【正文】 …………………………………………………………………… 42參考文獻(xiàn)……………………………………………………………………… 43致謝…………………………………………………………………………… 46攻讀碩士學(xué)位期間的科研成果和所獲獎勵………………………………… 471導(dǎo)論 近十幾年來，我國市場經(jīng)濟的發(fā)展取得了世界的矚目成就，已經(jīng)從過去的不完善的落后的商品經(jīng)濟甚至自然經(jīng)濟發(fā)展成為逐步成熟、不斷完善的有中國特色的社會主義現(xiàn)代市場經(jīng)濟。 Price Competition。 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。因此，我們應(yīng)該全面、系統(tǒng)、科學(xué)的認(rèn)識價格戰(zhàn)，并且靈活的掌握并運用這一戰(zhàn)術(shù)，從而推動我國市場的不斷完善，行業(yè)的不斷成熟，企業(yè)的不斷強大。全文首先對我國市場價格戰(zhàn)的歷史及相關(guān)理論及國內(nèi)外研究動態(tài)進(jìn)行了簡單的闡述；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，運用理論分析結(jié)合現(xiàn)實依據(jù)的方法來分析我國價格戰(zhàn)爆發(fā)的原因，從價格競爭的經(jīng)濟學(xué)、管理學(xué)理論，企業(yè)發(fā)動價格戰(zhàn)的初始動機和爆發(fā)價格戰(zhàn)的市場條件三方面進(jìn)行了分析論述，又以我國移動通訊市場為例對價格戰(zhàn)進(jìn)行了博弈分析；在對價格戰(zhàn)原因?qū)嵶C分析的基礎(chǔ)上對我國價格戰(zhàn)利弊、認(rèn)識誤區(qū)及如何合理看待價格戰(zhàn)進(jìn)行了規(guī)范分析，提出了系統(tǒng)的、廣義的價格戰(zhàn)的概念；最后，文章通過對我國近年來移動通信價格戰(zhàn)的案例分析，把具體案例中價格戰(zhàn)爆發(fā)的原因與前面對價格戰(zhàn)爆發(fā)原因理論依據(jù)、發(fā)動動機、市場條件一一對應(yīng)分析，豐富了文章內(nèi)容，證明了原理分析的準(zhǔn)確性。 本文的研究意義就在于幫助企業(yè)準(zhǔn)確的把握價格戰(zhàn)爆發(fā)的原因，客觀看待價格戰(zhàn)的影響，從而根據(jù)自身條件制定合理有效的競爭戰(zhàn)略，不斷提高企業(yè)的競爭能力；從更廣的范圍說就是通過正確認(rèn)識價格戰(zhàn)的原因及影響優(yōu)化市場的資源配置，創(chuàng)建名牌企業(yè)，提高我國企業(yè)的整體競爭力，促進(jìn)我國市場經(jīng)濟的健康快速發(fā)展。隨之而來的，為什么會爆發(fā)價格戰(zhàn)，價格戰(zhàn)有利還是有弊，應(yīng)該鼓勵還是應(yīng)該制止價格戰(zhàn)一直是我國各企業(yè)、各級政府部門、廣大消費者乃至學(xué)術(shù)界關(guān)注和爭論的焦點。與我一同工作的同志對本研究所做的任何貢獻(xiàn)均已在論文中作了明確的說明并表示謝意。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。同時，本人保證，畢業(yè)后結(jié)合學(xué)位論文研究課題再撰寫的文章一律注明作者單位為西北大學(xué)。本人允許論文被查閱和借閱。價格戰(zhàn)的效應(yīng)和企業(yè)的應(yīng)對策略研究 48 / 56西北大學(xué)學(xué)位論文知識產(chǎn)權(quán)聲明書本人完全了解學(xué)校有關(guān)保護(hù)知識產(chǎn)權(quán)的規(guī)定，即：研究生在校攻讀學(xué)位期間論文工作的知識產(chǎn)權(quán)單位屬于西北大學(xué)。學(xué)校有權(quán)保留并向國家有關(guān)部門或機構(gòu)送交論文的復(fù)印件和電子版。學(xué)?？梢詫⒈緦W(xué)位論文的全部或部分內(nèi)容編入有關(guān)數(shù)據(jù)庫進(jìn)行檢索，可以采用影印、縮印或掃描等復(fù)制手段保存和匯編本學(xué)位論文。保密論文待解密后適用本聲明。據(jù)我所知，除了文中特別加以標(biāo)注和致謝的地方外，本論文不包含其他人已經(jīng)發(fā)表或撰寫過的研究成果，也不包含為獲得西北大學(xué)或其它教育機構(gòu)的學(xué)位或證書而使用過的材料。學(xué)位論文作者簽名： 年 月 日摘要自1989年長虹第一次降價引發(fā)幾次中國彩電業(yè)的價格戰(zhàn)以來，價格戰(zhàn)一直是我國彩電制造業(yè)競爭和發(fā)展的主旋律，同時價格戰(zhàn)又由彩電業(yè)逐步擴展到家電、通信、醫(yī)藥、汽車等其它行業(yè)，近年來我國市場價格戰(zhàn)愈演愈烈，范圍也越來越廣。我國對價格戰(zhàn)的看法觀點不一，各企業(yè)對價格戰(zhàn)手段的運用也不一而足，是否科學(xué)的認(rèn)識價格戰(zhàn)現(xiàn)象，客觀的看待價格戰(zhàn)帶來的種種影響，對于企業(yè)如何正確合理的運用價格手段提高自身競爭力，我國能否建立更多的國際名牌企業(yè)，我國市場經(jīng)濟能否健康有序地發(fā)展有著至關(guān)重要的影響。本文采用理論與現(xiàn)實相結(jié)合，實證與規(guī)范分析相依托，原理與案例分析相呼應(yīng)的方法對我國市場價格戰(zhàn)的原因及影響進(jìn)行了全面的分析研究。全文分析證明了我國市場價格戰(zhàn)的不斷爆發(fā)和長期存在是符合市場經(jīng)濟理論、符合我國行業(yè)現(xiàn)狀、符合市場發(fā)展的，有其存在的理論依據(jù)和現(xiàn)實依據(jù)，同時，價格戰(zhàn)為我國帶來了長遠(yuǎn)的、根本的利益，而其弊端是暫時的、不可避免的，也是可以通過市場的完善不斷緩解的。關(guān)鍵詞：價格戰(zhàn)；博弈；價格競爭；競爭戰(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? Thes