价格战在寡头垄断市场—透视来自中国

论文摘要

本篇论文所探讨的是寡占市场中价格战争的特殊现象.寡占市场具有对手在战略上相互依赖的特性,因此我们论文中列举数个基本寡占模型来描述这些市场中的竞争特质.论文特别描述公司理论上可以如何合作以便避免价格战的后果.论文紧接的探讨几个可能引发价格战的因素.这些影响因素来自本篇所介绍的工业经济模型以及从实际观察中.这些因素包括来自政府的干预,市场的内部条件,客户的行为以及公司本身的特质.这些因素可以说明为什么价格战比较有可能在某一种特定的商业环境中发生并且在某些特定的条件下成为有益的战略工具.从中国的角度观察可以体验,为什么不同的先决条件会让已成熟的西方市场比较偏向避免价格战,而蓬勃的发展中经济反而比较欢迎价格战的发生.就在西方市场中价格战不受欢迎的同时,在许多中国公司的心目中它们却是一种合理而有效的商业战略.在中国的管理人员在自己的专业生涯中似乎迟早都会遇到价格战争.因此本篇论文汇整应对价格战的整体管理原则并且为管理人员提供中国特殊环境的概况描述.管理人员首先必须熟悉以及分析战场.接着,他们可以试图在价格战开打之前终止它,或者自己先引爆价格战,或者以避免直接的价格竞争来保卫自己的市占率,以及以还击的方式来捍卫自己的市场占有率或后退.这篇论文中所提出来的几项观察与分析最后应用在一桩专案分析来描述一家中国公司如何在高度竞争的市场中研拟自己的价格战的战略.

论文目录

• Table of Figures
• Table of Mathematical Symbols
• Abstract in Chinese
• Abstract in English
• 1 Introduction
• 2 Economic Foundations of Price Wars - Simple Oligopoly Models
• 2.1 Assumptions of Economic Oligopoly Models
• 2.1.1 Oligopolistic Markets
• 2.1.2 Price and Quantity Competition
• 2.1.3 Product Differentiation
• 2.1.4 Cooperation among Firms
• 2.1.5 Market Equilibrium
• 2.2 Homogeneous Oligopoly
• 2.2.1 Cournot Competition
• 2.2.2 Bertrand Competition
• 2.2.3 Stackelberg's Model of Market Leadership
• 2.3 Heterogeneous Oligopoly
• 2.3.1 Hotelling's Model of Localized Competition
• 2.3.2 Chamberlain's Model of Non-Localized Competition
• 3. How Firms Avoid Price Wars by Cooperating with Each Other
• 3.1 Static Stability of Cooperation
• 3.2 Dynamic Stability of Cooperation
• 3.3 Why Cooperation Fails and Price Wars Emerge
• 4. Influence Factors on the Likelihood of Price Wars
• 4.1 Government Intervention
• 4.1.1 Competition Policy and Anti Trust Policy
• 4.1.2 Competition Policy and Industrial Policy
• 4.2 Market Conditions
• 4.2.1 Market Concentration, Industry Size and Structure
• 4.2.2 Market Growth
• 4.2.3 Barriers to Entry and Exit
• 4.2.4 Strategic Variable in the Market: Price versus Quantity
• 4.2.5 Capacity Constraints in the Market
• 4.2.6 Degree of Product Differentiation in the Market
• 4.2.7 Asymmetric Time Preferences in the Market
• 4.2.8 Heterogeneous Production Costs in the Market
• 4.3 Customer-Related Conditions
• 4.3.1 Price Sensitivity of Market Demand
• 4.3.2 Demand Fluctuations
• 4.3.3 Customer Segments
• 4.4 Firm-Specific Conditions
• 4.4.1 Expectations
• 4.4.2 Time Preference
• 4.4.3 Production Costs
• 4.4.4 Production Capacity
• 4.4.5 Degree of Product Differentiation
• 4.4.6 Product Importance
• 4.4.7 Financial Condition of the Firm
• 5 Management Strategies for Price Wars
• 5.1 Analyze the Battleground
• 5.2 Stop the Price War Before it Starts
• 5.3 Initiate a Price War
• 5.4 Respond to a Price War
• 5.4.1 Protect Your Market Position by Avoiding a Price War
• 5.4.2 Protect Your Market Position by Fighting Back
• 5.4.3 Retreat
• 6 The Case of PPG
• 6.1 Company Description
• 6.2 PPG's Battleground
• 6.3 PPG's Price War Strategy
• 7 Implications for Management
• 8 Implications for Research
• 9 Summary of the Results
• Appendix
• References
• Acknowledgements