【正文】 后的商品經(jīng)濟(jì)甚至自然經(jīng)濟(jì)發(fā)展成為逐步成熟、不斷完善的有中國(guó)特色的社會(huì)主義現(xiàn)代市場(chǎng)經(jīng)濟(jì)。 also firms have a variety of utilities of price war instrument. How to take a scientific insight into the phenomena of price wars and how to perceive the influences caused by price wars objectively, which have an important impact on how to employ adaptable measures of price wars reasonably to improve the petences for firms, whether we could establish more international leadingbrand panies, and whether the marketoriented economy could lead a healthy life of development onwards.The research sense of this dissertation aims to help firms perceive the reasons of the occurrence of price wars accurately and to take an objective look on the impact of price wars. Based on that, firms are supposed to design reasonable and effective petitive strategies, as a result, gain successive improvements on corporate petitiveness. As a more extensive range as is concerned, it aims to optimize market resources deployment, establish reputable enterprises, improve the overall petitive capabilities of firms, and accelerate the ongoing development of the marketoriented economy. The research methodologies employed are the bination of theories and realities, a mutual support between demonstration and criterion, principles and case studies responding to each other. It takes an overall analysis and study on the reasons and influences of the price wars in China. Firstly, the dissertation makes a brief statement on the history of price wars and relevant theories in China, and research trends on both domestic and foreign basis. Secondly, based on the integration of current research oute and bined with the writer’s perception, it utilize the methods of the bination of theoretical analysis and evidence to analyze the reasons of the occurrence of price wars in terms of economics on price petition, management theories, initial motives of launching a price war and market condition accounts for the occurrence of a price war. In addition, there is a case study of Chinese mobile tele market with a view to price wars via game theory analysis. Thirdly, on the basis of demonstration analysis on the reasons of price war, it takes a criterion analysis in terms of advantages and disadvantages of price war, perception error areas, and how to look on price war. Furthermore, the systematic and generalized concept of price war is brought forward. Finally, through the case study of Chinese mobile tele price wars in recent years, it takes an analysis on reasons of the occurrence of price war corresponding to the theoretical evidence, launching motives, and market situation of price war occurrence reasons. Thus, the content of the dissertation is enriched while the accuracy of theoretical analysis is testified. The dissertation proves that the successive occurrence and consistent existence of price wars in the market exactly correspond to marketoriented economy theory, current situation of industries, and market development, with the theoretical and realistic evidences for the existence of price wars. At the same time, the benefit brought along by price wars are longterm and essential, however, the limitation are generally temporary and inevitable, which could be lessened by market improvement and optimization. Therefore, price war ought to be perceived entirely, systematically and scientifically and be mastered and operated with flexibility thus promote consistent improvement of the market function, maturity trend of industries, and increasing mightiness of enterprises. Keywords: Price War。全文首先對(duì)我國(guó)市場(chǎng)價(jià)格戰(zhàn)的歷史及相關(guān)理論及國(guó)內(nèi)外研究動(dòng)態(tài)進(jìn)行了簡(jiǎn)單的闡述；在綜合目前研究成果的基礎(chǔ)上，結(jié)合作者本人的認(rèn)識(shí)，運(yùn)用理論分析結(jié)合現(xiàn)實(shí)依據(jù)的方法來(lái)分析我國(guó)價(jià)格戰(zhàn)爆發(fā)的原因，從價(jià)格競(jìng)爭(zhēng)的經(jīng)濟(jì)學(xué)、管理學(xué)理論，企業(yè)發(fā)動(dòng)價(jià)格戰(zhàn)的初始動(dòng)機(jī)和爆發(fā)價(jià)格戰(zhàn)的市場(chǎng)條件三方面進(jìn)行了分析論述，又以我國(guó)移動(dòng)通訊市場(chǎng)為例對(duì)價(jià)格戰(zhàn)進(jìn)行了博弈分析；在對(duì)價(jià)格戰(zhàn)原因?qū)嵶C分析的基礎(chǔ)上對(duì)我國(guó)價(jià)格戰(zhàn)利弊、認(rèn)識(shí)誤區(qū)及如何合理看待價(jià)格戰(zhàn)進(jìn)行了規(guī)范分析，提出了系統(tǒng)的、廣義的價(jià)格戰(zhàn)的概念；最后，文章通過(guò)對(duì)我國(guó)近年來(lái)移動(dòng)通信價(jià)格戰(zhàn)的案例分析，把具體案例中價(jià)格戰(zhàn)爆發(fā)的原因與前面對(duì)價(jià)格戰(zhàn)爆發(fā)原因理論依據(jù)、發(fā)動(dòng)動(dòng)機(jī)、市場(chǎng)條件一一對(duì)應(yīng)分析，豐富了文章內(nèi)容，證明了原理分析的準(zhǔn)確性。隨之而來(lái)的，為什么會(huì)爆發(fā)價(jià)格戰(zhàn)，價(jià)格戰(zhàn)有利還是有弊，應(yīng)該鼓勵(lì)還是應(yīng)該制止價(jià)格戰(zhàn)一直是我國(guó)各企業(yè)、各級(jí)政府部門(mén)、廣大消費(fèi)者乃至學(xué)術(shù)界關(guān)注和爭(zhēng)論的焦點(diǎn)。學(xué)位論文作者簽名： 指導(dǎo)教師簽名： 年 月 日 年 月 日西北大學(xué)學(xué)位論文獨(dú)創(chuàng)性聲明本人聲明：所呈交的學(xué)位論文是本人在導(dǎo)師指導(dǎo)下進(jìn)行的研究工作及取得的研究成果。本人允許論文被查閱和借閱。學(xué)校有權(quán)保留并向國(guó)家有關(guān)部門(mén)或機(jī)構(gòu)送交論文的復(fù)印件和電子版。保密論文待解密后適用本聲明。學(xué)位論文作者簽名： 年 月 日摘要自1989年長(zhǎng)虹第一次降價(jià)引發(fā)幾次中國(guó)彩電業(yè)的價(jià)格戰(zhàn)以來(lái)，價(jià)格戰(zhàn)一直是我國(guó)彩電制造業(yè)競(jìng)爭(zhēng)和發(fā)展的主旋律，同時(shí)價(jià)格戰(zhàn)又由彩電業(yè)逐步擴(kuò)展到家電、通信、醫(yī)藥、汽車(chē)等其它行業(yè)，近年來(lái)我國(guó)市場(chǎng)價(jià)格戰(zhàn)愈演愈烈，范圍也越來(lái)越廣。本文采用理論與現(xiàn)實(shí)相結(jié)合，實(shí)證與規(guī)范分析相依托，原理與案例分析相呼應(yīng)的方法對(duì)我國(guó)市場(chǎng)價(jià)格戰(zhàn)的原因及影響進(jìn)行了全面的分析研究。關(guān)鍵詞：價(jià)格戰(zhàn)；博弈；價(jià)格競(jìng)爭(zhēng)；競(jìng)爭(zhēng)戰(zhàn)略；規(guī)模效應(yīng)Abstract Since the price wars which were caused by Changhong’s first price reduction in Chinese television industry in 1989, price war has always been the main stream of the rivalry and evolution of television manufacture sector. Meanwhile, price wars bee increasingly fierce expanding to a wider range from television to household appliances, tele, pharmacy, and automotive, etc. There were a series of viewpoints followed. Why do price wars occur? Are they favorable or detrimental? Should they be encouraged or refrained? These issues have been the arguments on which enterprises, governments, consumers, and academies were focusing. There are several branches of arguments among different groups。 Competition Strategy。我國(guó)很長(zhǎng)時(shí)間以來(lái)存在有效需求不足的問(wèn)題，自1989年長(zhǎng)虹第一次降價(jià)引發(fā)幾次中國(guó)彩電業(yè)的價(jià)格戰(zhàn)以來(lái)，價(jià)格戰(zhàn)一直是我國(guó)彩電制造業(yè)競(jìng)爭(zhēng)和發(fā)展的主旋律，同時(shí)價(jià)格戰(zhàn)又由彩電業(yè)逐步擴(kuò)展到家電、通信、醫(yī)藥、汽車(chē)等其它行業(yè)，近年來(lái)我國(guó)市場(chǎng)價(jià)格戰(zhàn)愈演愈烈，范圍也越來(lái)越廣，盡管“價(jià)值戰(zhàn)”、“服務(wù)戰(zhàn)”、“質(zhì)量戰(zhàn)”等新的口號(hào)和概念不斷提出，然而“加量不加價(jià)”、“增值不增價(jià)”、“買(mǎi)x贈(zèng)x”、“有獎(jiǎng)銷(xiāo)售”等變相價(jià)格手段不斷豐富，價(jià)格戰(zhàn)不但沒(méi)有被替代，價(jià)格戰(zhàn)術(shù)反而越來(lái)越完善和成熟起來(lái)……。　 本文采用理論與現(xiàn)實(shí)相結(jié)合，實(shí)證與規(guī)范分析相依托，原理與案例分析相呼應(yīng)的方法對(duì)我國(guó)市場(chǎng)價(jià)格戰(zhàn)的原因及影響進(jìn)行了全面的分析研究。其次，本文在對(duì)價(jià)格戰(zhàn)影響評(píng)價(jià)中，并不區(qū)分價(jià)格競(jìng)爭(zhēng)和價(jià)格戰(zhàn)。價(jià)格戰(zhàn)不能狹義的看成單純的降價(jià)，各種變相的降價(jià)行為也屬于價(jià)格競(jìng)爭(zhēng)的范疇，因此，不能把價(jià)格競(jìng)爭(zhēng)與其它競(jìng)爭(zhēng)手段對(duì)立起來(lái)。本文的研究思路框架圖如下圖（圖11）：同質(zhì)產(chǎn)品；利潤(rùn)豐厚；規(guī)模效應(yīng)；擴(kuò)大份額；供大于求；機(jī)制不合理：（考核、控制）理論與現(xiàn)實(shí) 相結(jié)合分析結(jié)論影響 xixiang理論原因現(xiàn)實(shí) 原因價(jià)格戰(zhàn)理論綜述競(jìng)爭(zhēng)戰(zhàn)略理論價(jià)格戰(zhàn)歷史回顧國(guó)內(nèi)研究動(dòng)態(tài)國(guó)外研究動(dòng)態(tài)我國(guó)價(jià)格戰(zhàn)原因分析理論依據(jù)企業(yè)動(dòng)機(jī)市場(chǎng)條件博弈分析正確對(duì)待價(jià)格戰(zhàn)利大于弊避免觀(guān)念誤區(qū)合理實(shí)施案例分析我國(guó)移動(dòng)通信價(jià)格戰(zhàn)歷史發(fā)展競(jìng)爭(zhēng)現(xiàn)狀價(jià)格戰(zhàn)原因先行優(yōu)勢(shì)；搶占份額；薄利多銷(xiāo)；行業(yè)集中（大企業(yè)）夾縫求存（小企業(yè)）利潤(rùn)豐厚（價(jià)格過(guò)高）；規(guī)模效