品牌需求价格弹性与市场份额的关系——国内手机行业实证研究
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财经研究 2008 年 第 34 卷第 09 期, 页码：29 - 38
摘要
参考文献
摘要
文章用回归估计的方法计算了国内手机行业22个品牌的价格弹性,并对价格弹性与市场份额的关系进行了实证研究。实证结果显示,市场份额越大,价格弹性越朝负的方向变动,这与国外实证研究的结果相反,反映了转型过程中中国手机市场的特征。同时,与以往很多研究所采用的线性回归方程不同,价格弹性与市场份额之间的关系是非线性的,回归方程为逆函数。价格弹性与市场份额环比发展速度之间也存在着显著的关系,回归方程为二次函数。
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①由于本文旨在研究需求的价格弹性,因此为方便计,后文中所说的价格弹性均指需求的价格弹性。
②方程(1)的推导过程如下(参见杜远福,2000)。假设某商品的需求函数Q=f(P),其价格弹性E=(dQ/Q)÷(dP/P),即:dQ/Q=E.(dP/P),对该式两边取积分得∫dQ/Q=E∫dP/P,从而得:LnQ=ELnP+Lnα,即Q=αPE。
[2]Buzell R D,B T Gale,Ralph G M Sultan.Market share-A key to profitability[J].Harvard Business Review,JAN-FEB,1975,53(1):97-106.
[3]Aaker D A.Measuring brand equity across products and markets[J].California Man-agement Review,1996,38(1):102-120.
[4]Bello D C,M B Holbrook.Does an absence of brand equity generalize across productclasses?[J].Journal of Business Research,1995,34(1):125-131.
[5]Holbrook M B.Product quality,attributes,and brand name as determinants of price:The case of consumer electronics[J].Marketing Letters,1992,3(1):71-83.
[6]Park C S,V Srinivasan.A survey-based method for measuring and understanding brandrquity and its extendibility[J].Journal of Marketing Research,1994,31(5):271-288.
[7]Winters L C.Brand equity measures:Some recent advances[J].Marketing Research,1991,3(12):70-73.
[8]Ghosh A S,A Neslin,R W Shoemaker.Are there associations between price elasticityand brand characteristics[A].Murphy P E,E R Laczniak.AMA educators’conferenceproceedings[C].Chicago:American Marketing Association,1983:226-230.
[9]Bolton R N.The relationship between market characteristics and promotional price e-lasticities[J].Marketing Science,1989,(8):153-169.
[10]Hamilton W,R East,S Kalafatis.The measurement and utility of brand price elastic-ities[J].Journal of Marketing Management,1997,13:285-298.
[11]Mulhern F J,J D Williams,R P Leone.Variability of brand price elasticities acrossretail stores:Ethnic,income,and brand determinants[J].Journal of Retailing,1998,74(3):427-446.
[12]Danaher P J,R J Brodie.Understanding the characteristics of price elasticities for fre-quently purchased packaged goods[J].Journal of Marketing Management,2000,16:917-936.
[13]赵平,胡松.品牌需求价格弹性与市场份额的关系———对国内彩电行业的实证研究[J].南开管理评论,2006,(3):4-9.
[14]Cameron T A,M D James.Estimating willingness,to pay from survey data:An alternativepre-test-market evaluation procedure[J].Journal of Marketing,1987,24:389-395.
[15]Green P E,V Srinivasan.Conjoint analysis in consumer research:Issues and outlook[J].Journal of Consumer Research,1990,(5):103-123.
[16]Ehrenberg A S C,L R England.Generalising a price effect[J].The Journal of Indus-trial Economics,1990,39:47-68.
[17]朱国锾.商品需求价格弹性之分析———兼论市场学类教科书中相关内容的不足[J].电子科技大学学报(社会科学版),2001,(4):6-8.
[18]Bijmolt T H A,H J V Heerde,R G M Pieters.New empirical generalizations on the deter-minants of price elasticity[J].Journal of Marketing Research,2005,42(2):141-156.
[19]李子奈.计量经济学[M].北京:高等教育出版社,2000:43.
[20]杜远福.需求价格弹性的计算与应用[J].商丘师范学院学报,2000,(4):60-63.
①由于本文旨在研究需求的价格弹性,因此为方便计,后文中所说的价格弹性均指需求的价格弹性。
②方程(1)的推导过程如下(参见杜远福,2000)。假设某商品的需求函数Q=f(P),其价格弹性E=(dQ/Q)÷(dP/P),即:dQ/Q=E.(dP/P),对该式两边取积分得∫dQ/Q=E∫dP/P,从而得:LnQ=ELnP+Lnα,即Q=αPE。
引用本文
高昉, 余明阳. 品牌需求价格弹性与市场份额的关系——国内手机行业实证研究[J]. 财经研究, 2008, 34(9): 29–38.
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