本文選題：競爭 + 平板電視��； 參考：《西南財經(jīng)大學(xué)》2013年碩士論文

【摘要】：平板電視行業(yè)是家用電器行業(yè)的重要分支,而我國是家用電器的消費大國,國家統(tǒng)計局數(shù)據(jù)顯示,2012年家用電器行業(yè)總產(chǎn)值達一萬兩千億元,較上年增長10%,而平板電視國內(nèi)銷售額接近1500億元,平板電視行業(yè)在促進我國經(jīng)濟發(fā)展方面作用越來越明顯。 參閱了相關(guān)文章,從家電產(chǎn)業(yè)發(fā)展歷史可以看出,在1995年以后,中國家電業(yè)相繼都出現(xiàn)了生產(chǎn)能力過剩的情況,不論是彩電行業(yè)、空調(diào)行業(yè)還是冰箱行業(yè)都面臨著嚴(yán)重的產(chǎn)能過剩問題。但并不是所有行業(yè)都發(fā)生價格戰(zhàn)。在1998年,冰箱行業(yè)生產(chǎn)過剩遠比彩電行業(yè)嚴(yán)重,但是冰箱行業(yè)卻沒有爆發(fā)價格戰(zhàn),由此可見價格競爭并不是由單一的原因引起。市場集中度、生產(chǎn)能力過剩、規(guī)模經(jīng)濟、產(chǎn)品生命周期、需求價格彈性、技術(shù)創(chuàng)新等因素都影響價格的變化。CRT時期彩電行業(yè)惡性價格戰(zhàn)不斷,不僅影響企業(yè)的利潤,同樣對消費者消費信心有所打擊,嚴(yán)重阻礙著中國彩電行業(yè)的發(fā)展。 2003年我國平板電視行業(yè)剛起步,經(jīng)過十年快速的發(fā)展如今已經(jīng)進入平板電視時代。2012年國內(nèi)平板電視產(chǎn)量達一億多萬臺,國內(nèi)銷量4200萬臺,出口5700萬臺,無論在國內(nèi)市場還是在國際市場銷量全面超過日本,取得了巨大的成績。這得益于近幾年國內(nèi)電視企業(yè)不斷加大技術(shù)投入,產(chǎn)品差異化提高,但是由于中高端液晶面板仍受制于日韓等企業(yè),國內(nèi)平板電視企業(yè)想要真正在國際市場立足,還需要政府的大力支持。韓國的三星、LG,日本的夏普、索尼、松下等企業(yè)成為世界平板電視行業(yè)的龍頭,并不僅僅靠這些企業(yè)的自身發(fā)展。日本很早就把發(fā)展光電子上升為“國家發(fā)展戰(zhàn)略”,極大的促進了新型平板顯示器的發(fā)展,韓國政府制訂了發(fā)展液晶產(chǎn)業(yè)的專門政策“平板顯示器產(chǎn)業(yè)發(fā)展計劃”。在CRT傳統(tǒng)電視時期,整個行業(yè)惡性價格戰(zhàn)不斷,各大企業(yè)利潤微薄,技術(shù)投入?yún)T乏,導(dǎo)致產(chǎn)品趨同,成本相近,價格戰(zhàn)愈演愈烈。伴隨著CRT時代的結(jié)束,各大廠商間的惡性價格戰(zhàn)也逐漸消失。電視行業(yè)的哪些特性容易導(dǎo)致持久價格戰(zhàn),現(xiàn)在平板電視行業(yè)會不會面臨新的惡性價格戰(zhàn)?如何避免新的價格戰(zhàn),我國平板電視行業(yè)應(yīng)該如何發(fā)展,這些都是本文研究的問題。 本文的研究目的是就是為了避免平板電視行業(yè)像傳統(tǒng)CRT電視時期發(fā)生惡性價格競爭,從形成機理方面研究價格競爭。本文研究各種產(chǎn)業(yè)特征對價格競爭的影響,并解釋他們與價格競爭之間的相互關(guān)系。分析傳統(tǒng)CRT惡性價格戰(zhàn)形成原因,并通過模型分析當(dāng)前平板電視時期會不會發(fā)生惡性價格戰(zhàn),對我國平板電視產(chǎn)業(yè)的發(fā)展從行業(yè)自身和政府規(guī)制兩個角度來提出建議,希望我國平板電視行業(yè)健康穩(wěn)步發(fā)展,在世界平板電視行業(yè)中占有一席之地。 本文首先介紹了我國平板電視行業(yè)發(fā)展的基本狀況,運用波特五力模型分析了當(dāng)前行業(yè)競爭現(xiàn)狀,分析了重點企業(yè)經(jīng)營狀況和發(fā)展戰(zhàn)略等。然后從產(chǎn)品生命周期、市場集中度、需求價格彈性、產(chǎn)品差別、生產(chǎn)能力、進入退出壁壘等行業(yè)特性方面分析這些行業(yè)特性與價格競爭的關(guān)系,并用實證分析這些行業(yè)特性對價格的影響,通過與CRT時期對比,得出近期不會發(fā)生惡性價格競爭,但是由于技術(shù)進步的影響,平板電視價格會合理下降的結(jié)論。最后,提出企業(yè)自身應(yīng)該不斷加大技術(shù)投入,開拓新的市場,重視市場調(diào)研,設(shè)計出符合市場需求的產(chǎn)品等建議。而政府要加強上游產(chǎn)業(yè)鏈反壟斷,行業(yè)協(xié)會要預(yù)防國外反傾銷調(diào)查,切實維護國內(nèi)企業(yè)利益；同時政府要加強廢舊電器回收等社會性規(guī)制,促進我國平板電視產(chǎn)業(yè)綠色發(fā)展。
[Abstract]:The flat TV industry is an important branch of the household electrical appliance industry, and China is a big consumer of household appliances. The National Statistics Bureau data shows that the total output value of the household appliance industry reached one trillion and two hundred billion yuan in 2012, up 10% from the previous year, while the domestic sales of flat TV was close to 150 billion yuan, and the flat TV industry was promoting the economic development of our country. It's becoming more and more obvious.
Referring to the relevant articles, it can be seen from the history of the development of the household electrical appliance industry that after 1995, China's household electrical appliances industry has appeared in the situation of surplus production capacity. Both the color TV industry, the air conditioning industry and the refrigerator industry are facing a serious problem of overcapacity. But not all industries have a price war. In 1998, the refrigerator industry The excess production is far more serious than the color TV industry, but there is no price war in the refrigerator industry. It can be seen that the price competition is not caused by a single reason. Market concentration, surplus production capacity, economies of scale, product life cycle, demand price elasticity, technological innovation and other factors all affect the malignant color TV industry in the.CRT period. The constant price war not only affects the profits of enterprises, but also has a blow to consumer confidence, seriously hampering the development of China's color TV industry.
In 2003, China's flat TV industry has just started. After ten years of rapid development, it has already entered the era of flat TV. The domestic flat TV production has reached about one trillion units in.2012. It has sold 42 million domestic sales and 57 million exports. Great achievements have been made in both domestic and international markets. In recent years, domestic television enterprises have increased their technical input and product differentiation, but because the middle and high end LCD panels are still subject to enterprises such as Japan and South Korea, the domestic flat panel TV enterprises want to truly stand in the international market and need the strong support of the government. South Korea's Samsung, LG, Japanese SHARP, SONY, Panasonic and other enterprises become the world flat. The leader of the television industry not only depends on the self development of these enterprises. The development of the optoelectronics has been raised to the "national development strategy" very early in Japan, which has greatly promoted the development of a new type of flat panel display. The Korean government has formulated a special policy for developing the liquid crystal industry, "the development plan of the flat display device industry". In the CRT traditional TV period, the government of Korea has made a plan for the development of the LCD industry. With the vicious price war in the whole industry, the small profits of the big enterprises and the lack of technical input lead to the convergence of the products, the similar cost and the increasing price war. With the end of the CRT era, the malignant price war between the big factories is gradually disappearing. What features of the TV industry can lead to the persistent price war, now the flat TV industry will not Facing the new vicious price war? How to avoid the new price war and how to develop the flat panel TV industry in China?
The purpose of this study is to avoid the vicious price competition in the traditional CRT TV industry and to study the price competition from the formation mechanism. This paper studies the impact of various industrial characteristics on the price competition, and explains the relationship between them and the price competition. The reasons for the formation of the traditional CRT price war are analyzed. And through the model analysis of the current stage of flat television will not take place in the vicious price war, the development of China's flat TV industry from the industry itself and government regulation two angles to put forward suggestions, hope that China's flat TV industry is healthy and steady development, in the world flat television industry occupies a place.
This paper first introduces the basic situation of the development of China's flat TV industry, analyzes the current situation of competition in the industry by using the Potter five force model, analyzes the management status and development strategy of the key enterprises, and then from the product life cycle, market concentration, demand price elasticity, product difference, production capacity, and entry barriers and other industry characteristics. Analysis of the relationship between the characteristics of these industries and price competition, and the empirical analysis of the impact of these industry characteristics on the price, through the comparison with the CRT period, it is concluded that there will be no vicious price competition in the near future, but the price of flat TV will decrease reasonably due to the influence of technological progress. Finally, it is suggested that the enterprise itself should increase continuously. The government should strengthen the anti monopoly of the upstream industrial chain, the industry association should prevent the anti-dumping investigation of the foreign countries and effectively safeguard the interests of the domestic enterprises. At the same time, the government should strengthen the social regulation of the recycling of waste electric appliances and so on, and promote the flat panel TV in China. The industry is green.
【學(xué)位授予單位】：西南財經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F426.6

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