文档介绍：毕业设计(论文)
题目: 长虹彩电价格战探析
长虹彩电价格战探析
摘要
本文首先从长虹彩电价格战的历史入手,明晰了价格竞争是经营者之间进行市场竞争最重要的方式和手段。一般的价格竞争不会变为价格战,只有当市场供求发生严重失衡,市场竞争趋于激化,该行业内的企业又缺乏应对竞争的其他手段,价格战的爆发才具备了条件。本文指出从企业角度而言,产品结构的雷同为价格战的爆发埋下了伏笔,同时缓解产品库存压力、扩大市场份额、谋求市场权力是企业发动价格战的直接动力。同时,本文还引用了经济学层面上的博弈理论,价格博弈均衡结果分析按照价格博弈理论,竞争的双方通常只考虑到自己降价能够争取更多的市场份额,而不会去考虑降价可能带来竞争双方总体收益的下降,因此,理论上讲,降价会一轮一轮地持续下去,直到价格贴近成本再也没有下降的空间。
接着从适度价格战的有利方面,过度的价格战将引起的不良反应来对价格战进行认识,作为一种营销工具来说,价格战本身是没有好坏之分的,其所谓的利弊,只要是看运用的人,运用得好,它就会产生“利大于弊”的效果;运用的不好,它就会产生“弊大于利”的效果。
我们要客观看待价格战的影响,从而根据自身条件制定合理有效的竞争战略,不断提高企业的竞争能力;从更广的范围说就是通过正确认识价格战的原因及影响优化市场的资源配置,创建名牌企业,提高我国企业的整体竞争力。
关键词:长虹;价格战;价格策略;市场博弈
OF CHANGHONG COLOR TV PRICE WER
ABSTRACT
In this paper, Changhong color TV price war from the historical approach, pointing out that from the enterprise point of view, the product mix similar to the outbreak of a price war buried foreshadowing, while alleviating the pressure of product inventory, expand market share, market power is seeking to launch a price war direct driving force. At the same time, this article also cited the economics of game theory level, the price game in accordance with the price of a balanced analysis of game theory, competition between the parties usually take into account their own price cuts to win more market share, and will not be possible to consider the petition in both the overall decline in earnings, therefore, in theory, to a round of price cuts will continue until the price dropped close to cost no more space.
Then from the moderately favorable price war, the excessive price war caused by adverse reactions to be aware of the price war, as a marketing tool, the price war itself is not good or bad, and its pros and cons of the so-called, as long as is to look at the use of the people, the use of well, it will produce a "more good than harm" effect; used properly, it will produce a "more harm than good" results.
We have to objectively look at the impact of a price war, which according to its own conditions for petition to develop