中国彩电行业价格战与价格同盟研究

发布时间：2018-03-07 14:40

本文选题：彩电行业　切入点：价格战　出处：《天津商业大学》2014年硕士论文　论文类型：学位论文

【摘要】：中国彩电业从上世纪90年代开始频繁出现价格战。彩电业典型的价格战与价格同盟引起了人们的广泛关注。人们开始从产品差别、产业生命周期、市场集中度、厂商的生产规模、企业的进入与退出壁垒、企业相互市场势力等不同角度来分析价格战产生原因。本文首先介绍了20世纪80年代末开始的中国彩电行业的价格战和价格同盟状况。其次在中国彩电行业制度背景下建立相关的价格同盟理论模型，并利用该模型分析讨论彩电行业的价格战行为。借鉴和吸收合并前人的研究成果。本文所建立的家电行业价格同盟理论模型依据是Green-Porter模型，该模型是在同质产品和单期博弈的基础上研究合谋集团的内部稳定性和外部稳定性条件。依据《产品差异化、价格战与合谋》理论研究与参数模拟相结合的方法，在中国彩电行业制度背景的前提下建立该行业价格同盟条件下的理论模型，并利用该模型分析彩电行业行为。全文共分为五章。第一章主要介绍了本论文的研究背景和意义、对国外相关的文献研究进行了综述，并对研究此项课题的意义进行评述，探讨了本文的研究方法和思路。第二章论述了中国彩电行业存在价格同盟和频繁爆发价格战的产业背景。本章先阐述了中国彩电行业的总体发展状况，又概述了中国彩电行业价格战与价格同盟的状况。第三章给出了一般卡特尔的基本理论。本章阐述了价格卡特尔产生的原因、价格卡特尔的不稳定性，并从合谋重复作用角度分析价格卡特尔。第四章给出了基于中国彩电行业价格战和价格同盟的模型分析。本章先从产品同质化和产品差异化两个角度概述关于价格战与价格同盟的经典模型，然后再根据中国彩电行业的行业背景，依据经典模型构建适合的模型，，从产品差异化、价格战与合谋角度出发，来研究中国彩电行业价格战爆发的原因。第五章是结论与政策建议。本章首先从产品差异化角度给出合谋破裂的原因。其次从我国现阶段彩电行业发展状况出发，给予相关的政策建议。企业应通过自主技术创新扩大产品差别程度,从而有意识地避免价格竞争所带来的产业冲突问题,这也许是避免价格战的正确策略。企业可加大对核心技术的研发,不断推出新产品或高档产品,以产品的更新换代来转移消费者对价格的注意力。企业可加大对核心关键技术的研发,在技术能力高度化的基础上,以垂直差别化为手段,不断通过推出高档次的新产品,在消费者心中形成档次高低不同的产品序列,刺激消费者对更高质量产品的追求。
[Abstract]:Since -10s, there have been frequent price wars in the color TV industry in China. The typical price wars and price alliances in the color TV industry have aroused widespread concern. People begin to focus on product differences, industry life cycle, and market concentration. The reasons of price war are analyzed from different angles, such as the scale of production, the barriers to entry and exit of enterprises, and the mutual market forces of enterprises. This paper first introduces the price war and price alliance of the color TV industry in China since the end of 1980s, and then establishes the relevant price alliance theory model under the background of the Chinese color TV industry system. The model is used to analyze and discuss the price war behavior of color TV industry. The theoretical model of price alliance in home appliance industry is based on Green-Porter model. This model is based on the homogeneous product and single-period game to study the internal and external stability conditions of collusion group. According to the theory of "product differentiation, price war and collusion" and the method of parameter simulation, the model is based on the theory of "product differentiation, price war and collusion". Under the background of Chinese color TV industry system, the theoretical model under the condition of price alliance is established, and the model is used to analyze the behavior of color TV industry. The first chapter mainly introduces the research background and significance of this paper, summarizes the relevant literature research abroad, and comments on the significance of the research. The second chapter discusses the industrial background of the price alliance and frequent price wars in China's color TV industry. This chapter first describes the overall development of China's color TV industry. Chapter three gives the basic theory of the general cartel. This chapter expounds the reason of the price cartel, the instability of the price cartel. The price cartel is analyzed from the angle of collusion and repetition. Chapter 4th gives the model analysis of price war and price alliance based on Chinese color TV industry. This chapter first summarizes the price from two angles of product homogeneity and product differentiation. The classic model of war and price alliance, Then according to the industry background of China's color TV industry, according to the classical model to build a suitable model, from the product differentiation, price war and collusion point of view, Chapter 5th is the conclusion and policy suggestion. Firstly, this chapter gives the reasons of collusion from the perspective of product differentiation. Secondly, from the current situation of the development of color TV industry in China, Enterprises should expand the degree of product differentiation through independent technological innovation so as to consciously avoid industrial conflicts caused by price competition. This may be the right strategy to avoid a price war. Companies can increase their research and development of core technologies and keep rolling out new or upscale products. Enterprises can increase the research and development of the core key technologies and, on the basis of the high level of technical capability, use vertical differentiation as a means to continuously introduce high-grade new products. In the minds of consumers the formation of different levels of product sequence, stimulate consumers to the pursuit of higher quality products.
【学位授予单位】：天津商业大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.6;F274

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