本文選題：價(jià)格競(jìng)爭(zhēng) + 折扣促銷��； 參考：《首都經(jīng)濟(jì)貿(mào)易大學(xué)》2014年碩士論文

【摘要】：生存在競(jìng)爭(zhēng)不斷激烈的市場(chǎng)中，企業(yè)為適應(yīng)變化多端的市場(chǎng)環(huán)境和市場(chǎng)需求，為維護(hù)自身利益需要，必須采取使用新的競(jìng)爭(zhēng)策略來(lái)應(yīng)對(duì)競(jìng)爭(zhēng)。在零售市場(chǎng)上，價(jià)格是商品的明顯標(biāo)志，因此價(jià)格競(jìng)爭(zhēng)是不可避免的。價(jià)格競(jìng)爭(zhēng)的實(shí)質(zhì)上就是以價(jià)格為杠桿，通過(guò)價(jià)格的直接變化或間接變化來(lái)參與市場(chǎng)行為的一種競(jìng)爭(zhēng)手段。商品的折扣促銷行為是價(jià)格競(jìng)爭(zhēng)的具體表現(xiàn)形式。企業(yè)廣泛使用促銷策略來(lái)開(kāi)拓市場(chǎng)，刺激消費(fèi)者的購(gòu)買需求�，F(xiàn)實(shí)生活中，被經(jīng)營(yíng)方越來(lái)越廣泛使用并操作起來(lái)簡(jiǎn)便的折扣促銷行為有直接降價(jià)、返券、買贈(zèng)等。 不同的折扣促銷策略有不同的操作方法和實(shí)施過(guò)程，本文介紹了不同的折扣促銷方式，并對(duì)各種方式的特點(diǎn)進(jìn)行了對(duì)比。價(jià)格折扣是針對(duì)消費(fèi)者提出的價(jià)格差異化的行為，所以本文第二章折扣策略可以看做是一種價(jià)格歧視行為。 聯(lián)系需求彈性，第三章討論了價(jià)格變化對(duì)于廠商總收益和總利潤(rùn)的影響。欲達(dá)到總收入和總利潤(rùn)的增大，廠商需考慮自己生產(chǎn)的產(chǎn)品的彈性需求大小，價(jià)格變化對(duì)于銷售收入和利潤(rùn)的影響，對(duì)于處于不同的需求彈性區(qū)間內(nèi)的產(chǎn)品是不同的。若是需求彈性大的商品，若價(jià)格降低在一定的幅度范圍內(nèi)，總收入和總利潤(rùn)是增加的。在復(fù)雜的市場(chǎng)情況下制定折扣促銷策略，也要考慮產(chǎn)品的彈性需求。 本文分析了返券式的折扣促銷策略下的消費(fèi)者效用情況。設(shè)定消費(fèi)者有計(jì)劃購(gòu)買量，且廠商制定超過(guò)某一返券點(diǎn)就返券的促銷活動(dòng)，得出若消費(fèi)者超出計(jì)劃購(gòu)買量所獲得效用大于返券能再次使用的效用，則消費(fèi)者愿意增加購(gòu)買量到返券點(diǎn)，接受廠商的促銷方式。又假設(shè)了市場(chǎng)為霍特林模型的雙頭壟斷市場(chǎng)，將折扣行為看做是廠商為鎖定老顧客、吸引新顧客的轉(zhuǎn)換成本的一種形式，設(shè)成參數(shù)，加入到利潤(rùn)公式中，推理演算得到均衡價(jià)格。 最后，選取中國(guó)移動(dòng)通信市場(chǎng)作為壟斷企業(yè)的實(shí)例，闡述了中國(guó)移動(dòng)通信運(yùn)營(yíng)商在市場(chǎng)上的壟斷競(jìng)爭(zhēng)現(xiàn)狀。結(jié)合實(shí)際，總結(jié)了移動(dòng)現(xiàn)提供給用戶的優(yōu)惠業(yè)務(wù)類型。優(yōu)惠業(yè)務(wù)推行也是運(yùn)營(yíng)商折扣策略的一種體現(xiàn)。優(yōu)惠力度形式多樣，種類繁多，一定程度上提高消費(fèi)者的轉(zhuǎn)換成本，從而提高用戶的持有率，，以保證老用戶不變換運(yùn)營(yíng)商，繼續(xù)享受原有服務(wù)提供商，并且通過(guò)各種業(yè)務(wù)組合來(lái)吸引新的消費(fèi)者進(jìn)入市場(chǎng)。文章給出了一些提高轉(zhuǎn)換成本的建議，促使移動(dòng)的服務(wù)更加深入人心，這對(duì)于中國(guó)移動(dòng)通信市場(chǎng)的長(zhǎng)遠(yuǎn)發(fā)展具有指導(dǎo)意義。
[Abstract]:In order to adapt to the changing market environment and market demand and to safeguard their own interests, enterprises must adopt new competitive strategies to cope with the competition. In the retail market, price is a clear sign of goods, so price competition is inevitable. The essence of price competition is to take price as lever and to participate in market behavior through direct or indirect change of price. The discount promotion behavior of commodity is the concrete manifestation of price competition. The promotion strategy is widely used to open up the market and stimulate the purchase demand of consumers. In real life, the more and more widely used and easy to operate the discount promotion behavior, such as direct price reduction, coupon return, purchase gift and so on. Different discount promotion strategies have different operation methods and implementation processes. This paper introduces different discount promotion methods and compares the characteristics of different discount promotion strategies. Price discount is the behavior of price differentiation aimed at consumers, so the second chapter of this paper can be regarded as a kind of price discrimination. Considering the elasticity of demand, chapter 3 discusses the influence of price change on the total profit and profit of the firm. To achieve the increase of total revenue and total profit, manufacturers should consider the elastic demand of the products they produce, the effect of price change on sales income and profit, and the products in different demand elasticity range. In the case of commodities with high demand elasticity, total revenue and total profits increase if prices fall within a certain range. In the complex market situation to develop discount promotion strategy, also consider the flexible demand of the product. This paper analyzes the consumer utility of rebate discount promotion strategy. Set the consumer's planned purchase amount, and the manufacturer set up the promotion activities to return the coupon over a certain coupon point. It is concluded that if the consumer exceeds the planned purchase amount to gain more utility than the coupon can be reused, Then the consumer is willing to increase the amount of purchase to the coupon point, to accept the promotion of manufacturers. Assuming that the market is a duopoly market based on the Hotling model, the discount behavior is regarded as a form of switching cost for the firm to lock in the old customers and attract new customers, which is set up as a parameter and added to the profit formula. The equilibrium price is obtained by inference calculus. Finally, the paper chooses the Chinese mobile communication market as an example to illustrate the current situation of the monopoly competition of the Chinese mobile communication operators in the market. Combined with the actual situation, the paper summarizes the types of preferential services provided by mobile to users. Preferential service implementation is also a reflection of operator discount strategy. The preferential efforts are varied in form and variety. To a certain extent, the conversion costs of consumers are increased, thereby increasing the holding rate of users, so as to ensure that old users do not change their operators and continue to enjoy the original service providers. And through various business combinations to attract new consumers into the market. In this paper, some suggestions are given to improve the cost of conversion, which will make the mobile services more popular, which has a guiding significance for the long-term development of China's mobile communication market.
【學(xué)位授予單位】：首都經(jīng)濟(jì)貿(mào)易大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F626;F274

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本文編號(hào)：1858600