市场营销中的价格战探析-毕业论文（设计）.docVIP

PAGE PAGE 4 西安财经学院行知学院 毕业论文(设计) 论文题目: 市场营销中的价格战探析 学生姓名： 学 号： 0703020124 专 业： 市场营销 班 级： 0701 指导教师： 完成日期： 2011 年 5 月 10 日 市场营销中的价格战探析 内 容 摘 要 在市场经济的条件下，企业间的竞争更趋激烈。为了在竞争中求生存、求发展，企业往往采取各种策略进行角逐。通常，企业间最常采取的手段就是价格战，价格战已经逐渐成为许多企业主动或被动频繁使用的策略。价格战的硝烟已经从家电行业蔓延到各个行业领域。生产能力过剩与过度竞争是我国目前价格大战的直接导因。 价格是市场营销的关键要素，能否赢得价格竞争将直接影响到企业的市场占有率，因此价格战成为企业提高市场占有率的有效手段。价格战实际上是指价格竞争，它是一把“双刃剑”，运用得当就可以使企业获得市场，反之会使企业陷入困境。企业应该全面、系统、科学地认识价格战，并灵活地将价格竞争手段与技术创新、品牌塑造相结合，才能提高核心竞争力。 关键词：市场营销 价格战 价格竞争 奥克斯 Marketing of the Price War Abstract Under the conditions of market economy, more intense competition among enterprises. In order to survive in the competition, and development, companies often adopt various strategies to compete. Typically, the most commonly adopted by enterprises means that the price war, price war, many companies have become frequent use of active or passive strategy. Price of the smoke from the home appliance industry has been spread to all industries. Overcapacity and excessive competition in China is currently the direct result of a price war. Price is a key element of marketing, can win the price competition will directly affect the companys market share, so the price wars become an effective means to increase market share. Price war actually means price competition, it is a double-edged sword, used properly can enable enterprises to access the market, whereas companies in trouble will. Enterprises should be comprehensive, systematic, scientific understanding of price wars, and flexible means to price competition and technological innovation, the combination of brand building in order to enhance the core competitiveness. Key words: Marketing Price war Price competition Aux 目 录 序言……………………………………………………………………(1) 一、市场营销中的价格战概述………………………………………(1) （一）价格战的含义………………………………………………(1) （二）正当的价格竞争和不正当的价格竞争……………………(2) （三）我国市场营销中的价格战现状……………………………(2) 二、