大型超市“保证最低价”的效应分析

“保证最低价”是商业企业在市场竞争中经常运用的竞争策略。本文将家乐福和欧尚两家大型超市“保证最低价”的策略行为界定为企业间一种默契式的价格协调行为。通过市场调查和博弈分析,我们得出在价格效应上“保证最低价将形成统一低价”的结论。并进一步分析了这一策略行为对两家企业自身、对超市业以及对社会福利等方面的影响,进而提出了政策建议。

The Strategic Impact of "the Guaranted Lowest Price"

"The guaranted lowest price" is a kind of frequent competition strategy of the commercial department in the market competition.This article limits the strategic behavior of carrefour and auchan to "guaranteed lowest price".Through the market investigation and the game analysis,we draw the conclusion that"the guaranteed lowest price" will form the same lowest price in the price effect.And further we analyzed this strategyic behavior how to influence the two enterprises themselves,the supermarket industry as well as social welfare.Then we proposed the government should not intervene this kind of strategic behavior.