文档介绍：INDUSTRY ANALYSISMAPPING INDUSTRY PATTERNS AND DEVELOPMENTS TO GAIN MARKET INSIGHTS
Prof. Dr. GE Jianxin
Autumn Semester, 2015/2016
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Agenda
Review: entry; determinants of entry
pricing
pricing

integration
& Acquisition
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Limit Pricing
What will happen if the dominant firms raise their price high enough?
Dominant firms face new entry if they raise their price high enough. Consequently there is a barriers of some “height” against new entry. The barrier height can range from zero to very high. The incumbent firm’s price can be raised up to that height without stimulating new entry: above that limit price, entry will occur. In the extreme case, entry may be free, with no barrier at all. Then the entry threat would dominate the industry’s pricing, because it would tightly restrain the incumbent firm.
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Limit pricing
The act of setting a selling price just below the level at which other sellers would find it profitable to enter a market.
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A limit price is the price set by a monopolist to discourage entry into a market, and is illegal in many countries.
The limit price is the price that a potential entrant would face upon entering as long as the incumbent firm did not decrease output. The limit price is often lower than the average cost of production or just low enough to make entering not profitable. Such a pricing strategy is called limit pricing.
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阻止性定价(limit pricing)
阻止性定价也称限制性定价.
在简单的限制性定价模型中,,,（绝对成本优势、规模经济、产品差别化等）密切相关。
——绝对成本优势与阻止进入定价
——规模经济优势与阻止进入定价
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Case of Galanz
Why could Galanz successfully implement limit pricing?
What’s your opinion about the effect of limit pricing?
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阻止进入行为的启示
——经营者在计划未来时必须考虑未知的竞争对手-新进入者
——通过建立新工厂进入的多样化经营的竞争者，尽管为数不多，却由于其规模较大可能会威胁现有企业
——经营者应该预期到大部分新进入者很快会失败
——经营者应该知道其所在行业的进入与退出条件
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（predatory pri