价格战的效应和企业的应对策略研究(毕业论文).

价格战

;

博弈

;

价格竞争

;

竞争战略

;

规模效应

Abstract

Since the price wars which were caused by Changhong’s first price reduction in

Chinese television industry in 1989, price war has always been the main stream of the

rivalry and evolution of television manufacture sector. Meanwhile, price wars become

increasingly fierce expanding to a wider range from television to household appliances,

telecom, pharmacy, and automotive, etc. There were a series of viewpoints followed.

Why do price wars occur? Are they favorable or detrimental? Should they be encouraged

or refrained? These issues have been the arguments on which enterprises, governments,

consumers, and academies were focusing. There are several branches of arguments

among different groups; also firms have a variety of utilities of price war instrument.

How to take a scientific insight into the phenomena of price wars and how to perceive the

influences caused by price wars objectively, which have an important impact on how to

employ adaptable measures of price wars reasonably to improve the competences for

firms, whether we could establish more international leading-brand companies, and

whether the market-oriented economy could lead a healthy life of development onwards.

The research sense of this dissertation aims to help firms perceive the reasons of the

occurrence of price wars accurately and to take an objective look on the impact of price

wars. Based on that, firms are supposed to design reasonable and effective competitive

strategies, as a result, gain successive improvements on corporate competitiveness. As a

more extensive range as is concerned, it aims to optimize market resources deployment,

establish reputable enterprises, improve the overall competitive capabilities of firms, and

accelerate the ongoing development of the market-oriented economy. The research

methodologies employed are the combination of theories and realities, a mutual support

between demonstration and criterion, principles and case studies responding to each other.

It takes an overall analysis and study on the reasons and influences of the price wars in

China.

Firstly, the dissertation makes a brief statement on the history of price wars and

relevant theories in China, and research trends on both domestic and foreign basis.

Secondly, based on the integration of current research outcome and combined with the

writer’s perception, it utilize the methods of the combination of theoretical analysi s and

evidence to analyze the reasons of the occurrence of price wars in terms of

economics on price competition, management theories, initial motives of launching

a price war and market condition accounts for the occurrence of a price war. In addition,

there is a case study of Chinese mobile telecom market with a view to price wars via

game theory analysis. Thirdly, on the basis of demonstration analysis on the reasons of

price war, it takes a criterion analysis in terms of advantages and disadvantages of price

war, perception error areas, and how to look on price war. Furthermore, the systematic

and generalized concept of price war is brought forward. Finally, through the case study

of Chinese mobile telecom price wars in recent years, it takes an analysis on reasons of

the occurrence of price war corresponding to the theoretical evidence, launching motives,

and market situation of price war occurrence reasons. Thus, the content of the dissertation

is enriched while the accuracy of theoretical analysis is testified.

The dissertation proves that the successive occurrence and consistent existence of

price wars in the market exactly correspond to market-oriented economy theory, current

situation of industries, and market development, with the theoretical and realistic

evidences for the existence of price wars. At the same time, the benefit brought along by

price wars are long-term and essential, however, the limitation are generally temporary

and inevitable, which could be lessened by market improvement and optimization.

Therefore, price war ought to be perceived entirely, systematically and scientifically and

be mastered and operated with flexibility thus promote consistent improvement of the

market function, maturity trend of industries, and increasing mightiness of enterprises.

Keywords: Price War; Game Theory; Price Competition; Competition Strategy;

Scale Effect

目录

1

导论

(1

1.1

选题背景及意义

(1

1.2

本文研究方法

(2

1.3

本文创新之处

(2

1.4

本文研究思路框架

(3

2

对我国市场价格战的相关理论综述

(4

2.1

企业竞争战略的研究

(4

2.2

国内对于价格战的研究

(5

2.3

国外对于价格战的研究

(7

3

我国价格战爆发的原因分析

(9

3.1

价格竞争的理论依据

(10

3.1.1

供求理论

(10

3.1.2

弹性理论

(11

3.1.3

生命周期理论

(12

3.1.4

竞争理论

(13

3.1.5

产权理论

(14

3.2

企业发动价格战的动机

(16

3.2.1

扩大市场份额

(16

3.2.2

夺取先行优势

(16

3.2.3

达到薄利多销

(17

3.2.4

行业集中与夹缝求存

(17

3.3

市场爆发价格战的条件

(18

3.3.1

利润丰厚

(18

3.3.2

规模效应

(18

3.3.3

产品同质

(19

3.3.4

外部控制不利

(19

4

对我国 价格战原因的博弈分析

——

以我国移动通讯市场为例

4.1

建立模型

(21

4.2

价格战的动态博弈分析

(22

4.3

价格战博弈结果

(23

4.4

博弈结果的改进

(23

4.4.1

建立价格联盟

(24

4.1.2

引入差异战略

(24

4.1.3

政府监管控制

(25

5

我国市场价格战的影响

(27

5.1

价格战利弊分析

(27

5.1.1

价格战对企业整体竞争力的影响

(27

5.1.2

价格战对技术创新的影响

(27

5.1.3

价格战对行业的影响

(28

5.1.4

价格战对消费者的影响

(28

5.1.5

价格战对企业行为的影响

(29

5.2

对价格战的认识误区分析

(30

5.2.1

价格战与产品质量分析

(30

5.2.2

价格战就与行业行为分析

(30

5.2.3

价格战与技术创新分析

(31

5.2.4

将价格战与其他竞争方式分析

(31

5.3

如何合理实施价格战

(32

5.3.1

价格战实施条件分析

(32

5.3.2

价格战实施系统分析

(33

6

案例分析

——

对我国移动通信价格战原因的分析

(34

6.1

我国移动通信竞争现状

(34

6.1.1

我国电信产业发展及现状

(34

6.1.2

我国移动通信竞争现状

(35

6.2

价格战爆发的原因

(37

6.2.1

产品同质性是价格战的根本原因

6.2.2

丰厚的利润和规模效应是价 格战的前提条件

(37

6.2.3

扩大市场份额是价格战直接动机

(38

6.2.4

市场供大于求是价格战的直接原因

(39

6 .2.5

考核机制不合理是价格战的导火索

(39

6.2.6

国家控制不利是价格战的外部原因

(40

6.3

我国移动通信发展前景

(40

7

结论

(42

参考文献

(43

致谢

(46

攻读硕士学位期间的科研成果和所获奖励

(47

1

导论

1.1

选题背景及意义

近十几年来

,

我国市场经济的发展取得了世界的瞩目 成就

,

已经从过去的不完善

的落后的商 品经济甚至自然经济发展成为逐步成熟、不断完善的有中国特色的社会

主义现代市场经济 。伴随着我国市场经济的腾飞

,

老百姓也得到了越来越多的实惠

,

以前被看成

“

奢侈品

”

的家电、汽车、手机、电脑等越来越多地走进千家万 户

,

成为

人们日常生活必不可少的消费 品。这一方面是由于人们生活水平和收入水平的提高

,

另一方面 得益于产品价格的不断降低。我国很长时间以来存在有效需求不足的问题

,

自

1989

年长虹第一次降价引发几次中国彩电业的 价格战以来

,

价格战一直是我国彩

电制 造业竞争和发展的主旋律

,

同时价格战又由彩电业逐步扩展到家 电、通信、医

药、汽车等其它行业

,

近 年来我国市场价格战愈演愈烈

,

范围也越来越广

,

尽管

“

价值

战

”

、

“

服务战

”

、

“

质量战

”

等新的口号和概念不断提出

,

然而

“

加量不加价

”

、

“

增值不

增价

”

、

“

< br>买

x

赠

x”

、

“

有奖销售

”

< br>等变相价格手段不断丰富

,

价格战不但没有被替代

,

价格战术反而越来越完善和成熟起来

……< /p>

。

价格战一方面扩大了市场需求

,

促进了产品创新

,

强化了企业追求效率的激励

,

不

但帮助 国内企业改善管理降低成本

,

增强自身创新能力和竞争力

,

增加了国内品牌的

市场份额

,

打击了外国品牌

,

而且直接 促成了我国企业的优胜劣汰

,

增强了企业的整体

竞争力

,

造就了更多的国内名牌企业是他们能够走出国 门

,

参与国际市场的竞争

;