汽车企业逆向定价策略的博弈分析

The Reverse Pricing Strategy for Car Manufacturers in Oligopolistic Market

近年来,随着我国汽车需求迅速增长和市场竞争的日益激烈,各家厂商为了最大限度地夺取市场份额,长期处于价格战的状态,但是这种价格战并没有实现优胜劣汰以提高整个产业的集中度的目的,反而使得企业利润减少,行业整体效益下滑,严重影响和威胁了整个行业的长远发展。两阶段连续博弈模型解释了交叉弹性在汽车企业实施逆向定价策略中的重要作用。只有当需求交叉弹性相对较小,不同产品之间互相替代率相对较小的时候,逆向价格策略才可行。该策略适用于拥有品牌忠实消费者的寡头垄断汽车企业的战略行为,能够为其正确选择定价策略提供一定的借鉴。

With the rapid growth in demand for cars in China and the increasing market competition in recent years,car manufacturers have been playing the price war in order to maximize the market share for a long time.However,the price war has reduced the enterprise profits.There is a serious threat to the long-term development of the whole industry.Based on the enterprise pricing strategy,this paper uses twostage successive game model to explain that the reverse pricing strategy can be used under certain condition.The model is suitable for the oligopoly enterprises with brand loyal consumers.At the end,the paper argues the differentiation production and competition and core competitiveness enhancement.It is necessary for oligopoly companies to get more consumer surplus from loyal consumers.