品牌需求价格弹性与市场份额的关系——国内手机行业实证研究

The Relationship between Brand Price Elasticity and Market Share——An Empirical Study on Chinese Mobile Phone Industry

文章用回归估计的方法计算了国内手机行业22个品牌的价格弹性,并对价格弹性与市场份额的关系进行了实证研究。实证结果显示,市场份额越大,价格弹性越朝负的方向变动,这与国外实证研究的结果相反,反映了转型过程中中国手机市场的特征。同时,与以往很多研究所采用的线性回归方程不同,价格弹性与市场份额之间的关系是非线性的,回归方程为逆函数。价格弹性与市场份额环比发展速度之间也存在着显著的关系,回归方程为二次函数。

The relationship between brand price elasticity and market share in Chinese mobile phone industry has been empirically examined. The results indicate that, the bigger the market share, the more negative the price elasticity. These results are on the opposite side of western empirical results, and may reflect the traits of Chinese mobile phone market during transition period. Being different from previous studies that adopt linear regression models, the paper finds out that the relation between the two variables is nonlinear and the regression equation is an inverse function. Furthermore, there is significant relation between price elasticity and development speed with link relative method of market share, and the regression equation is a quadratic function.