摘要
从经济学的角度分析价格的实质及其影响因素,对合理利用价格杠杆具有指导意义。分析不同渠道的交叉价格弹性,揭示了周边市场和黑市冲击主渠道的本质过程,为企业制定合理的价差体系、利用市场作用驱逐黑市、保证主渠道对市场的控制和主导地位提供了理论基础。北京烟草公司利用价格杠杆作用,在2003年8月进行了红塔山卷烟价格的针对性调整,充分发挥了主渠道对市场的调控机制,为大品牌提供了生存和发展的空间。
The economic analysis of price and its influencing factors enables the price leverage be used properly. Analysis of the inter-channel price elasticity clearly reveals the impact of the adjacent tobacco markets and the blackmarket and meanwhile, provides a theory basis for designing a reasonable price difference system, expelling the blackmarket and ensuring the controlling and dominating role of the main channel in the tobacco market. In August 2003, in order to decrease the impact of the adjacent tobacco markets and the blackmarket, Beijing Municipal Tobacco Company took advantage of the price leverage and adjusted the the price of Hongtashan brand cigarete, and thus provided the famous brand a bigger surviving and developing space.
出处
《中国烟草学报》
EI
CAS
CSCD
2005年第4期6-10,共5页
Acta Tabacaria Sinica
关键词
价格策略
卷烟
弹性
分销渠道
Price strategy Cigarete Elasticity Distribution channel
