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0硕士学位论文题目：市场价格战分析作者：指导教师：专业技术职务：学科（专业）答辩日期学位授予日期二OO八年八月I摘要自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。随之而来的，为什么会爆发价格战，价格战有利还是有弊，应该鼓励还是应该制止价格战一直是我国各企业、各级政府部门、广大消费者乃至学术界关注和争论的焦点。我国对价格战的看法观点不一，各企业对价格战手段的运用也不一而足，是否科学的认识价格战现象，客观的看待价格战带来的种种影响，对于企业如何正确合理的运用价格手段提高自身竞争力，我国能否建立更多的国际名牌企业，我国市场经济能否健康有序地发展有着至关重要的影响。本文的研究意义就在于帮助企业准确的把握价格战爆发的原因，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，促进我国市场经济的健康快速发展。本文采用理论与现实相结合，实证与规范分析相依托，原理与案例分析相呼应的方法对我国市场价格战的原因及影响进行了全面的分析研究。全文首先对我国市场价格战的历史及相关理论及国内外研究动态进行了简单的阐述；在综合目前研究成果的基础上，结合作者本人的认识，运用理论分析结合现实依据的方法来分析我国价格战爆发的原因，从价格竞争的经济学、管理学理论，企业发动价格战的初始动机和爆发价格战的市场条件三方面进行了分析论述，又以我国移动通讯市场为例对价格战进行了博弈分析；在对价格战原因实证分析的基础上对我国价格战利弊、认识误区及如何合理看待价格战进行了规范分析，提出了系统的、广义的价格战的概念；最后，文章通过对我国近年来移动通信价格战的案例分析，把具体案例中价格战爆发的原因与前面对价格战爆发原因理论依据、发动动机、市场条件一一对应分析，丰富了文章内容，证明了原理分析的准确性。全文分析证明了我国市场价格战的不断爆发和长期存在是符合市场经济理论、符合我国行业现状、符合市场发展的，有其存在的理论依据和现实依据，同时，价格战为我国带来了长远的、根本的利益，而其弊端是暂时的、不可避免的，也是可以通过市场的完善不断缓解的。因此，我们应该全面、系统、科学的认识价格战，并且灵活的掌握并运用这一战术，从而推动我国市场的不断完善，行业的不断成熟，企业的不断强大。关键词：价格战；博弈；价格竞争；竞争战略；规模效应IIAbstractSincethepricewarswhichwerecausedbyChanghong’sfirstpricereductioninChinesetelevisionindustryin1989,pricewarhasalwaysbeenthemainstreamoftherivalryandevolutionoftelevisionmanufacturesector.Meanwhile,pricewarsbecomeincreasinglyfierceexpandingtoawiderrangefromtelevisiontohouseholdappliances,telecom,pharmacy,andautomotive,etc.Therewereaseriesofviewpointsfollowed.Whydopricewarsoccur?Aretheyfavorableordetrimental?Shouldtheybeencouragedorrefrained?Theseissueshavebeentheargumentsonwhichenterprises,governments,consumers,andacademieswerefocusing.Thereareseveralbranchesofargumentsamongdifferentgroups;alsofirmshaveavarietyofutilitiesofpricewarinstrument.Howtotakeascientificinsightintothephenomenaofpricewarsandhowtoperceivetheinfluencescausedbypricewarsobjectively,whichhaveanimportantimpactonhowtoemployadaptablemeasuresofpricewarsreasonablytoimprovethecompetencesforfirms,whetherwecouldestablishmoreinternationalleading-brandcompanies,andwhetherthemarket-orientedeconomycouldleadahealthylifeofdevelopmentonwards.Theresearchsenseofthisdissertationaimstohelpfirmsperceivethereasonsoftheoccurrenceofpricewarsaccuratelyandtotakeanobjectivelookontheimpactofpricewars.Basedonthat,firmsaresupposedtodesignreasonableandeffectivecompetitivestrategies,asaresult,gainsuccessiveimprovementsoncorporatecompetitiveness.Asamoreextensiverangeasisconcerned,itaimstooptimizemarketresourcesdeployment,establishreputableenterprises,improvetheoverallcompetitivecapabilitiesoffirms,andacceleratetheongoingdevelopmentofthemarket-orientedeconomy.Theresearchmethodologiesemployedarethecombinationoftheoriesandrealities,amutualsupportbetweendemonstrationandcriterion,principlesandcasestudiesrespondingtoeachother.IttakesanoverallanalysisandstudyonthereasonsandinfluencesofthepricewarsinChina.Firstly,thedissertationmakesabriefstatementonthehistoryofpriceIIIwarsandrelevanttheoriesinChina,andresearchtrendsonbothdomesticandforeignbasis.Secondly,basedontheintegrationofcurrentresearchoutcomeandcombinedwiththewriter’sperception,itutilizethemethodsofthecombinationoftheoreticalanalysisandevidencetoanalyzethereasonsoftheoccurrenceofpricewarsintermsofeconomicsonpricecompetition,managementtheories,initialmotivesoflaunchingapricewarandmarketconditionaccountsfortheoccurrenceofapricewar.Inaddition,thereisacasestudyofChinesemobiletelecommarketwithaviewtopricewarsviagametheoryanalysis.Thirdly,onthebasisofdemonstrationanalysisonthereasonsofpricewar,ittakesacriterionanalysisintermsofadvantagesanddisadvantagesofpricewar,perceptionerrorareas,andhowtolookonpricewar.Furthermore,thesystematicandgeneralizedconceptofpricewarisbroughtforward.Finally,throughthecasestudyofChinesemobiletelecompricewarsinrecentyears,ittakesananalysisonreasonsoftheoccurrenceofpricewarcorrespondingtothetheoreticalevidence,launchingmotives,andmarketsituationofpricewaroccurrencereasons.Thus,thecontentofthedissertationisenrichedwhiletheaccuracyoftheoreticalanalysisistestified.Thedissertationprovesthatthesuccessiveoccurrenceandconsistentexistenceofpricewarsinthemarketexactlycorrespondtomarket-orientedeconomytheory,currentsituationofindustries,andmarketdevelopment,withthetheoreticalandrealisticevidencesfortheexistenceofpricewars.Atthesametime,thebenefitbroughtalongbypricewarsarelong-termandessential,however,thelimitationaregenerallytemporaryandinevitable,whichcouldbelessenedbymarketimprovementandoptimization.Therefore,pricewaroughttobeperceivedentirely,systematicallyandscientificallyandbemasteredandoperatedwithflexibilitythuspromoteconsistentimprovementofthemarketfunction,maturitytrendofindustries,andincreasingmightinessofenterprises.Keywords:PriceWar;GameTheory;PriceCompetition;CompetitionStrategy;ScaleEffectIV目录1导论…………………………………………………………………………11.1选题背景及意义…………………………………………………………11.2本文研究方法……………………………………………………………21.3本文创新之处……………………………………………………………21.4本文研究思路框架………………………………………………………32对我国市场价格战的相关理论综述………………………………………42.1企业竞争战略的研究……………………………………