ch3 价格与竞争策略.pptVIP

* * * * * * * * * * * * * * 应对价格竞争的竞争性战略 防御 情况 竞争对手的竞争优势强、回应成本低 目的 不是将竞争者赶出市场 而是让竞争者知难而退 * 内容 竞争与定价 定价与博弈 对价格竞争的反应 应对价格战的竞争性战略 管理竞争性信息 * 管理竞争性信息 收集和评价信息 目的 迅速对投机者的降价行为做出反应 限制代理商操纵价格的能力 方式 销售人员和销售经理 忠诚顾客 分销商 商会和其他组织 * 管理竞争性信息 有选择地公开信息 目的 防止整个行业受损 使竞争对手了解公司的意图、生产能力和未来计划 预先观察竞争者的反应 * 管理竞争性信息 提前公告提价 目的 使竞争者有时间分析提价的利弊 有机会撤回提价计划 * 管理竞争性信息 显示防御的愿望和能力 目的 提前显示防御对策，威慑对方 竞争对手开始降价后显示，给予竞争对手警示 * 管理竞争性信息 利用信息使竞争者退却 注意法律的约束 宣传方式 报纸、年度会议、报告、公布的价格单 向顾客宣传 * 何时才应进行价格战？ 如果公司已有或可以通过低价战略创造绝对的增量成本优势， 竞争者可能就没有能力抗衡它的减价 沃尔玛、戴尔、西南航空公司 如果公司的产品只能够吸引竞争对手的一小部分消费者 管理者就可能合理的推断：竞争对手不会对威胁做出反应 如果公司能够通过销售辅助产品来弥补市场上的销售损失 微软 在某些情况下，价格竞争可以扩张整个市场，行业利润提仍将提高。 * * * * * * * * * * * * * * * * Topic: Managing Competitive Interactions Learning Objectives This slide is intended to be the introductory slide to the competitive game, “Win as Much as You Can”. It Illustrates how even well informed managers can make decisions that sub-optimize profits in the midst of competitive pricing interactions Teaching Recommendations Competitive pricing strategy is one of those critically important topics which, unfortunately, is distant enough from the experience of many students that it can easily slip past them unappreciated. A suggested approach for teaching this section, which draws students in as active participants in the competitive process, is based on game theory principles and begins with discussion of a simple competitive game called Win as Much as You Can. The game is based on game theory. Instructors who do not wish to invest the time to actually play the game can merely describe it and move directly to a discussion of the competitive behavior. However, allowing students to actually participate in the game generates enthusiasm for the remaining discussion. To play the game, the class should be divided into groups, consisting of one referee and two teams of two or three players each. The more groups you form the better, as this increases the chance of getting a greater variety of examples of the dif