随着我国经济体制改革的深入进行,市场经济正在我国逐渐地确立并发展起来,市场调节替代了宏观调控的主导地位。西方经济学鼻祖之一的亚当·斯密曾称市场机制是“一只看不见的手”。这只“看不见的手”调节着整个市场经济的运行,而价格机制是市场机制的核心,是整个社会经济生活的指挥者。在激烈的市场竞争中,能否为产品决定一个适宜的价格,对企业的生存、发展、信誉乃至企业形象都有着重要的影响。产品的价格决定着企业能否实现预期的利润目标,利润的多少以及销售收入能否促进资金正常周转从而维持企业的再生产和扩大再生产。价格竞争还是企业进行市场竞争的一个重要手段,所谓价格竞争,是指企业以较低的价格维持或扩大市场占有率,取得优于竞争者的市场优势的一种手段。然而,盲目采取低价竞销的手段也会使企业与它的竞争者两败俱伤。价格的决定还会影响企业形象和信誉。如果一个企业在将某种新产品投放市场之前,没有经过周密的考虑便定下一个较低的价格,当发现不 With the further reform of the economic system in our country, the market economy is gradually established and developed in our country. Market regulation replaces the leading role of macro-control. Adam Smith, one of the originators of Western economics, once described the market mechanism as “an invisible hand.” This “invisible hand” regulates the operation of the entire market economy. The price mechanism is the core of the market mechanism and the commander of the entire social and economic life. In the fierce competition in the market, the ability to decide on a suitable price for the product has an important impact on the survival, development, reputation and even corporate image of the enterprise. The price of the product determines whether the enterprise can achieve the expected profit target, the amount of profit and whether the sales revenue can promote the normal turnover of capital so as to maintain the reproduction of the enterprise and expand the reproduction. Price competition is also an important means for enterprises to compete in the market. The so-called price competition refers to a means by which an enterprise can maintain or expand its market share at a relatively low price and obtain superior market advantages over its competitors. However, blindly resorting to low-cost marketing can also discredit businesses and their competitors. The price decision will also affect the corporate image and reputation. If a firm places a lower price without careful thought before placing a new product on the market,