浅议如何走出价格战.docVIP

PAGE PAGE 8 浅议如何走出价格战 目录 摘要……………………………………………………………………………………2 绪论……………………………………………………………………………………4 价格战与囚徒困境的关联………………………………………………………4 （一）、什么是价格战及其产生的原因…………………………………………4 （二）、博弈论的基本概念..……………………………………………………..4 （三）、对价格战基于囚徒困境的理论分析……………………………………5 二、走出价格战策略的探讨…………………………………………………………6 （一）、细分目标市场……………………………………………………………6 （二）、差异化竞争策略…………………………………………………………6 （三）、建立战略联盟策略………………………………………………………7 （四）、灵活的价格手段…………………………………………………………7 （五）、创造品牌效应策略………………………………………………………7 三、结论………………………………………………………………………………8 参考文献 ……………………………………………………………………………..8 摘要 在二十世纪后半叶，博弈论已经发展成为经济和社会理论的基本演算法。传统价格理论是建立在市场结构之上的，经济学家利用博弈论来计算超越市场结构的制度和经济体系中的竞争激励。“囚徒困境”是博弈论中非常有名的范例。在许多不同的情况中我们都能发现囚徒困境的影子。包括寡头定价、拍卖出价、推销员的努力、政治上的讨价还价和军事竞赛等。现在通过降价争夺市场是市场竞争中非常普遍的行为,但削价竞争并不一定是成功的策略，因为一个厂商的削价竞争可能引发恶性竞争。不仅不能扩大市场，反而会白白的降低利润。企业之间的价格战将导致双方都陷入“囚徒困境”的艰难处境，双方利益均遭到了损害，让双方取得了与初衷完全相反的结果。价格竞争只是市场竞争的初级阶段，关键在于如何根据自身的资源，以及所处的环境，采取有效的措施使企业在竞争中得以生存与发展。企业内部的核心价值才是衡量企业竞争力的重要手段，因此，企业只有不断培育核心竞争力，提升市场价值，才能在未来的价格竞争中占据优势地位。 关键词： 价格战 博弈论 策略 Abstract In the second of the twentieth century, game theory has developed into a fundamental calculus for economic and social theory. Traditional price theory is based on the market structure of above, economists use game theory to calculate beyond the market structure of system and economic system in the competitive. The prisoners dilemma in game theory is very famous examples. In many different situations, we can find the shadow of the prisoners dilemma. Including oligarchs pricing, auction bid, salesman of hard work, political bargaining and military competition, etc. Now through price cut for market is the market competition is common behavior, but price wars is not necessarily successful strategy, because a manufacturers price wars could cause of vicious competition. Not only cant expand the market, it will reduce the white profits. Enterprise between the price of fights lead to both parties are involved in the prisoners dilemma difficult situation, for both parties by the damage are, let both