替代品的威胁和消费者的“移情别恋”对企业定价的考验

Test of Substitute Threat and Consumers' "Empathy" on Enterprise Pricing

经济学原理告诉我们,如果其他因素保持不变,消费者对某一商品需求量的变化与这一商品价格成反方向变化,商品价格下跌,需求量就上升,而商品的价格上涨时,需求量就相应下降,需求规律影响考验着企业的定价策略,同时各种替代品的出现也不断挑战着企业的定价策略,替代品的威胁和消费者特别容易的"移情别恋"都是企业决定自己的市场行为特别是制定价格时所必须考虑的两个重要因素。

Principles of economics tell us that if other factors remain unchanged, the amount of consumer demand for a commodity and the commodity price change in the opposite direction, namely, demand increases when commodity prices decline, vice versa. The law of demand impacts and tests the pricing strategy of the enterprises, meanwhile, the emergence of various alternatives are constantly challenged the pricing strategies of the enterprises. Particularly the threat of substitutes and consumers ＂empathy＂ are two important factors must be considered by enterprises when determining their own market behaviors especially pricing.