中文摘要：

消费者在购买商品时不仅考虑商品价格而且还要考虑商品质量水平的需求市场,如果存在两寡头企业提供某商品,必然会导致价格和质量的竞争博弈。本文研究表明：为了达到纳什均衡状态,两企业必须采取一定的差异化策略。而且在均衡状态下,如果市场是价格敏感市场,企业的差异化程度越高,对企业和消费者都越有利;如果市场是质量敏感市场,当敏感程度相对很低时,企业的差异化程度越高,对企业和消费者也都越有利;当敏感程度一般时企业可选择适当的差异化程度使得企业和消费者同时达到最大的均衡利润;但当敏感度非常高,企业差异化程度越高对企业的均衡利润越大,可对消费者的均衡利润却越小。

英文摘要：

Under such a market as the consumers buy a commodity in consideration of not only the price but also the quality level,there must be a price and quality competition between two firms if the two firms both offer a product.In this paper we find that two firms both must adopt the differentiation strategy in order to achieve Nash equilibrium.Further,if the degree of difference is much higher,the enterprises and the consumers are more advantageous under the price sensitive market.On the other hand,in the quality sensitive market,if the market’s quality sensitive degree is relatively low,the enterprise and the consumers are more advantageous with the increasing degree of difference;While the sensitive degree is medium,the enterprises can choose the appropriate differentiation degree and will maximize their and the consumers’ profits;While the sensitive degree is very high,the higher level of the difference,the more profit the enterprises will obtain but the less equilibrium profits consumers will benefit.