乳品加工企业定价策略的博弈分析  

Game Theoretic Analysis of Dairy Processing Enterprises' Pricing Strategy

作　　者：王威[1] 徐凤饿[2] 

机构地区：[1]上海交通大学安泰管理学院,上海200052 [2]青岛滨海学院商学系,山东青岛266555

出　　处：《哈尔滨理工大学学报》2005年第3期91-94,共4页Journal of Harbin University of Science and Technology

摘　　要：针对乳品加工企业竞争模式及其定价策略的研究,不但有助于寻求避免恶性价格竞争的途径,而且对产业的健康发展也具有现实意义.通过构建双寡头情况下液态奶市场的Bertrand 模型,分析了模型中反映消费者需求、边际成本的变量,以及反映消费者需求对企业价格的反应程度和产品替代度的变量对企业均衡定价的影响,并运用企业价格数据进行了实证分析,得出乳品加工业发展中存在着马太效应的结论.The study of the competition pattern and pricing strategy of dairy processing companies not only can help to seek ways to avoid vicious price competition, but also be of great significance to the healthy development of the industry. In this thesis, a duopoly Bertrand model is established to analyze effects of variables of consumer' s demand and of marginal cost, variable reflecting the response degree of consumers' demand to products' prices, and variable reflecting substitute degree to enterprises' equilibrium price. Based on the enterprises' price data, it also makes a positivist study; therefore it draws the conclusion that Mathew' s Effect works in the development of dairy processing industry.

关 键 词：乳业 定价策略 BERTRAND模型 

分 类 号：F014.31[经济管理—政治经济学]