分类号： 单位代码： 10697 密 级： 学 号： 北 京 大 学硕士学位论文题目：价格战的效应和企业的应对策略研究作者： 指导教师： 专业技术职务： 学科（专业） 答辩日期 学位授予日期 二OO 年五月西北大学学位论文知识产权声明书本人完全了解学校有关保护知识产权的规定，即：研究生在校攻读学位期间论文工作的知识产权单位属于西北大学。学校有权保留并向国家有关部门或机构送交论文的复印件和电子版。本人允许论文被查阅和借阅。学校可以将本学位论文的全部或部分内容编入有关数据库进行检索，可以采用影印、缩印或扫描等复制手段保存和汇编本学位论文。同时，本人保证，毕业后结合学位论文研究课题再撰写的文章一律注明作者单位为西北大学。保密论文待解密后适用本声明。学位论文作者签名： 指导教师签名： 年 月 日 年 月 日西北大学学位论文独创性声明本人声明：所呈交的学位论文是本人在导师指导下进行的研究工作及取得的研究成果。据我所知，除了文中特别加以标注和致谢的地方外，本论文不包含其他人已经发表或撰写过的研究成果，也不包含为获得西北大学或其它教育机构的学位或证书而使用过的材料。与我一同工作的同志对本研究所做的任何贡献均已在论文中作了明确的说明并表示谢意。学位论文作者签名： 年 月 日摘要自1989年长虹第一次降价引发几次中国彩电业的价格战以来，价格战一直是我国彩电制造业竞争和发展的主旋律，同时价格战又由彩电业逐步扩展到家电、通信、医药、汽车等其它行业，近年来我国市场价格战愈演愈烈，范围也越来越广。随之而来的，为什么会爆发价格战，价格战有利还是有弊，应该鼓励还是应该制止价格战一直是我国各企业、各级政府部门、广大消费者乃至学术界关注和争论的焦点。我国对价格战的看法观点不一，各企业对价格战手段的运用也不一而足，是否科学的认识价格战现象，客观的看待价格战带来的种种影响，对于企业如何正确合理的运用价格手段提高自身竞争力，我国能否建立更多的国际名牌企业，我国市场经济能否健康有序地发展有着至关重要的影响。 本文的研究意义就在于帮助企业准确的把握价格战爆发的原因，客观看待价格战的影响，从而根据自身条件制定合理有效的竞争战略，不断提高企业的竞争能力；从更广的范围说就是通过正确认识价格战的原因及影响优化市场的资源配置，创建名牌企业，提高我国企业的整体竞争力，促进我国市场经济的健康快速发展。本文采用理论与现实相结合，实证与规范分析相依托，原理与案例分析相呼应的方法对我国市场价格战的原因及影响进行了全面的分析研究。全文首先对我国市场价格战的历史及相关理论及国内外研究动态进行了简单的阐述；在综合目前研究成果的基础上，结合作者本人的认识，运用理论分析结合现实依据的方法来分析我国价格战爆发的原因，从价格竞争的经济学、管理学理论，企业发动价格战的初始动机和爆发价格战的市场条件三方面进行了分析论述，又以我国移动通讯市场为例对价格战进行了博弈分析；在对价格战原因实证分析的基础上对我国价格战利弊、认识误区及如何合理看待价格战进行了规范分析，提出了系统的、广义的价格战的概念；最后，文章通过对我国近年来移动通信价格战的案例分析，把具体案例中价格战爆发的原因与前面对价格战爆发原因理论依据、发动动机、市场条件一一对应分析，丰富了文章内容，证明了原理分析的准确性。全文分析证明了我国市场价格战的不断爆发和长期存在是符合市场经济理论、符合我国行业现状、符合市场发展的，有其存在的理论依据和现实依据，同时，价格战为我国带来了长远的、根本的利益，而其弊端是暂时的、不可避免的，也是可以通过市场的完善不断缓解的。因此，我们应该全面、系统、科学的认识价格战，并且灵活的掌握并运用这一战术，从而推动我国市场的不断完善，行业的不断成熟，企业的不断强大。关键词：价格战；博弈；价格竞争；竞争战略；规模效应Abstract Since the price wars which were caused by Changhongs 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 become increasingly fierce expanding to a wider range from television to household appliances, telecom, 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; 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 competences for firms, whether we could establish more international leading-brand companies, and whether the market-oriented 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 competitive strategies, as a result, gain successive improvements on corporate competitiveness. As a more extensive range as is concerned, it aims to optimize market resources deployment, establish reputable enterprises, improve the overall competitive capabilities of firms, and accelerate the ongoing development of the market-oriented economy. The research methodologies employed are the combination 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 outcome and combined with the writers perception, it utilize the methods of the combination of theoretical analysis and evidence to analyze the reasons of the occurrence of price wars in terms of economics on price competition, 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 telecom 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 wa