| Summary: | 碩士 === 國立中央大學 === 管理學院高階主管企管碩士班 === 100 === The purposes of this thesis are to analyze four cases of price competition in four different industries on the basis of the cooperative pricing theory. With the analyses, we intend to understand the various factors that affect the patterns of the price competition in different industries as well as their respective effects on the decisions of price setting. The four cases to be analyzed are the TFT-LCD TV in its birth stage of the life cycle, the cosmetic products of the department store in their mature stage of the life cycle, the vans in the automobile industry, and the retailers of the 3C products.
For these four cases of price competition, we intend to find out whether or not each of the case can be defined to be consistent with the cooperative pricing. If not, we then try to analyze the reasons why the price competition failed to become a cooperative pricing and identify the specific factors behind the price competition. After the studies of each case, we found that because the LCD TV has little differentiation and strong brand reputation effects, consumers care about the price seriously, firms have strong incentives to reduce the prices and wage a intensive price war. Cosmetices belong to experience goods, consumers rely heavily on the brand reputation for their purchases. For the local cosmetics firms with not so strong brand reputation, the cooperative pricing strategies simply could not sustain in this industry. The discount war gradually became a regular pattern of the price competition. The case of Toyota-Wish vs Mitsubishi- Savrin can be identified as a case of cooperative pricing. The newly launched Toyota-Wish followed closely the pricing strategy of the Mitsubishi-Savrin and try to compete against its opponents with advanced specifications. This strategy was proved to be successful. The discount war between two 3C retailers turned out to be the outcomes of emotional reactions to the dramatic pricing behavior.
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