSUMPTIONTHATFIRMSINTHEINDUSTRYPRODUCEHOMOGENEOUSPRODUCTSSOTHATTHEOUTPUTO
34、FALLTHEINDIVIDUALFIRMSCANBEADDEDUPTOGETTHETOTALINDUSTRYSOUTPUTBUTONEMUSTRECOGNIZETHATTHEHOMOGENEOUSPRODUCTSTHATCHARACTERIZECOMPETITIVEFIRMSINTHISFRAMEWORKISANASSUMPTIONTHATISMADETOALLOWAGGREGATIONWITHINTHEMODEL,ITISNOTACONCLUSIONABOUTCOMPETITIVEBEHAVIORTOEMPHASIZE,THENEOCLASSICALMODELASSUMESTHATCOMP
35、ETITIVEFIRMSARECHARACTERIZEDBYHOMOGENEOUSPRODUCTS,ITDOESNOTCONCLUDETHATCOMPETITIONRESULTSINFIRMSPRODUCINGHOMOGENEOUSPRODUCTSBRANDARCHITECTUREISNOTPROPERLYHANDLED,BUTALSOLOSSOFGATEFIRE,ADVERSEIMPACTSTOFISHINEARLY1999,NIKETENTATIVELAUNCHEDASERIESOF100400LOWCOSTSPORTSCLOTHINGANDFOOTWEARMARKETSTRATEGY,N
36、IKEISNOSENSETHISMOVENOTONLYTOEXPANDTHETARGETCONSUMERGROUP,BUTALSOTHELOSSOFTHEIRRISKOFHIGHLEVELCONSUMERSMANYVENDORSRISKOFDISCONTENTANDFIERCEANTIFEEDTHATISTHEPURSUITOFTHECHINESEPEOPLEWEARNIKEHIGHPRICEDFASHION,THEINTRODUCTIONOFLOWCOSTGOODS,CHINASCONSUMPTIONWILLCONSIDERTHATTHEIROWNBRANDOFDENIALIDENTIFIE
37、DIN6ORDERTOASTOTHEREFUSALTOBUYINFACT,PRODUCTDIFFERENTIATIONISANIMPORTANTCOMPETITIVESTRATEGYASTRATEGYTHATFIRMSUSETOGAINACOMPETITIVEADVANTAGEOVERTHEIRRIVALSPRODUCTDIFFERENTIATIONMAKESMARKETSMORECOMPETITIVE,NOTLESSCOMPETITIVE,ASTHENEOCLASSICALMODELIMPLIESINANINDUSTRYWITHHOMOGENEOUSPRODUCTS,ALLFIRMSMUST
38、DOTOREMAIN“COMPETITIVE”ISMINIMIZETHEIRCOSTS,MUCHASTHENEOCLASSICALMODELDESCRIBESHOWEVER,IFONEOFTHECOMPETITORSDIFFERENTIATESITSPRODUCTTOMAKEITMOREDESIRABLETOCONSUMERS,OTHERFIRMSWILLLOSECUSTOMERS,REVENUE,ANDPROFITSUNTILTHEYCANCATCHUPEVENIFTHEYDOCATCHUP,THEYWILLONCEAGAINONLYBEEARNINGNORMALPROFITSTHISISN
39、OTASTRATEGYFORLONGTERMSUCCESSSUCHAFIRMWILLEITHERBEEARNINGNORMALPROFITS,WHENCAUGHTUP,ORLESSTHANTHATIFTRYINGTOCATCHUP,SOWILLALWAYSLAGBEHINDITSRIVALSANDMAYNOTBEABLETOREMAININBUSINESSINTHEREALWORLDOFCOMPETITION,ACOMPETITIVEFIRMWILLALWAYSBELOOKINGFORWAYSTOMAKEITSOUTPUTMOREDESIRABLETHANTHEOUTPUTOFOTHERFIR
40、MS,DIFFERENTIATINGITSPRODUCTTOSTAYAHEADOFITSCOMPETITORSANDEARNPROFITSTHROUGHPRODUCTDIFFERENTIATIONFIRMSATTEMPTTOINCREASETHEIRMARKETSHARES,ANDTRYTOCREATEANENVIRONMENTINWHICHTHEYCANSETTHEIRPRICESABOVEAVERAGETOTALCOSTTOEARNECONOMICPROFITSTOTHEEXTENTTHATTHEYARESUCCESSFUL,THEIRCOMPETITORSWILLLOSECUSTOMER
41、S,ANDALONGWITHTHEM,PROFITSUNLIKETHENEOCLASSICALMODEL,WHEREFIRMSPRODUCEHOMOGENEOUSPRODUCTSBYASSUMPTION,ACTUALMARKETCOMPETITIONISCHARACTERIZEDBYFIRMSALWAYSLOOKINGFORWAYSTODIFFERENTIATETHEIRPRODUCTSTOMAKETHEMMOREDESIRABLETOTHEIRCUSTOMERSTHISPRODUCTDIFFERENTIATIONLEADSTOINNOVATIONINTHEMARKET,ANDTHISINNO
42、VATIONPRODUCESTHECREATIVEDESTRUCTIONDESCRIBEDBYSCHUMPETERINREALWORLDCOMPETITIVEMARKETS,FIRMSTHATDONOTINNOVATEWILLCONTINUETOFALLFURTHERBEHINDTHEIRCOMPETITION,UNTILWHATONCEWEREPROFITABLEBUSINESSESEVENTUALLYBECOMEUNVIABLEBECAUSEMARKETSARECONTINUALLYEVOLVINGASINNOVATORSFINDWAYSTOPRODUCEPRODUCTSTHATAREMO
43、REAPPEALINGTOCONSUMERS,ACOMPETITIVEFIRMTHATSIMPLYFOLLOWSTHENEOCLASSICALPROFITMAXIMIZATIONSTRATEGYWILLEVENTUALLYFAIL,BEINGPUTOUTOFBUSINESSBYCOMPETITORSTHATDIFFERENTIATETHEIRPRODUCTSANDFINDOTHERWAYSOFINCREASINGPROFITSINNOVATIONNOTCOSTMINIMIZATIONISTHEOPTIMALSTRATEGYFORPROFITMAXIMIZATIONWHENONEREALIZES
44、THATMARKETSTRUCTUREISNOTEXOGENOUS,ITBECOMESCLEARTHATPROFITMAXIMIZATIONINCOMPETITIVEMARKETSDOESNOTCONSISTOFMINIMIZINGCOSTS,BUTRATHEROFPURSUINGSTRATEGIESTHATWILLGAINCOMPETITIVEFIRMS7SOMEMONOPOLYPOWERANDTOMEETCONSUMERDEMANDTHEPROFITMAXIMIZINGSTRATEGYINTHENEOCLASSICAL,COMPETITIVEMODELWORKSONLYBECAUSEOFT
45、HEASSUMPTIONOFHOMOGENEOUSPRODUCTSBUTTHATASSUMPTIONISNOTDESCRIPTIVEOFREALWORLDCOMPETITIVEMARKETSINWHICHPRODUCTDIFFERENTIATIONISANIMPORTANTCOMPETITIVESTRATEGY译文标题产品差异化与企业发展资料来源奥地利经济学季刊12期作者兰德尔湾霍尔科姆提供给消费者一个与其他具有同种功能的产品已经慢慢的落后于市场的需求，目前最受市场欢迎的就是一个具有差异化的产品。产品的差异化能够吸引更多的消费者，这会让在顾客在消费满足的情况下，企业也随之获益。在理论之外的现实
46、企业中，如果企业还在遵循老套的产品策略，那么那就是向竞争对手妥协的一种方式，因为这会促使消费者去选择向竞争者购买他们心仪的产品，而不是每个人都拿着同样的东西。当产品差异被视为一项战略时，一项有效果的差异化战略就是企业进步的发动机。新古典主义理论的坚定认为，产品差异可以为消费者提供更多的福利但还有的好处是可以打破一些具有垄断性质的企业所形成的市场优势。在新古典主义框架内，产品的差异化不仅有利于促进产品的创新，更重要的是还可以使企业因此变得更为强大，产品质量变得更为优秀。通过产品的创新，培养新的市场，这已经已经成为了经济快速发展的发动机。一些学者在文献中已清楚地表达并描述了产品的差异化所能带来的好
47、处。卡尔描述过“目前社会中的企业能够采取行动进行产品创新来维护自己的市场，因此市场结构不是外生的时可以对竞争进行抵御的”。而最有效的应对企业竞争的战略则包括设法去将自己的产品与市场中的一般产品进行区别开。那么我们看一下什么是产品差异化策略，产品差异化指产品的特征、工作性能、一致性、耐用性、可靠性、易修理性、式样和设计等方面的差异。也就是说某一企业生产的产品，在质量、性能上明显优于同类产品的的生产厂家，从而形成独自的市场。对于同一行业的竞争对手来说，产品的核心价值是基本相同的，所不同的是在性能和质量上，在满足顾客基本需要的情况下，为顾客提供独特的产品是差异化战略追求的目标。差异化策略还可以使企业
48、达到利润最大化的效果。波特（1980年）对此坦言，产品差异化作为竞争策略能最大限度地提高企业的盈利战略和促进企业的长足发展。8进行产品差异化策略的结果往往是在取得更多市场的基础上，促进公司的财务收入的增加，并会降低平均成本。但是一些古典学派认为进行产品差异化会给企业带来较大的压力，这样反倒会增加企业的运营成本。但他们却没有考虑到成功的产品差异化为公司所带来的利益要远比同质化严重的产品产生的利润要多得多。所以关键的论点是，提高了产品的差异，满足消费者的需求这样的战略方式不但不会增加运营成本反而在整体上减轻企业的负担。当然差异化的策略也会导致部分产品较高的价格，这对消费者来说意味着购买成本提高了，
49、但是这种差异去更好地满足了消费者的需要。这种现象的出现对企业来说是一种提示，因为它们可以发现人们愿意为具有与众不同特性的产品付出更多的金钱，那么对企业来说就会获得更多的利润。那么为什么消费者愿意为这种差异性提供消费呢消费者可能会认为现任公司出售的产品要优于竞争对手所提供的。在此基础上，促使了消费者徐泽自己公司的产品。例如，雷朋太阳镜在消费者眼中，是一种舒适奢华的体现，那么这种定位使一些潜在的竞争对手的已经无法和其在价格上等展开竞争，即使它的竞争者具有同样的生产技术。但是这种已经深入消费者心中的主观意识就可以将其竞争者的产品从目标客户群体心中排除出去。差异化战略所具有的优势1、即使是没有任何竞争优势的企业在制定并成功施行差异化策略以后都能够从市场的垄断者那里分的一部分市场，获得更高的利润。这是可以带给自己获得明显高于原先竞争对手利润的一种方案。事实上，进行这种差异化的策略还有一个月用处是可以影响竞争对手的节奏。甚至会影响对方进行的一些产品差异化战略以失败结束。而提高自己的竞争力。2、产品的差异化能够带来更大的市场。例如市场上只有VARIETYOF这种饮料，在市场上开发销售另外一种口味的饮料BELARGER就会占领并不喜欢VARIETYOF的消费群体。同样的道理对即使是VARIETYOF饮料的粉丝的话面对一种新的产品，也会产生消费的可能。3、企业进行差异化策略可以促进
