价格战发生的前提和企业的对策:交易费用角度的解释

Precondition of Price War and Countermeasure of Corporation: Explanation from Transaction Cost

价格战是对我国企业价格竞争的形象表述 ,它是企业根据市场竞争的态势自觉调整产品的价格 ,通过降价促销 ,争取市场竞争主动权的企业定价行为。以往人们对价格战的分析多局限于产业组织理论 ,侧重于从市场结构、行业特征、进入和退出机制和委托代理关系来对价格战的界定、成因和后果进行分析。本文拟从产品和消费者的角度出发 ,利用交易费用的相关知识对价格战进行重新思考 ,分析价格发生所必须具备的前提条件以及企业采取的对策 ,以避免这种有悖于竞争者初衷、同时也给社会资源造成了极大浪费的低效竞争方式。

Price war is the action that corporation regulates the price consciously on the situation of competition for initiative. Analysis on price war formerly was inclined to the theory of industrial origination, which emphasized particularly on market structure, industrial character, principal agent theory and the mechanism of entrance and retreat to explain the reason and result. But this article will reconsider the price war and get the precondition of price war and countermeasure of corporation from the point of production and consumer with the knowledge of transaction cost. By analysis, this kind of inefficient competition that lapses from original intention may be avoided.