价格战的运用与应对研究

Research on Applying and Replying the Price War

随着我国市场化改革的不断深入,价格战已经逐渐成为许多企业主动或被动频繁使用的策略。从产品生命周期,产品组合策略,产品边际成本等方面分析了运用价格战应考虑的因素,同时提出了应对价格战的措施和价格战向价值战转变的建议。

Along with the continuously deepening of our country's marketing reform, the price war has becomes an important tactic used frequently by numerous enterprises in active or passive ways. competence in market. This paper analyzes on some factors that should be taken into consideration in applying the price way from aspects of the product life cycle, product combination strategy, and product marginal cost, etc., and puts forward some measures for dealing with the price war and some suggestions of transforming the price war into the value war.