基于产品差异化的乘用车产品定价策略研究

我国乘用车市场的产品之间存在三种产品差异，即垂直差异、水平差异和信息差异。垂直差异存在于不同细分市场的产品之间，水平差异存在于同一细分市场的产品之间，而信息差异使得所有产品分为领导产品和跟随产品两大类型。这三种差异的存在使得企业只有根据自身产品的情况合理地制定价格才能实现利润最大化。如果企业的产品是跟随产品，则它应该以同细分市场的领导产品为标杆制定价格。如果企业的产品是领导产品，则它应该与相关细分市场的领导产品保持合理价差。上海大众汽车公司自2001年以来的主要产品的定价行为及效果，验证了该分析框架在现实中的有效性。

Passenger Cars Pricing Strategy Research based on Product Differentiation Theory

There are three kinds of product differences in Chinese passenger car market,namely,the vertical difference,the horizontal difference,and the information difference.Vertical difference mostly exists in the products of different market segments,and horizontal difference mostly exists in the products of the same market segment.Information difference make all products divide into two types,leading products and following products.The existence of product differences ask companies to set the prices according to ...