房地产开发商策略性定价行为的经济学分析

Economic Analysis on Price Strategy of Land Agent

由于房地产市场存在环形竞争和显著的产品差别,而中国现阶段又是一个增量房地产主导的市场,导致房地产市场是一种具有较强垄断性的市场。房地产开发商在制定房地产价格时,一般垄断厂商所惯用的一些价格策略都会采用,如垄断定价、在领导厂商主导价格的条件下其他开发商选择跟随策略、合谋、价格歧视、拍卖竞价、掠夺性定价等。此外,房地产开发商也探索出一些独特的价格策略,即外部效应内部化、增值诱导定价、制造短缺挤压以引致剩余需求扩大等。这就决定了中国房地产业具有较大的市场势力。因此,政府必须采取多种措施对房地产开发商的定价行为进行规制。

There is circular competition and distinct manufacture production in real estate market, which is magistral by increment real estate at present in China, so the real estate market is monopolistic. When making a price, the land agent will adopt some price strategy that is idiomatic by monopolistic manufacturer, for example, monopolistic price, following strategy when dominant manufacturer leading price, cahoot, price discrimination, predacity price and so on. Furthermore, the land agent found some unique price strategy, namely, interior of exterior effect, increment inducement of price, making short extrusion, leading spread of surplus requirement. Therefore, the real estate in China possesses biggish market influence. The government must take measure to guide the price of land agent.