基于事件研究法的企业产品降价增量绩效分析——以比亚迪发布秦Plus DM-i冠军版为例  

Event-Based Incremental Performance Analysis of Enterprise Product Price Reduction—A Case Study of BYD’s Qin Plus DM-i Champion Edition

作　　者：陈玥琳 张慧 

机构地区：[1]河北地质大学管理学院,河北 石家庄

出　　处：《世界经济探索》2024年第4期452-458,共7页World Economic Research

摘　　要：中国共产党的二十大报告明确指出,要坚持绿色发展,推进人与自然的和谐共存。在汽车行业,新能源汽车的发展必将加速工业的绿色转型,而发展新能源汽车则是我国由“汽车大国”向“汽车强国”迈进的必经之路。本项目以比亚迪为研究对象,通过对2月8号上市后,新能源汽车领域的领导者——秦PlusDM-i王者版对其短期业绩和市场反响进行了研究,结果表明,在行业价格竞争的情况下,行业龙头公司通过推出低价产品,不仅可以获取较低的累计超额回报率,而且还可以得到较大的市场份额,同时也会出现一定的财务业绩下降。针对上述问题,文章提出了三点应对措施:一是价格竞争是一种短期策略,二是长期发展的重点;当传统的燃油车市场趋于饱和时,要积极开拓新的市场,扩大收入来源;面对日益激烈的市场竞争,企业只有拓宽筹资渠道,提高筹资能力。The 20th National Congress report of the Communist Party of China clearly pointed out that we must adhere to green development and promoteious coexistence between man and nature. In the automobile industry, the development of new energy vehicles will inevitably accelerate the green transition of the industry, and developing new vehicles is a must for China to move from a “big automobile country” to a “strong automobile country”. This project takes BYD as the research object, through the study of the short-term performance and market reaction of the Qin PlusDM-i King Edition, which was launched on February 8th, a leader in field of new energy vehicles, the results show that in the context of industry price competition, industry leading companies can not only achieve lower cumulative abnormal return rates by launching-priced products, but also gain larger market shares, while at the same time experiencing some decline in financial performance. In response to the above issues, the article three countermeasures: first, price competition is a short-t

关 键 词：事件研究法 价格战 新能源汽车 

分 类 号：F42[经济管理—产业经济]