本文選題：高速鐵路 + 均衡理論��； 參考：《會計之友》2017年12期

【摘要】：我國高速鐵路目前的營銷模式較為單一,不能根據(jù)市場細(xì)分及時進行調(diào)整,影響了高鐵企業(yè)收益和社會效益。文章采用微觀經(jīng)濟學(xué)企業(yè)利益與社會福利均衡理論,通過定性和定量研究,建立了基于高鐵企業(yè)利益和社會福利均衡條件下單位營銷投入變動的優(yōu)化取值模型,分析了單位營銷投入變動和需求價格彈性之間的關(guān)系,指出應(yīng)根據(jù)不同運營目標(biāo)采取不同的營銷策略:當(dāng)追求社會福利最大化時,企業(yè)應(yīng)實行無差異營銷策略;當(dāng)追求企業(yè)利益最大化時,企業(yè)應(yīng)實行差異化營銷策略。根據(jù)不同需求價格彈性采取不同的營銷方案,對于我國高鐵營銷具有實際指導(dǎo)意義。
[Abstract]:The current marketing mode of China's high speed railway is relatively simple, which can not be adjusted in time according to the market segmentation, which affects the income and social benefits of the high speed railway enterprises. The article adopts the theory of microeconomics enterprise interest and social welfare equilibrium, through qualitative and quantitative research, establishes a single basis on the conditions of the interests of the high speed rail enterprises and the equilibrium of social welfare. The relationship between the change of unit marketing input and the elasticity of demand and price is analyzed. It is pointed out that different marketing strategies should be taken according to the different operating objectives: when the pursuit of social welfare is maximized, the enterprise should implement the non difference marketing strategy; when the pursuit of the maximization of the interests of the enterprise, the enterprise should carry out the difference. Dissimilation marketing strategy. According to different demand price elasticity, adopting different marketing schemes has practical guiding significance for China's high-speed rail marketing.
【作者單位】： 南京航空航天大學(xué)民航學(xué)院;內(nèi)蒙古科技大學(xué);天津大學(xué)管理與經(jīng)濟學(xué)部;
【基金】：內(nèi)蒙古自然科學(xué)基金項目“內(nèi)蒙古航空業(yè)和高鐵的博弈研究”(2011MS0720)、“基于呼包高鐵實證的內(nèi)蒙古高鐵定價機制研究”(2016MS0723)
【分類號】：F274;F532.8
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本文編號：2080809