关键词: 产品线策略, 汽车分时租赁模式, 合并效应, 产品间竞争效应

Abstract: Considering the existence of self-owned and third-party rental platform, with automobile quality divided into functional quality and environmental quality, a mathematical model for product line strategy are established under the selling model, per-use rental model and the hybrid model, the interaction between product line strategy and business model choice is investigated. The research shows that cannibalization effect and pooling effect are key factors which determine the influence of car-sharing scheme on product line. When cannibalization or pooling effect is increasing, the manufacturer has incentive to adopt vehicles with higher functional quality and lower environmental quality. Car-sharing scheme is able to improve both profit and product environmental performance. But in a certain condition, when consumers have low price-sensitivity, high-level usage cost and low-level pooling effect are essential to improve both profit and product environmental performance at the same time. When consumers have high price-sensitivity, it is the condition to realize an overall improvement that usage cost and pooling effect are both at low level.

Key words: product line strategy, car-sharing scheme, pooling effect, cannibalization effect