第五章 产品定价与登企业策略.pptVIP

第五章 产品定价与企业策略 在静态垄断和动态竞争并存的市场格局下，厂商进行价值创造，但价值创造不等于实现盈利。要想完成从价值创造到价值获取的过程，厂商需通过市场竞争。 产品和服务的差别化构成了厂商在高度趋同化的电子交易市场上竞争的基础之一。无论是水平的差别化竞争还是垂直的差别化竞争，厂商都力图将自身的产品与其他竞争产品区别，以此来赢得消费者的注意力而获得盈利基础。 网络经济下厂商的市场价格竞争的主要表现是价格歧视。但若想成功地实施价格歧视策略，必需满足一定的条件。一般来说，企业在实施价格歧视时往往会综合利用三类价格歧视来追求利润最大化的目标。在具体实施时，还会包括更为复杂的两段收费、捆绑等策略。 除了厂商之间的竞争，买方和卖方之间也会产生竞争。这主要体现在属于非价格竞争的锁定策略上。在网络经济下，购买者和销售者都有各自的所锁定策略。这两种策略相互对立、相互协调。 在网络经济下，厂商竞争的焦点之一就是如何让自己的产品成为标准以便在正反馈的作用过程中得到利润最大化。因此，网络经济下的厂商之间会展开标准之战，在位厂商会利用标准竞争策略维护自己的市场地位同时也阻止竞争对手的进入；而新进厂商和其他小企业在市场竞争中也会采用各种策略以便能够在竞争中立足，寻求突破临界容量的机会。 The manufacturers create value in the competitive monopoly market structure. But value creation is not equal profits. To complete the process from value creation to value acquisition, firms need to adopt market competition. Differentiate products and services constitute one of the bases of manufacturers’ competition in the electronic trading market. Whether in horizontal differentiation competition or in vertical differentiation competition, in order to win consumer attention and access to earnings base, manufacturers are trying to own different products from competitors’ products. Price competition between the companies in network economy is mainly price discrimination(歧视). It’s required to meet certain conditions to successfully implement price discrimination strategies. In general, To pursue profit maximization ,enterprises will comprehensively utilize three types of price discrimination. In the specific implementation, price discrimination strategies also include the more complex strategies ,for example the two-part Tariff(两段收费)and bundling strategy. In addition to competition between manufacturers, the seller will also compete with the buyer. It is the lock strategy which is a non-price competition strategy. In network economy, buyers and sellers have their own lock strategy. These two strategies oppose each other and support each other. In network economy, the focus of manufacturers’ competitio