MARKET SEGMENTATION STRATEGIES OF MULTIPRODUCT FIRMS*
研究多产品双寡头企业是否应提供通用产品或针对特定消费者需求定制产品，分析产品适配度、竞争强度和固定成本对市场细分策略的影响。
We analyze a multiproduct duopoly and ask whether firms should offer general purpose products or tailor their offerings to fit specific consumer needs. Offering a targeted product has two effects: utility increases for some consumers due to increased fit, whereas utility decreases for others due to increased misfit. Previous work has not considered these two effects jointly and has therefore not been able to capture the tradeoff inherent in market segmentation. We show that in addition to the degree of fit and misfit, the intensity of competition and the fixed cost of offering an additional product determine firms' market segmentation strategies.