价格战的效应和企业的应对策略研究

价格战主要存在于寡头垄断行业。从价格战的福利效应看,价格战虽然可能使行业效率提高和消费者剩余增加,但会导致企业利润受损。从价格战的溢出效应看,价格战破坏了行业的正常竞争秩序,并影响了企业的技术开发。企业可采取多种策略应对价格战。“战略承诺”策略可威慑竞争者而使其不敢降价。“清理门户”策略可取得主动权,达到消灭游兵散勇的目的。“平整比赛场地”策略力争站在市场竞争的有利的位置上,避免行业内的无序竞争。产品差异化策略则可避免参与价格的恶性竞争。

Effects of Price War and Strategies of Enterprises against the Price War

The price war must be in the oligopolistic markets. From the welfare effect, although the price war will increase the profession's efficiency and consumer surplus, it will cause the losses of the enterprise's profits. From the overflowing effect, the price war will break the enterprise's normal competition order and affect the enterprise's technique development. In order to deal with the price war, the enterprise can adopt "strategy promise" strategy, "leveling the competition area" strategy, "tidying up the gate" strategy and product differentiation strategy.