| Product pricing is the basis for the operation of commodity economy, and the core of economic theory. The price is an important factor to expand market share, and to pursue companies’profits.In the modern marketing competition, promotional expenditure is increasing, and promotional expenditure has a very significant impact on companies’revenue. In the modern marketing economy, the promotion has a very important role, such as inducing demand, increasing demand, improving the reputation and so on. More and more promotional expenses are paid, but the expenses are generally classified as fixed cost in the theoretical model. However, in the present competition among enterprises, promotion expenses can not be ignored; it has a direct impact on enterprises’sales and profits. Therefore, this thesis gives a new view to re-examine the pricing issue considering the impact from marketing.This paper studies the theory of marketing and pricing, including factors influencing pricing and the common methods of pricing; it also described pigs’game and prisoners’game in the game theory, and introduced several classical game models of the economics:Bertrand model, Cournot model, and Stackelberg model.Then, the thesis builds the new demand function considering the influence of promotional expenses, and establish pricing model for analysis. It studies competitive and cooperative strategies of similar firms with homogeneous products. Furthermore, the thesis compares competitive and cooperative strategies of n similar firms with homogeneous products. For the enterprises with same cost, comparing with competitive game only considering optimal sales, cooperative game has characteristics as low yield, high price and fat profit. For the same enterprises, comparing with competitive game considering optimal sales and promotional cost, cooperative game has characteristics as high price and fat profit, and cooperative yield and competitive yield are influenced by price and promotional expenses. This thesis also studies competitive and cooperative strategies of different firms with homogeneous products Then, this thesis carries out empirical study on the air conditioning industry. On analysis of the air conditioning industry, this thesis uses SPSS software to establish air conditioner’s market demand function during1998to2009. It also calculates theoretical prices of competitive game and cooperative game in air conditioner industry and compares them with practical price. It compares the average price of the three major brands of the first-line and the average price of other brands in addition to the three major brands, and also compares them with theoretical prices of competitive game and cooperative game. It points out that companies are pursuing the competitive strategy; even it appears cooperation, and cooperation is also short-lived.At last, this thesis gives the research conclusions and points out the research’s deficiencies and further research’s direction. |
