The Research On Product Differentiation And Pricing Under Asymmetry Information

Price is a very important conception in economy, so this question has been studied deeply no matter in West Economy and Marxism Plutonomy for a long time. Price mechanism is one of the most important ones in market, which is used as the indicator and weatherglass in National Economy. Price is the best weapon by which the enterprises can reply the changing competition environment quickly and enlarge market rate and pursue the lasting profit increasing. In the market economy condition, enterprises become the main body of pricing is the necessary trend to collocate resources reasonably.The study of price theory in westward can be traced back to several centuries ago. The early studies were not how to make a price but to open out the basic question of the foundation and movement. After the avail-axiology had been brought forward in nineteen century, the study of enterprise pricing has been regarded more and more, which has become the hot-point in economy field increasingly. Game Theory and asymmetry information were introduced into enterprises pricing in 1960's, which lead the great improvement in this field. Since the most study literatures of enterprise pricing under asymmetry information condition are from the point of society planner, which analyze how pricing affects the welfare of the whole society and what kind of information is transferred to consumer across the price; while the study of enterprises pricing in our country began rather late and there are many lacks especially under asymmetry information condition, this paper studies from the point of enterprises that how can they maximize profit by rational price under asymmetry information condition. The contents of the dissertation include:First, Sum up and study the basic conception of enterprises pricing, which include the basic conception of enterprises, the aim, importance and terms of enterprises pricing, the common pricing theory and methods of monopoly and oligarch enterprises. Second, Sum up the former models that studied asymmetry information between consumers and enterprises. Set up enterprises' products chosen and pricing models. Discuss the strategy' differences when consumers buy the product only once and repetitious. Third, Analyze the pricing of products difference under asymmetry costinformation. Study the difference consideration of pricing between the enterprises who have entirely information and those who haven't and explain the factors that affect product chosen and pricing. At last, According to the real case of the enterprises in color TV industry, explain the relation between enterprises pricing and market environment. Analyze why the depreciating strategy among the industry was aborted; explore the countermeasure of improving the condition of price competition.