论低价营销策略与现代市场经济的关系——中国企业出口低价营销策略面临多重阻击的博弈分析

Research on the Relationship between Low Price Marketing Strategies and Modern Market Economy——A Game-theory Analysis on the Low Export Price Marketing Strategies of Chinese Enterprises Suffering Multi-blocks

长期以来,国内学界和企业界都认为,价格竞争是市场经济永恒的主题。但市场经济的发展历程表明,早期市场经济以价格竞争为主导的营销模式,已让位于现代市场经济以非价格竞争为主导的营销模式。WTO以反倾销为核心的自我保护规则,只是这种变化趋势的客观反映。由此,本文基于国际社会以反倾销为主的对中国产品出口多重阻击,对我国企业一贯坚持的低价营销策略进行了博弈分析,力图寻求现代市场经济条件下的符合WTO宗旨与规则指导的最优营销与竞争策略。

For a long time, pricing competition has been an everlasting subject in market economy among both academic and business circles in China, However, the development of market economy has shown that the marketing strategies based on pricing competition in the early period of market economy has given way to the modern marketing strategies based on non-pricing competition. The rules of self-protection in anti-dumping under WTO are the objective reflections of such trend. In light of the multiblocks featured with anti-dumping that Chinese exports suffer in the international society, this paper makes a game-theory analysis on the low pricing marketing strategy China persists in. It tries to find optimal marketing and competition strategies in conformity with the WTO aims and rules under modern market economy.