价格竞争原理与动态价格战略

Principles of Price Competition and Dynamic Strategies of Pricing

近些年来 ,我国很多行业的价格战愈演愈烈 ,这一方面反映了这些行业中市场竞争的激烈 ;另一方面 ,产生这种现象也与一些企业不了解价格竞争原理与策略有关。文章旨在介绍价格竞争的基本原理与相关的研究成果 ,以期为企业价格决策提供一些参考。研究表明 :商品的价格不仅是价值的货币表现和取决于市场的供求关系 ,以及受质量和心理因素的影响 ,而且与企业的目标、采取的战略、相对竞争地位和产品市场特性有密切的联系。因此 。

In recent years, price wars are getting more and more severely in many industries in China, which not only reflects the severity of the market competition in these industries, but also relates to the incomprehension of firms in the principles and strategies of price competition. This article supposes to give an introduction of the basic principles and related research results of price competition, and further to provide certain reference and support to firms' pricing decision. Related researches suggested that the prices of commodities not only are the currency expression of commodity values, decided by demand supply relationship in market, and affected by qualitative and psychological factors, but also closely relate to goals of firms, strategies adopted, relative competition positions, and characters of markets. Therefore, firms must establish dynamic pricing strategies of their own.