1 l 2 l 2005 Nike Adidas Puma

運動鞋產業全球發展概況 (1)最大市場在美國 l (2)運動鞋消費品牌高度集中 l 圖： 2005年全球品牌球鞋市占率 Nike Adidas Puma New Bal ASICS SKECHERS K-Swiss VF Corp Others 37 22 7 6 4 4 2 2 16 資料來源：Sporting Goods Intelligence 2

圖：獨占的配置效果與分配效果 D Price B P** A E P* AC=MC 1 MC 2 MR Quantity 0 Q** Q* 15

l不完全競爭-Cournot競爭 圖: 雙占市場的Cournot反應函數 Firm B’s Output (q. B) Firm A’s bestresponse function B Nash equilibrium A Firm B’s bestresponse function Firm A’s Output (q. A) 0 A B C 16

l 不完全競爭-Bertrand 競爭 圖： Increase in Product Differentiation Softens Price Competition Firm B’s price (PB) BRA BR’B P**B BRB P*B Shift in Nash equilibrium 0 P*A P**A Firm A’s price (PA) 17

l 此時Cournot 競爭 圖: 雙占市場的Cournot 反應函數(市場總需求量減少) C Firm B’s Output (q. B) Firm A’s bestresponse function New Firm A’’ best response function B Nash equilibrium Firm B’s bestresponse function A New Firm B’’ best response function New Nash equilibrium Firm A’s Output (q. A) 0 A B C 18