零售企业如何走出价格战途径探险.docVIP

摘 要 由美国次贷危机引发的全球金融海啸，携其巨大破坏力登陆中国。金融领域的衰退进一步引发了实体经济的竞争加剧。零售业处在实体经济的最底端，直接接触终端消费者，它所面临的竞争压力也越来越大大。零售企业为了早日摆脱困境，加大竞争力度争取有限的市场份额和销售规模。价格战在这个特定时期又死灰复燃，价格竞争是把双刃剑。提高企业市场份额的同时，持续的恶性价格竞争也给零售企业已及零售业市场带来危害。 从理论上深入分析零售企业价格竞争行为的成因,并找出其具体对策,具有极为重要的现实意义。本文对目前我国零售市场的竞争形式做了一定阐述，介绍了目前零售企业普遍采用的价格竞争形式。重点分析了价格战的利弊以及价格战形成的原因，阐述持续的价格战是不利于企业的长久发展，以及着重从理论与实际当中寻找恶性价格战所带来的种种危害和破坏力；进行价格战产生的理论分析的同时，也会重点讨论零售企业应对金融危机下竞争加剧的对策。如何走出价格战的囹圄，以及零售企业应该选择非价格策略来应对各方面的竞争将是本文讨论的重点内容。 【关键词】零售业 价格战 竞争优势 Abstract By the U.S. sub-loan crisis of the global financial tsunami, with its great destructive power in China. Further decline in the financial sector led to increasing competition in the real economy. Retail in the bottom of the real economy, direct contact with end consumers, it faces increasing competitive pressure significantly. Retail business at an early date in order to shake off the dilemma, increased competition for the limited market share and sales. Price war and the resurgence of this particular period, price competition is a double-edged sword. Market share increase at the same time, continuing the vicious price competition to the retail business and retail market has been adversely affected. Theoretically-depth analysis of retail enterprise of the causes of price competition, and find out the specific measures, an extremely important practical significance.In this paper, Chinas retail market to do some of the form on the current retail price of commonly used forms of competition. Focused on analyzing the pros and cons of a price war, as well as the reasons for the formation of a price war on the ongoing price war is not conducive to long-term development of enterprises, as well as focusing on the theory and practice to find price campaign brought about the harm and damage; price war generated by the theoretical analysis will also focus on the retail enterprise to deal with increasing competition in the financial crisis response. How to get out of prison a price war, as well as the retail bu