Abstract: Considering the fact that the strategic behavior of consumers is one of the many factors affecting the market demand when purchasing goods, and the fact that the research and development activities of enterprises are effective measures to enhance the market competitiveness, the problems that companies have in the process of research and development activities are discovered in order to reveal the relationship between consumer strategic behavior and the research and development investment. The Stackelberg classic game model is expanded, and the influence of major decision parameter changes on the enterprise are analyzed by means of the simulation technology. The results indicate that in the centralized decision-making mode, follower enterprises selling goods at discounted prices has no significant influence on the pricing decisions of the leader enterprises, and their research and development investment is positively correlated with the commodity price. However, in the decentralized decision-making mode, with the continuous expansion of research and development investment, the market share of follower enterprises has been significantly improved, and the research and development investment of follower enterprises is negatively correlated with the commodity price of leader enterprises.

Key words: research and development investment, Stackelberg game, decentralized decision-making, strategic consumers

摘要： 考虑到消费者购买商品时的策略行为是影响市场需求的众多因素之一，加之企业的R&D活动是提升市场竞争力的有效措施。因此，为揭示消费者策略行为与企业R&D投入之间的关系，发掘企业在R&D活动过程中存在的问题，针对Stackelberg经典博弈模型进行了拓展，并借助仿真技术分析了主要决策参数变化为企业带来的影响。研究结果表明：在集中决策方式下，追随者企业以折扣价格出售商品对于领导者企业的定价决策不构成显著影响，并且其R&D投入规模与商品价格正相关；在分散决策方式下，随着R&D投入规模的不断扩大，追随者企业的市场占有率得到显著提升；追随者企业的R&D投入规模与领导者企业的商品价格负相关。

关键词: R&, D投入；Stackelberg博弈；分散决策；策略型消费者