“所有的参与者都会在价格战中伤筋动骨,这里面谈不上谁是赢家。”中国消费者对价格战已经是司空见惯了。价格战是否不可避免?它与企业的营销战略之间有什么关系?企业应该如何应对价格战?且听麦肯锡公司董事、大中华区营销咨询业务领导戴乔治(Georges DESVAUX)先生的忠告。愈演愈烈的价格战源自何来?“通常,行业内竞争者众多、生产能力过剩会迫使一些制造商以成本价甚至低于成本的价格销售其产品。“戴乔治先生分析说,”在中国,这种现象在家用 “All the players are going to be bouncing off the price wars without saying who's the winner.” Chinese consumers are already flirting with price wars. Is price war inevitable? How does it relate to an enterprise's marketing strategy? How should a company deal with a price war? And advice from Georges DESVAUX, a director of McKinsey & Co., a marketing consulting business in Greater China. The fierce price war comes from? “Often, there are so many competitors in the industry that overcapacity will force some manufacturers to sell their products for less than or less than their cost.” Mr. Dai Gezhi analyzes that "in China, This phenomenon at home