中国彩电价格、规格与需求价格弹性的关系

Relations of brand price level and specifications to demand price elasticity of China's color TV products

对于市场营销领域中的定价问题,实证研究了品牌价格档次和产品规格与需求的价格弹性的关系。采用了中国国内彩电行业2000年至2004年间55个月份的行业零售数据,应用log-log市场反应函数,产品按4种规格(屏幕尺寸)和2种价位(高价、低价)聚类。结果表明:溢价品牌与非溢价品牌之间在价格弹性上没有显著差异;高规格彩电产品的价格弹性小于低规格彩电产品的价格弹性。因此,降价不利于溢价和非溢价品牌提高市场份额。

Pricing activities are important in the area of marketing. A log-log market response model was used to investigate the relations of product price levels and specifications to the price elasticity of demand based on 55 months＇ profession retail sale data from 2000 to 2004 in the Chinese domestic color TV category, with the TV products assembled according to 4 specifications （screen sizes） and 2 price levels （high and low）. The results show that the demand price elasticities of premium and non-premium brands have no significant difference, and that the price elasticity of the large-screen TV products is lower than that of the small-screen TV products. Price reduction is disadvantageous to enhancing the market share for both the premium and non-premium brands while discounting may promote the small-screen color TV sale.