市场经济大潮之下,社会生活中的许多方面都在发生着深刻的变化。一向循规蹈矩的商品价格也突然增加了几分野性。机票大战、手机大战、空调大战、彩电大战……一时间,市场上烽火连天。面对越来越频繁的价格大战,消费者已逐渐从狂热变得麻木或无所适从。厂商在高喊“让利于消费者”的同时,可掬的笑容后掩藏着多少无奈与辛酸,也只有自己忐忑不安的内心可知。残酷的价格竞争使经营者深刻体会到一个经济学常识:降价并不意味着企业市场份额的扩大或利润的增加。恰恰相反,它往往是一场没有胜者的战斗。越来越多的经营者深陷价格大战感到无力自拔。难道价格战真的不可避免吗? Under the tide of the market economy, profound changes have taken place in many aspects of social life. Has always behaved a sudden increase in the price of a few wild products. Ticket fights, cell phone wars, air-conditioning battle, TV war ... ... For a time, the market flames. Faced with more frequent price wars, consumers have gradually become numb from the fanatical or confused. Manufacturers shouting “to help the consumer ” at the same time, can smile after being hidden how much frustration and bitterness, but also only their uneasy inner self-evident. Cruel price competition so that managers deeply understand the economic common sense: the price does not mean that the expansion of market share or profit increase. On the contrary, it is often a battle without victors. More and more managers are unable to extricate themselves from the price wars. Is price war really unavoidable?