基于竞争对手定价的应对策略研究  

Research on Response Strategy Based on Competitor Pricing

作　　者：郝子霖 HAO Zilin(Shanghai Jiao Tong University,Shanghai 200030)

机构地区：[1]上海交通大学,上海200030

出　　处：《上海管理科学》2021年第6期18-23,共6页Shanghai Management Science

摘　　要：近年来,平台型企业飞速发展,线上旅行代理平台竞争尤为激烈。企业需要实时关注竞争对手的价格,防止由于自身价格劣势而导致顾客流失和收益受损。然而,过度的价格竞争会损害企业利润,因此,企业需要关注以下几个问题,从而制定灵活的定价策略。(1)竞争对手的低价竞争策略是否会影响企业销量?(2)在同样的低价竞争策略下,不同的竞争对手的影响是否相同?与之相应的,企业是否应该采取不同的应对策略?本文基于在线旅行代理平台的真实订单及价格数据,实证研究了OTA酒店行业中,竞争对手价格对企业销量的影响,以及竞争对手平台大小对该影响的调节效应。本文研究表明,竞争对手的低价会对企业销量产生负面影响,并且影响与竞争对手的市场份额大小呈正相关。OTA(Online Travel Agency) industry has been rapidly developing since recent years. Accordingly, the competition among these online-travel agents is utterly intense. Under this circumstance, companies usually tend to monitor the competitors’ bidding price and dynamically adjust their own price accordingly, in order to eventually retain their customers and optimize their financial profit. In our paper, we performed empirical research with real operating data from 3 Chinese online hotel agents, and proved that,(1) magnitude of competitors’ bidding price;(2) competitors’ market size are two factors significantly impacting companies’ sales value. We therefore recommend companies to take these two factors into consideration in their pricing strategy.

关 键 词：在线旅游(线上旅行代理平台) 竞争 收益管理 市场份额 

分 类 号：F272.3[经济管理—企业管理]