Bai giang 14

Ly thuyet tro chi va Chien lc canh tranh

Slide 1

Cac quyet nh tro chi va chien lc

Tro chi khong hp tac so vi tro chi hp tac Tro chi hp tac Nhng ngi chi am phan cac hp ong rang buoc cho phep hoach nh cac chien lc chung V du: ngi mua va ngi ban am phan gia mot san pham hay dch vu hay mot lien doanh gia hai cong ty (nh Microsoft va Apple) Hp ong rang buoc la kha thi Tro chi khong hp tac am phan va thi hanh mot hp ong rang buoc la khong kha thi V du: Hai cong ty canh tranh cong ty nay gia nh hanh vi cua cong ty kia - quyet nh mot cach oc lap chien lc nh gia va quang cao e chiem th phan Hp ong rang buoc la khong kha thi

Slide 2

Cac chien lc thong tr

Cac chien lc thong tr La chien lc toi u bat ke hanh ong cua oi thu la g. V du A& B ban san pham canh tranh Ho ang quyet nh co nen thc hien chien dch quang cao hay khong
Slide 3

Ma tran ket qua cua tro chi quang cao

Quan sat
A: khong tnh en B, quang cao la tot nhat B: khong tnh en A, quang cao la tot nhat
Quang cao Quang cao
Cong ty A

Cong ty B

Khong quang cao

10, 5

15, 0

Khong quang cao

6, 8

10, 2

Slide 4

Ma tran ket qua cua tro chi quang cao

Quan sat
Chien lc thong tr cho A & B la quang cao Khong quan tam ve ngi chi kia Can bang trong chien lc thong tr
Slide 5
Cong ty B

Quang cao Quang cao

Cong ty A

Khong quang cao

10, 5

15, 0

Khong quang cao

6, 8

10, 2

Chien lc thong tr
Tro chi khong co chien lc thong tr
Quyet nh toi u cua ngi chi khong co chien lc thong tr se phu thuoc vao hanh ong cua ngi chi kia.

Slide 6

Tro chi quang cao sa oi

Quan sat
A: Khong co chien lc thong tr; phu thuoc vao hanh ong cua B B: Quang cao
Quang cao Quang cao
Cong ty A Cong ty B

Khong quang cao

10, 5

15, 0

Cau hoi
A nen lam g? (Gi y: xem xet quyet nh cua B)

Khong quang cao

6, 8

20, 2

Slide 7

Xem lai Can bang Nash

Chien lc thong tr
Toi ang lam ieu tot nhat co the c bat ke hanh ong cua anh. Anh ang lam ieu tot nhat co the c bat ke hanh ong cua toi.

Can bang Nash

Toi ang lam ieu tot nhat co the c da tren hanh ong cua anh Anh ang lam ieu tot nhat co the c da tren hanh ong cua toi.
Slide 8

Xem lai Can bang Nash

Van e la chon san pham Van e la chon san pham

V du ve can bang Nash

Hai cong ty san xuat thc an t bot ngu coc Th trng cho mot nha san xuat thc an gion Th trng cho mot nha san xuat thc an ngot Moi cong ty ch co nguon lc gii thieu mot loai thc an t bot ngu coc Khong hp tac
Slide 9

Van e la chon san pham

Van e
Lieu co can bang Nash khong? Neu khong, tai sao? Neu co, lam sao co the at c?
Gion Gion
Cong ty 1 Cong ty 2

Ngot 10, 10

-5, -5

Ngot

10, 10

-5, -5

Slide 10

Tro chi v tr bai bien

Tnh huong
Hai ben canh tranh, Y va C, ban nc giai khat Bai bien dai 200 yards Ngi tam nang dan eu doc theo bai bien Gia Y = Gia C Khach hang se mua cua ngi ban gan nhat
Slide 11

Tro chi v tr bai bien

ai dng
C 0 B Bai bien A 200 yards

Cac ben canh tranh se nh v au (tc, au la can bang Nash) ?

Slide 12

Xem lai can bang Nash

Cac chien lc toi a toi thieu
Tnh huong Hai cong ty canh tranh nhau ban phan mem ho s mat ma Ca hai s dung cung chuan mat ma (nhng ho s c ma hoa bang mot phan mem co the oc c bang phan mem kia li iem cho ngi tieu dung)
Slide 13

Xem lai can bang Nash

Chien lc toi a toi thieu
Tnh huong
Cong ty 1 co th phan ln hn nhieu so vi th phan cua Cong ty 2 Ca hai ang xem xet au t vao mot chuan mat ma mi
Slide 14

Chien lc toi a toi thieu

Quan sat
Chien lc thong tr Cong ty 2: au t Can bang Nash Cong ty 1: au t Cong ty 2: au t
Cong ty 2 Khong au t au t Khong au t

0, 0

-10, 10

Cong ty 1 au t

-100, 0

20, 10

Slide 15

Chien lc toi a toi thieu

Quan sat
Neu Cong ty 2 khong au t, Cong ty 1 b lo nang Cong ty 1 co the khong au t Giam lo xuong con 10 chien lc toi a toi thieu
Cong ty 2 Khong au t au t Khong au t Cong ty 1 au t

0, 0

-10, 10

-100, 0

20, 10

Slide 16

Xem lai can bang Nash

Chien lc toiia toiithieu Chien lc to a to thieu

Xet
Neu ngi chi 2 khong sang suot hay khong c thong tin ay u Chien lc toi a toi thieu cua Cong ty 1 la khong au t Chien lc toi a toi thieu cua Cong ty 2 la au t Neu 1 biet 2 ang s dung chien lc toi a toi thieu, 1 se au t
Slide 17

Tnh trang tien thoai lng nan cua tu nhan

au la:
Chien lc thong tr Can bang Nash Giai phap toi a toi thieu
Thu nhan

Tu nhan B
Thu nhan Khong thu nhan

-5, -5

-1, -10

Tu nhan A
Khong thu nhan

-10, -1

-2, -2

Slide 18

Xem lai can bang Nash

Chien lc hon hp Chien lc hon hp
Chien lc thuan tuy Ngi chi co s la chon cu the Chien lc hon hp Ngi chi co s la chon ngau nhien trong so hai hoac hn hai hanh ong kha thi da tren mot tap hp cac xac suat a c chon.

Slide 19

Hp cac ong xu
Quan sat
Chien lc thuan tuy: khong co can bang Nash Chien lc hon hp: s la chon ngau nhien la can bang Nash Cong ty co nen an nh gia da tren gia nh la chon ngau nhien?
Ngi chi

Nga Nga
Ngi chi

B Sap

1, -1

-1, 1

Sap

-1, 1

1, -1

Slide 20

Tro chi lan lt

Ngi chi thc hien tro chi lan lt Ngi chi phai suy ngh het cac hanh ong co the co va nhng phan ng hp ly cua moi ngi chi

Slide 21

Tro chi lan lt

V du
ap ng vi t quang cao cua mot oi thu canh tranh Nhng quyet nh nhap nganh ap ng vi chnh sach quan ly

Slide 22

Tro chi lan lt

Dang m rong cua tro chi Dang m rong cua tro chi

Tnh huong
Hai loai thc an t bot ngu coc (ngot, gion) Ch thanh cong neu moi cong ty san xuat mot loai thc an Thc an ngot se ban chay hn Ca hai eu co li ch vi mot nha san xuat
Slide 23

Bien the cua van e la chon san pham Cau hoi

Neu ca hai ra quyet nh mot cach oc lap, ong thi, va khong biet y nh cua ben kia, th ket qua lieu se ra sao?
Gion
Cong ty Cong ty

2 Ngot

Gion

-5, -5

10, 20

Ngot

20, 10

-5, -5

Slide 24

Bien the cua van e la chon san pham

Dang m rong cua tro chi Dang m rong cua tro chi Gia s Cong ty 1 se la cong ty au tien gii thieu thc an mi t bot ngu coc cua mnh (tro chi lan lt)

Cau hoi
Ket qua cua tro chi nay la g?

Slide 25

Tro chi lan lt

Dang m rong cua tro chi Dang m rong cua tro chi

Dang m rong cua tro chi

Dung cay quyet nh T ket qua tot nhat oi vi Cong ty 1, ta xet ngc tr lai

Slide 26

Tro chi la chon san pham di dang m rong

Gion Gion
Cong ty Cong ty

-5, -5 10, 20 20, 10 -5, -5

1 Ngot
Cong ty

Ngot Gion

Ngot

Slide 27

Tro chi lan lt

Li the cua viec hanh ong trc
Trong tro chi la chon san pham nay, hanh ong trc co mot li the ro rang

Slide 28

Tro chi lan lt

Lii the cua viec hanh ong trc L the cua viec hanh ong trc

Gia nh: oc quyen song phng

P = 30 Q Q = Tong san xuat = Q1 + Q2 MC = 0 Q1 = Q2 = 10 va P = 10 = 100 / Cong ty

Slide 29

Tro chi lan lt

Lii the cua viec hanh ong trc L the cua viec hanh ong trc

oc quyen song phng Co thong dong Q1 = Q2 = 7.5 va P = 15 = 112.50/ Cong ty Cong ty hanh dong dau tien (Stackelberg) Q1 = 15 Q2 = 7.5 va P = 7.50 1 = 112.50 2 = 56.25
Slide 30

La chon xuat lng

Ma tran ket qua nay minh hoa nhng ket qua
Hanh ong ong thi, ca hai eu san xuat 10 n v Cau hoi Neu Cong ty 1 hanh ong trc th sao?
7.5 7.5 112.50, 112.50

Cong ty 2
10 15

93.75, 125

56.25, 112.50

Cong ty 1 10

125, 93.75

100, 100

50, 75

15 112.50, 56.25

75, 50

0, 0

Slide 31

Moi e doa, quyet tam, va uy tn

Nhng bc i chien lc
Mot cong ty co the lam g e co c li the tren th trng? Ngan can gia nhap nganh Du oi thu canh tranh giam bt xuat lng, ri khoi nganh, tang gia Nhng thoa thuan ngam lam li cho mot cong ty
Slide 32

Chien lc au t trc cua ca hang Wal-Mart

Cau hoi
Lam the nao ma Wal-Mart tr thanh nha ban le ln nhat My trong khi nhieu nha ban le a thanh danh lai ong ca?
Gi y
Wal-Mart co c quyen lc oc quyen bang cach nao? Tro chi xng bai trc vi can bang Nash

Slide 33

Tro chi xng bai trc cua ca hang giam gia

Hai can bang Nash

Ben trai, pha di Ben phai, pha tren
Wal-Mart
Khong vao Vao Vao

Cong ty X

Khong vao

-10, -10 0, 20

20, 0 0, 0

Phai xng bai trc e thang

Slide 34

Chien lc mac ca
Co the co nhng ket qua khac nhau neu nh cac cong ty va ca nhan co the a ra nhng li ha co the c thi hanh. Xet: Hai cong ty gii thieu mot trong hai hang hoa bo sung.

Slide 35

Chien lc mac ca
Co thong ong :
San xuat A1B2
Cong ty 2 San xuat B San xuat A San xuat A Cong ty 1 San xuat B

Khong thong ong :

San xuat A1B2 Can bang Nash

40, 5

50, 50

60, 40

5, 45

Slide 36

Chien lc mac ca
Gia s
Moi cong ty cung ang mac ca ve quyet nh gia nhap mot cong-xocxium ve nghien cu vi mot cong ty th ba.

Slide 37

Chien lc mac ca
Cong ty 2
Hoat ong mot mnh Gia nhap cong-xoc-xium

Hoat ong mot mnh

10, 10

10, 20

Cong ty 1
Gia nhap cong-xoc-xium

20, 10

40, 40

Slide 38

Chien lc mac ca
Chien lc thong tr
Ca hai gia nhap
Hoat ong mot mnh

Hoat ong mot mnh Gia nhap cong-xoc-xium

Cong ty 2

10, 10

10, 20

Cong ty 1
Gia nhap cong-xoc-xium

20, 10

40, 40

Slide 39

Chien lc mac ca
Noi ket van e mac ca
Cong ty 1 tuyen bo se gia nhap congxoc-xium ch khi Cong ty 2 ong y san xuat A va Cong ty 1 se san xuat B. Li nhuan cua Cong ty 1 tang t 50 len 60

Slide 40