产品价格折扣竞争的均衡分析

发布时间：2018-05-07 21:57

本文选题：价格竞争 + 折扣促销　；参考：《首都经济贸易大学》2014年硕士论文

【摘要】：生存在竞争不断激烈的市场中，企业为适应变化多端的市场环境和市场需求，为维护自身利益需要，必须采取使用新的竞争策略来应对竞争。在零售市场上，价格是商品的明显标志，因此价格竞争是不可避免的。价格竞争的实质上就是以价格为杠杆，通过价格的直接变化或间接变化来参与市场行为的一种竞争手段。商品的折扣促销行为是价格竞争的具体表现形式。企业广泛使用促销策略来开拓市场，刺激消费者的购买需求。现实生活中，被经营方越来越广泛使用并操作起来简便的折扣促销行为有直接降价、返券、买赠等。不同的折扣促销策略有不同的操作方法和实施过程，本文介绍了不同的折扣促销方式，并对各种方式的特点进行了对比。价格折扣是针对消费者提出的价格差异化的行为，所以本文第二章折扣策略可以看做是一种价格歧视行为。联系需求弹性，第三章讨论了价格变化对于厂商总收益和总利润的影响。欲达到总收入和总利润的增大，厂商需考虑自己生产的产品的弹性需求大小，价格变化对于销售收入和利润的影响，对于处于不同的需求弹性区间内的产品是不同的。若是需求弹性大的商品，若价格降低在一定的幅度范围内，总收入和总利润是增加的。在复杂的市场情况下制定折扣促销策略，也要考虑产品的弹性需求。本文分析了返券式的折扣促销策略下的消费者效用情况。设定消费者有计划购买量，且厂商制定超过某一返券点就返券的促销活动，得出若消费者超出计划购买量所获得效用大于返券能再次使用的效用，则消费者愿意增加购买量到返券点，接受厂商的促销方式。又假设了市场为霍特林模型的双头垄断市场，将折扣行为看做是厂商为锁定老顾客、吸引新顾客的转换成本的一种形式，设成参数，加入到利润公式中，推理演算得到均衡价格。最后，选取中国移动通信市场作为垄断企业的实例，阐述了中国移动通信运营商在市场上的垄断竞争现状。结合实际，总结了移动现提供给用户的优惠业务类型。优惠业务推行也是运营商折扣策略的一种体现。优惠力度形式多样，种类繁多，一定程度上提高消费者的转换成本，从而提高用户的持有率，，以保证老用户不变换运营商，继续享受原有服务提供商，并且通过各种业务组合来吸引新的消费者进入市场。文章给出了一些提高转换成本的建议，促使移动的服务更加深入人心，这对于中国移动通信市场的长远发展具有指导意义。
[Abstract]:In order to adapt to the changing market environment and market demand and to safeguard their own interests, enterprises must adopt new competitive strategies to cope with the competition. In the retail market, price is a clear sign of goods, so price competition is inevitable. The essence of price competition is to take price as lever and to participate in market behavior through direct or indirect change of price. The discount promotion behavior of commodity is the concrete manifestation of price competition. The promotion strategy is widely used to open up the market and stimulate the purchase demand of consumers. In real life, the more and more widely used and easy to operate the discount promotion behavior, such as direct price reduction, coupon return, purchase gift and so on. Different discount promotion strategies have different operation methods and implementation processes. This paper introduces different discount promotion methods and compares the characteristics of different discount promotion strategies. Price discount is the behavior of price differentiation aimed at consumers, so the second chapter of this paper can be regarded as a kind of price discrimination. Considering the elasticity of demand, chapter 3 discusses the influence of price change on the total profit and profit of the firm. To achieve the increase of total revenue and total profit, manufacturers should consider the elastic demand of the products they produce, the effect of price change on sales income and profit, and the products in different demand elasticity range. In the case of commodities with high demand elasticity, total revenue and total profits increase if prices fall within a certain range. In the complex market situation to develop discount promotion strategy, also consider the flexible demand of the product. This paper analyzes the consumer utility of rebate discount promotion strategy. Set the consumer's planned purchase amount, and the manufacturer set up the promotion activities to return the coupon over a certain coupon point. It is concluded that if the consumer exceeds the planned purchase amount to gain more utility than the coupon can be reused, Then the consumer is willing to increase the amount of purchase to the coupon point, to accept the promotion of manufacturers. Assuming that the market is a duopoly market based on the Hotling model, the discount behavior is regarded as a form of switching cost for the firm to lock in the old customers and attract new customers, which is set up as a parameter and added to the profit formula. The equilibrium price is obtained by inference calculus. Finally, the paper chooses the Chinese mobile communication market as an example to illustrate the current situation of the monopoly competition of the Chinese mobile communication operators in the market. Combined with the actual situation, the paper summarizes the types of preferential services provided by mobile to users. Preferential service implementation is also a reflection of operator discount strategy. The preferential efforts are varied in form and variety. To a certain extent, the conversion costs of consumers are increased, thereby increasing the holding rate of users, so as to ensure that old users do not change their operators and continue to enjoy the original service providers. And through various business combinations to attract new consumers into the market. In this paper, some suggestions are given to improve the cost of conversion, which will make the mobile services more popular, which has a guiding significance for the long-term development of China's mobile communication market.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F626;F274

【参考文献】