【摘要】 沉没成本是指已然发生且无法再收回的成本,而“沉没收益”一旦发生,在一定期限内不会再增值,对收益人而言不再有新的诱惑,并且会改变企业生产与经营行为。从市场环境下的卖方营销行为分析,沉没收益的产生是必然的,沉没收益下企业经营具有一定的风险,从交易成本来看企业行为具有一定理性弯曲,沉没收益在一定程度上反映了企业及市场的现实,为避免企业与顾客的“双输”,政府应介入,让企业在经营上“回归理性”。更多还原

【Abstract】 Sunk income"is the income that will not increase within a cert ai n period of time.In the market economy the sunk income is a common phenomenon.Gi ven the existence of the sunk income,enterprises will risk the failed in busine ss.The sunk income will change the producing and managing conducts of enterprise s.In order to avoid the"double fail"of enterprises and customers,the governme nt should intervene to make the management of enterprises"back to be rational" .更多还原