Grey game research about customer preference, international competition and the choice of industrial type

Abstract

PurposeThe purpose of this paper is to analyze the market share of two competing enterprises from the perspective of consumer preferences on both of their products. For different industrial types, this paper discusses how domestic firms make decisions to compete with the multinational company based on consumer’s preferences on different types of products from different companies.Design/methodology/approachConsidering the different types of equipment manufacturing industries, consumers’ differentiated preferences for Chinese domestic equipment manufacturers and multinational equipment manufacturers, as well as the uncertainty of technological level and dependence on production factor in reality, this paper introduces the interval grey number into the Stackelberg game model and analyzes the market share of two competing enterprises and the consumer preferences for both of their products based on different industrial types.FindingsThe results show that when both of the two competing firms are engaged in R&D activities, consumers prefer domestic products, and with the improvement of technological level, this preference grows stronger, but the market share of the multinational enterprise is higher than that of the local enterprises. When the two competing enterprises are engaged in manufacturing activities, consumers are more inclined to choose products of the multinational company, and with the increasing dependence on production factors, the preference becomes stronger. Meanwhile, the market share of the multinational company is higher than the local enterprise. Therefore, from the perspective of consumer preference, China’s domestic equipment manufacturing enterprises should choose technology-intensive or technology and labor-intensive industries (or dual-intensive industries).Originality/valueIn the context of international competition, from the perspective of consumer preference, the research on industrial selection is relatively rare, and does not take into account the influence of the uncertain influence brought by technological-level and production factor dependency. Therefore, this paper analyzes the influence of technological-level and production factor dependency on consumer preference among various types of industries. Based on the concept of consumer preference, and combining with the interval grey number, the improved grey game model is constructed to analyze the influence of the uncertainty of enterprise’s technological-level and production factor dependency on the market share of two competing companies, finally coming up with the direction into which the Chinese equipment manufacturing industries should develop.