论价格战成因与企业应对策略
摘要
价格是利润的基础，价格是品质的象征，价格是市场竞争的焦点，价格战则是市场经济发展与完善过程中必然伴随的产物，是市场表现其活力的重要形式之一，更是企业竞争的一个重要手段。在市场运作中如何合理利用价格杠杆作用，实行有效的市场竞争，是企业营销策略的重要内容之一。价格战给消费者带来了实惠，给一些厂家提供了进入市场或者扩大市场份额的绝佳机会，但与此同时，价格战又给一些产业带来了极大的隐患，它剥夺了厂家的生产利润，损害了企业进一步发展的根基，扰乱了市场的正常秩序，有时甚至危及整个产业生死存亡的大厦根基。可以这样认为，价格战是一把“双刃剑”，使用得当，企业可以达到提高知名度和促销的目的；一旦使用不当，则容易导致企业供应链与资金链的崩溃，从而走向衰落甚至倒闭。因此，“如何有效地应对价格战，使企业始终处于有利的竞争地位？”是一个值得深入探索的课题。
本文从我国企业价格战的现状和作用，引发价格战的原因等方面分析了价格战的成因和价格战的现实意义，同时提出了应对价格战的重要措施和价格战如何向价值战转变的建议等方面的内容。
关键词：价格战；产品差异化策略；价值战
Abstract
The price is the profit foundation, the price is the quality symbol, the price is the market competition focal point, the price war is a product which in the market economy development and the consummation process follows inevitably, is the market displays one of its vigor important forms, is an enterprise competition important method.Uses the price leverage reasonably how in the market operation, implements the effective market competition, is one of enterprise marketing strategy important contents.The price war has brought the actual benefit to the consumer, provided entered the market to some factories or expands the market share certainly the good opportunity, but at the same time, the price war gave some industries to bring the enormous hidden danger, it has deprived the factory production profit, has harmed the foundation which the enterprise further developed, has harassed the market normal order, sometimes even endangered the entire industry life and death the buildi无忧论文 【http://www.uklunwen.com】ng foundation.May believe like this that, the price war is ;the double-edged sword, the use is appropriate, the enterprise may achieve enhances well-knownness and the promotion goal; Once uses improper, then easy to cause the enterprise to supply the chain and the fund chain collapse, thus moves towards the decline even to go out of business.
This article from Our country Enterprise price war present situation and the function, initiation price war aspects and so on reason has analyzed the price war origin and the price war practical significance, how simultaneously proposed should to the price war important measure and the price war to value war transformation aspect and so on suggestion contents.
Key words: Price war；Product variation strategy；Value war
目录
1 我国企业价格战的现状……………………………………………………1
2 价格战的成因分析…………………………………………………………3
2.1 价格战是市场经济发展的必然产物………………………………………3
2.2 价格战是买方市场的客观要求…………………………………………………3
2.3 价格战是企业产品成本不断降低的结果………………………………4
2.4 价格战是市场进入成熟期的反映………………………………………4
2.5 价格战是因为企业没有其他领先优势…………………………………4
2.6 价格战是企业经营机制不完善的必然选择……………………………5
3 价格战的作用分析…………………………………………………………5
3.1 价格战的积极作用………………………………………………………5
3.1.1 价格战有利于扩大市场需求…………………………………………5
3.1.2 价格战能够提高企业的市场竞争能力………………………………6
3.1.3 价格战可以促进产业结构的调整……………………………………6
3.1.4 价格战可以推动产业规模的扩大……………………………………6
3.1.5 价格战能够遏制假冒伪劣产品的泛滥………………………………7
3.2 价格战的消极影响………………………………………………………7
3.2.1 过度的价格战会导致市场环境恶化，企业利润下降………………7
3.2.2 过度的价格战会损害消费者利益……………………………………7
3.2.3 过度的价格战会导致产品质量的下降………………………… |
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论文题目：
论价格战成因与企业应对策略 
