品牌的非对称需求价格弹性模型:以中国手机行业为例

本文提出了计算品牌的需求价格弹性的非对称市场反应函数模型,从而使对向上的价格弹性和向下的价格弹性的分别考量成为可能。根据此模型,本文对中国手机行业进行了实证研究,共计算了GSM市场的13个品牌和CDMA市场的9个品牌的向上和向下的价格弹性,并且通过方差分析对国内外手机品牌的价格弹性进行了比较。结果发现,在GSM和CDMA市场上国内外手机品牌的价格弹性都存在显著差异,反映了国内外手机品牌的市场力量的差异。最后根据研究结果为我国国内手机品牌提出对策建议。

An Asymmetric Demand Price Elasticity Model of Brand:Taking Chinese Mobile Phone Industry as an Example

This paper brings forward an asymmetric market response function model for calculating demand price elasticity of brand,which enables the respective measure of up elasticity and down elasticity.According to this model,this paper empirically studies Chinese mobile phone industry.The up elasticity and down elasticity of 13 brands in GSM market and 9 brands in CDMA market are calculated.Contrast between domestic and abroad brands is made via ANOVA analysis.The result indicates that there are significant difierences in both GSM and CDMA markets between domestic and abroad brands,which reflect the gap of their market power.Finally countermeasures and advices for domestic mobile phone brand are put forward accordingly.