| 摘要: |
| 服务业具有消费和生产同步的特性，消费者往往根据消费前对企业的声誉决定购买那家企业的服务，因此，声誉机制对现代服务业的产品定价与竞争起着重要作用。采用Bass扩散模型刻画现代服务企业之间的声誉机制，建立价格竞争模型，讨论竞争性现代服务企业的最优价格策略，研究结果表明：服务企业竞争中存在均衡的价格策略，同行之间没有必要一味地采取恶性价格竞争策略；服务企业必须在改进服务质量、提高声誉的前提下才能提价；为了做强主营业务，获得竞争优势，同行之间有必要进行要素资源的共享与互动。 |
| 关键词: 现代服务业 声誉机制 定价策略 价格竞争策略 资源共享 搜寻成本 竞争性服务业 均衡价格策略 |
| DOI： |
| 分类号: |
| 基金项目: |
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| Research on Price Competition Strategy of Modern Service Industry Based on Reputation Mechanism |
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XU Ai-dong
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School of Economics and Trade，Chongqing Technology and Business University，Chongqing 400067，China
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| Abstract: |
| Modern service industry is synchronous consumption and production，the consumers always buy the service from a company based on its reputation，as a result，reputation mechanism plays an important role in the pricing and competition of the products of modern service industry. This paper uses Bass Spreading Model to describe reputation mechanism between modern service enterprises，sets up price competition model and discusses the optimal price strategy of competitive modern service industry. The research results show that there is balanced price strategy in the competition of service industries，that there is no necessity to use adverse price competition strategy between the companies doing the same business，that service industries can raise the price only under the premise of improving service quality and increasing company reputation，and that it is necessary to share and interact with factors and resources between the companies doing the same business in order to promote their main business and obtain competitive advantage. |
| Key words: modern service industry reputation mechanism pricing strategy prince competition strategy resources sharing search cost competitive service industry balanced price strategy |
