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| 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 | |
| 引用本文： | 赵平,胡松,裘晓东. 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, 9(3): 4-9 |
| 作者姓名： | 赵平 胡松 裘晓东 |
| 作者单位： | 清华大学经济管理学院 |
| 摘 要： | 本文运用log-log市场反应函数,对国内彩电行业中品牌市场份额对品牌价格弹性的影响进行了实证研究。研究结果发现,彩电品牌市场份额对其需求价格弹性绝对值有正向显著影响,这一结论明显区别于国外实证研究的结果,其原由反映了转型过程中国内彩电市场的基本特征。本文的结果及原因分析,对中国彩电企业的营销实践具有重要指导意义。 |
| 关 键 词： | 品牌需求价格弹性 市场反应函数 层次线形模型 市场份额 |
The Relation between Brand Market Share and Price Elasticity: An Empirical Study in Chinese TV Industry |
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| Zhao Ping,Hu Song,Qiu Xiaodong. The Relation between Brand Market Share and Price Elasticity: An Empirical Study in Chinese TV Industry[J]. Nankai Business Review, 2006, 9(3): 4-9 | |
| Authors: | Zhao Ping Hu Song Qiu Xiaodong |
| Abstract: | Based on the data of TV category, the present study focus- es on the impact of brand market share on brand price elasticity. Log- log market response model is adopted in the study. The results show that the brand market share has significantly positive impact on brand price elasticity. This result is different from that of the counterpart of foreign research. It reflects the characteristics of Chinese TV market which is in the transitional process. The result and corresponding analysis have important implications for the Chinese TV marketers. |
| Keywords: | Brand Price Elasticity Market Response Function Hierarchical Linear Model Market Share |
| 本文献已被 CNKI 万方数据 等数据库收录！ | |