中国电视机市场价格战的调查分析与研究毕业论文

 2021-04-08 07:04

摘 要

本文针对中国电视市场频繁出现的竞争方式----价格战作出了深入的研究,并从电视市场的角度详细地解读了价格战在电视市场中举足轻重的作用。国家技术和经济的飞速发展带动了电视产业也蒸蒸日上,但也导致了日益激烈的市场竞争,竞争方式是具有多样化的,但由于国内的电视企业的竞争手段单一,所以价格战就成为了市场竞争中最常见的方式,也逐渐成为了市场经济的一种竞争机制。本文从国内的宏观经济层面以及电视市场的经济体制等多方面去分析了价格战的产生原因,并深度分析了价格战给企业带来的影响。以电视市场为例,短期来看,企业通过降低价格来获得了更多的销量,但也因此降低了收益,竞争企业也会采取同样的方式,结果是双方不得不将彩电价格一降再降,直到接近成本毫无利益可言,恶性的价格战双方甚至选择亏本销售,这对企业来说无疑是巨大的危机,可能直接危及企业的存亡。所以价格战有好有坏,如何巧妙地利用价格战使企业自己获利才是重中之重。否则使得价格战的弊大于利,对于企业来说则毫无意义。因此电视市场要合理利用价格战这样的竞争方式,采取更有利更安全的竞争手段,研究属于企业自己的获胜之道。

关键词:价格战、电视市场、企业竞争

Investigation, Analysis and Research on the Price War of China's TV Market

ABSTRACT

This paper makes a deep study on the price war, which is the frequent competition mode in the Chinese household electrical appliance market, and interprets the important role of the price war in the household electrical appliance market in detail from the perspective of the television market. With the rapid development of China's economy, the national household electrical appliance industry is also booming, which has led to more and more fierce market competition, and the competition mode is diversified, but because the domestic household electrical appliance enterprises have a single means of competition, Therefore, price war has become the most important way and means in market competition, and has gradually become a competition mechanism of market economy. In this paper, from the macroeconomic level of China and the classics of household appliances market. The causes of price war are analyzed in many aspects, and the influence of price war on enterprises is deeply analyzed. Take the television market as an example. In the short term, enterprises have obtained a larger market share by lowering prices, but as a result, they have reduced their earnings, and competitive enterprises will also take the same approach. As a result, both sides have to lower the prices of color TV sets again and again. Until there is no benefit from near cost, both sides of the vicious price war even choose to sell at a loss, which is undoubtedly a huge crisis for the enterprise, which may directly endanger the survival of the enterprise. Therefore, the price war is good or bad, how to skillfully make use of the price war to make the enterprise profit itself is the most important. The most important thing in the world. Otherwise, the price war will do more harm than good, but it will not make sense to the enterprise. Therefore, the home appliance market should make rational use of the price war, adopt more favorable and safer means of competition, and study the winning way of the enterprise itself.

Key words:Price war 、Television market、Enterprise competition

目录

1导论 1

1.1选题背景和意义 1

1.2创新之处 1

1.3文章框架 1

1.4国内外价格战研究状况 1

2价格战的理论依据 3

2.1价格战概念 3

2.2研究的理论依据 3

2.2.1供求关系理论 3

2.2.2生命周期理论 3

2.2.3弹性理论 4

3价格战产生的原因 5

3.1价格战爆发的企业原因 5

3.1.1市场份额 5

3.1.2获得先行优势 5

3.1.3消灭积压库存 5

3.2价格战爆发的市场条件 6

3.2.1经济体制转变 6

3.2.2市场利润丰厚 6

3.2.3市场控制不利 7

3.3行业易发价格战 7

4从电视市场看价格战 8

4.1国内电视的发展史 8

4.2电视市场的跌宕起伏 8

4.3分析电视市场价格战的典型案例--长虹 9

5价格战的作用 12

5.1 价格战的积极作用 12

5.1.1 对消费者而言 12

5.1.2对企业而言 12

5.2 价格战的消极作用 13

6如何应对或突破价格战 14

6.1差异化战略 14

6.2集中化竞争策略 15

6.3与顾客建立良好关系 15

6.4创造核心专长 15

总 结 17

致谢 18

参考文献: 19

1导论

1.1选题背景和意义

随着科学技术的发展,人们可以选择的家电种类越来越多,家电的生产规模也越来越大,也因此导致家电市场的竞争日益激烈。本文从家电市场中的一个种类--电视来解读家电市场的竞争方式,主要通过对不同品牌不同企业的电视市场价格战的调查,让大家更了解价格战,更熟悉电视市场的运作规律。然后深度解读价格战的作用,分析其利弊。价格战作为经营者市场竞争的最主要的手段和方式,一般都是市场的供求关系发生了重大的失衡,给价格战的产生提供了基础。通过研究价格战,我们可以更清晰的看到电视市场的发展状况,以及对电视市场未来的一个可能性的预测。而且也可以通过电视市场来反映整个家电市场的未来趋势。本文的研究意义在于帮助企业了解价格战爆发的原因,准确认识价格战的影响,让企业能够根据自身条件创造属于自己的合理的竞争策略,从而提高它们的市场竞争力。换句话说就是让企业正确认识价格战,创建名牌企业发挥品牌效益,从而提高整体企业的竞争力,促进市场的健康发展。

1.2创新之处

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