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廉价的产品越来越多,我们却并没有因此而变得富裕。对企业来说,低价不再是让利消费者的方式,而成为企业竞争过程中不得已而为之的选择。但消费行为学告诉我们,消费者是会审美疲劳的,任何一种重复施行的营销刺激,如果不能在刺激幅度上明显超越前一次刺激,消费者对之根本无知无觉(这就是所谓的JND:Just Noticed Difference),完全达不到厂商预期的效果。但是与此同时,微观经济学也告诉我们,在完全竞争的基础下,价格战的均衡解很自然就落在平均变动成本那里,换句话说,长期价格战的后果是众厂商一起血本无归。企业要生存发展,消费者要实惠。在“价格”这个生态系统中,消费者应该看到低价背后的哪些秘密?企业又应该如何用好价格这个工具,从而实现企业与消费者在价格生态系的健康呢?
More and more cheap products, but we have not become wealthy. For enterprises, the low price is no longer the way to let consumers, and become the last resort in the process of enterprise competition choice. However, consumer behavior tells us that consumers are esthetically tired, any kind of repeated marketing stimulus, if you can not significantly exceed the stimulus in the previous stimulus, consumers are simply ignorant (this is the so-called JND : Just Noticed Difference), completely failed to achieve the desired effect of the manufacturer. But at the same time, microeconomics also tells us that under the perfect competition, the equilibrium solution to the price war naturally falls on the average variable cost. In other words, the consequence of the long-term price war is that all the manufacturers lose everything together . Enterprises to survive and develop, consumers should benefit. In the “price ” ecosystem, consumers should see the secret behind the low price? How should the enterprise make good use of the price tool so as to realize the health of enterprises and consumers in the price ecosystem?