【作者】 夏青；

【导师】 陈卫东；

【作者基本信息】 天津大学 ， 工商管理， 2020， 硕士

【摘要】 经过了多年的积累,天津港货运代理行业基本形成了寡头垄断的市场类型,几个大型的货代企业凭借着雄厚的实力成为了这个市场的寡头企业。对于寡头企业而言,其市场竞争同其他类型的企业有一定的区别,在寡头企业的市场竞争中对市场占有率有直接影响的一个重要因素是定价策略,因此寡头企业选择的定价策略对其经营利润有非常重要的影响。首先,确定了以寡头企业ZHWL的定价策略为研究对象,考虑ZHWL自身的基本情况,阐述了目前执行的定价策略以及在天津货运代理市场竞争中面临的竞争态势,其次,在ZHWL具备建立博弈模型的可行性的基础上,以博弈论为工具,在对称信息的条件下建立了双寡头博弈模型,讨论了成本相同及成本不同时双寡头企业的博弈过程和纳什均衡,进一步讨论了对称信息下多寡头企业博弈的情况。随后,进一步利用博弈模型,讨论了信息不对称条件下的双寡头企业和多寡头企业的博弈过程。最后,在以上博弈基础上分析了新竞争者加入对于博弈结果的影响及应对方法。从而形成一个完整的定价博弈模型。在第五章中,用本文建立的模型对2019年ZHWL的定价策略进行改进,从分析竞争对手实际情况开始,以实际数据代入博弈模型计算后得出ZHWL的利润对比原定价策略获得的利润,结果表明利用本文模型改进后的定价策略而获得的利润要高于原定价策略,并且在有新进竞争者之后能够及时调整自身定价策略,在竞争中获得主动权。本文的研究成果能够为货运代理企业的定价策略提供一定的理论参考依据,对指导定价策略具有重要的实践意义。更多还原

【Abstract】 After years of accumulation,Tianjin port freight forwarding industry has basically formed an oligopoly market type.Several large freight forwarding enterprises have become oligopoly enterprises in this market by virtue of their strong strength.In the competition among oligarchs,the pricing strategy is directly related to the market share of enterprises,and then affects the profits of enterprises.First of all,taking the pricing strategy of ZHWL as the research object,considering the basic situation of ZHWL itself and the competition situation in Tianjin freight forwarding market,expounds the current pricing strategy.Secondly,on the basis that ZHWL has the feasibility of establishing game model,using game theory as a tool,under the condition of symmetric information,a duopoly game model is established,this paper discusses the game process and Nash equilibrium of duopoly enterprises with the same marginal cost and different marginal cost,and also discusses the determinants of whether duopoly enterprises can obtain more profits if they jointly price.Then,we discuss the game of duopoly under symmetric information.Thirdly,using the game model,the game process of duopoly and duopoly under the condition of asymmetric information is discussed.Finally,the paper analyzes the influence of new competitors on the game results.Thus a complete pricing game model is formed.In Chapter 5,we use the model established in this paper to improve the pricing strategy of zhwl in 2019.Starting from the analysis of the actual situation of competitors,we get the profit of zhwl compared with that of the original pricing strategy.The results show that the profit obtained by the improved pricing strategy of this model is higher than that of the original pricing strategy.After entering the competitors,they can adjust their own pricing strategy in time and gain the initiative in the competition.The research results of this paper can provide certain theoretical reference for the pricing strategy of freight forwarding enterprises,and have important practical significance for guiding the pricing strategy.更多还原