In the market, after some commodity prices fall, they will attract
A large number of consumers buy from the industry, which makes the sales revenue of merchants grow rapidly.
Increase; However, after some commodity prices fell, only a small amount of consumption was attracted.
Buyers come to buy, which reduces the sales income of merchants. why
After the price reduction of two commodities, it brings two completely different things to the merchants.
And the result? Here, the most fundamental reason is because of two kinds of business.
The price elasticity of commodity demand is different.
First, the price elasticity theory of demand
1, the price elasticity of demand. The price elasticity of demand is determined by the following factors
It is used to measure the change of commodity demand on the price of commodity itself.
Change the sensitivity of the reaction. According to the demand theorem, in other articles,
With the parts unchanged, the demand changes with the price.
But the change direction is opposite. Demand after the price rises or falls.
The extent of reduction or increase will vary according to the kind of goods.
If the price of some commodities changes slightly, the demand will be very large.
Great changes. This situation indicates the change of demand price.
The phase-finding reaction is very sensitive. There are also some commodities, and the prices are compared.
Big changes will only make the demand relatively small.
Change. In other words, the response of demand to price changes is not
Particularly sensitive. Some commodities, the extent of price increase and demand
The reduction is the same. The changes of the two percentages are exactly equal:
There are also some commodities whose demand remains unchanged after price changes.
Change. The concept of demand price elasticity is used to explain and
Distinguish between the above situations, the price elasticity of demand is determined by demand.
Compare the rate of change in quantity with the rate of change in price.
Fixed is a variable used to indicate the demand for another variable.
A reaction process caused by a small percentage change in the price of a variable.
The concept of degree. Demand is usually removed as a percentage of price change.
Percentage of change. The percentage of these two changes,
It is called demand price elasticity, that is, demand elasticity = demand.
Percentage change in quantity/price. Set Ed
Represents the elasticity coefficient of demand, p represents the original price △P represents the price.
Variation, q represents the original demand, and Δ q represents the change of demand.
Momentum and elastic coefficient of demand can be expressed by the following formula:
_，}}O.}P}}△0 P}
La =}} I'm 10 thousand -} = m.} I
} A r { I B R Diao "
According to the demand theorem, generally speaking, the demand for goods
Quantity and price change in opposite directions, so the Ed value in the above formula
It's negative. But when measuring the response of demand to price changes
In terms of sensitivity, considering the elastic coefficient, there is no special mark.
Meaning, so for the sake of convenience, it is generally expressed in absolute value.
Price elasticity coefficient of demand.
According to the elasticity coefficient of demand price, we can put
It can be divided into five situations: completely inelastic, inelastic and single.
Elastic, elastic, completely elastic.
dagger
ask
P fluctuates up and down.
(2)
P
0 (d)
As shown in the above figure,
D stands for demand curve and q stands for demand.
Quantity, p stands for price. Figure (a) shows that the demand is completely elastic.
J wins, that is, Ed 2 0, which means no matter how the price changes. Demand quantity
Is fixed, the demand curve at this time is the horizontal axis.
A vertical line. Figure (b) shows that the demand curve is inelastic.
Sex, that is, Ed}l, means that the percentage of demand change is less than the price.
Percentage change when the demand curve is relatively steep.
A steep line. (c) The chart shows that demand has unit elasticity, that is,
Ed= 1, which means that the percentage change of demand is equal to the price change.
Percentage, when the demand curve is a positive hyperbola, that is
Q= 1/Po (d) shows that demand is elastic, that is, Ed).
1, indicating that the percentage of demand change is greater than the percentage of price change.
The demand curve at this time is a relatively flat line.
(e) The chart shows that the demand is completely elastic, that is, Ed=,
It shows that the demand can be changed at will at a given price.
The demand curve at this time is a line parallel to the horizontal axis. These five
Among the three types, it is completely inelastic, unit elastic and completely rich.
Elasticity is three extremely special situations, which are extremely difficult in practice.
Met it. Most of them are the demand, price elasticity or
Elastic or inelastic.
2 factors affecting the price elasticity of demand. Commodity demand
Price elasticity is influenced by many factors, among which
Quantity and similarity of commodity substitutes
The importance of commodities in consumer budgets and the use of such commodities.
The number of roads, etc. The quantity and general process of commodity substitution.
Degree is the most important factor affecting the price elasticity of commodity demand.
Sue. The more substitutes there are for a commodity, the more substitutes there are.
Similarly, the greater the price elasticity of demand for this commodity. second
The greater the importance of commodities in consumer budgets, the greater the rebound of demand prices.
The greater the sex, the less important it is, and the greater the price elasticity of demand.
Small. Third, under the condition of other conditions unchanged, goods
The more widely used, the greater the price elasticity of its demand. When these
When the demand price elasticity of goods is high, consumers will only buy more
A small amount for the most important purpose. When this kind of quotient
After the price reduction, consumers will buy more quantities to use.
For less important purposes. But sometimes it's hard to rely on one
One judges whether the goods are elastic, although some goods are many.
There are three uses, but there is a lack of similar substitutes, such as water.
Category goods: some goods account for families, although there are many substitutes.
The budget is relatively small, such as the price of soap and other commodities.
Lattice elasticity is relatively small.
Second, the relationship between demand price elasticity and total income of enterprises
Discussion on the elasticity of demand price and its decisive factors
The decision-making of enterprises is very important because of the production of enterprises.
The price elasticity of product demand is closely related to the total income of enterprises.
Close. When setting prices or changing product prices, enterprises must
We should consider the price elasticity of product demand. The following is specific.
Analyze the relationship between demand price elasticity and total income of enterprises.
Relationship. Because most goods are either elastic or inelastic.
Elasticity, so it mainly analyzes elastic and inelastic goods.
The influence of price increase and price reduction on the total income of enterprises.
1, the price of commodities with elastic demand rises and falls in opposition to the total amount.
The impact of income. As shown in the following figure (a), the demand curve D is
The relatively flat curve shows that this product belongs to the demand.
Flexible products. Now let's assume that the original price is
At this time, the demand is Q, and the manufacturer sells this product.
The total income is the area of parallelogram p, AQ and O. If you put
When the price drops to Pz, the demand is Q: and the manufacturer gets the total.
The payoff is the area of the parallelogram PzBQzO. From the picture, we
Intuitively, it can be seen that the area of quadrilateral PzBQzO is larger than four sides.
The area of P, AQ and O, that is, after the price reduction, the product's
Total income has increased. If you take Pz as the original price, then
Raising the price to P can be interpreted as this kind of production after the price increase.
The total income of commodities has decreased. Therefore, if the demand for a product is
Flexible, the total income of enterprises will increase after price reduction.
Efficiency, and the rise in prices will reduce the total income of enterprises.
\D
Parcel Post
B
A~
P
p，
P2
0 Q，Qz 0 Q，Qz
(a) (b)
2, the demand for enterprises inelastic commodity prices increase or decrease.
The impact of total income. As shown in the above figure (b), the demand curve D ratio
Steep, indicating that the demand for this commodity is inelastic. at present
Now we assume that the original price is P, so the corresponding demand is
Q, the total income of manufacturers is the face of parallelogram p, EQ and o.
Products. Now we reduce the price to Pz, which is the corresponding demand.
Is Qz, and the total profit of the manufacturer is the face of the parallelogram PzFQzO.
Products. From the picture, we can see the parallelogram intuitively.
The area of PzFQzO is smaller than the plane of parallelogram p, EQ, 0.
Products, that is to say, the total income of this commodity has decreased after the price reduction.
Yes If P: is regarded as the original price, then the price is raised.
When you get to P, you can prove the total income of this commodity after the price increase.
Benefits have increased. Therefore, if there is a lack of demand for a product.
Flexible, the total income of enterprises will be reduced, and enterprises
Raising the price will increase the total income.
Third, the application of demand price elasticity theory.
At the beginning of the article, it is mentioned that the prices of some commodities have dropped.
Will attract a large number of consumers to buy, so that the sales of businesses closed.
The number of people has increased because the demand for these goods is flexible.
Yes In the market, if we can judge that some goods are in rich demand.
Flexible, manufacturers can adopt the strategy of reducing prices, that is, "thin"
The strategy of "selling more", but not the strategy of raising prices.
For example, in Wuzhou, Ren's trip to Baiyun Mountain Park costs five yuan.
Yuan, it is fifty yuan to buy an annual ticket; The last trip to Beishan Park costs money.
Three or five, buy an annual ticket (Beishan Park annual ticket stipulates that people will arrive before eight o'clock.
Park 25 yuan, the result is that in addition to larger festivals, like
Double Ninth Festival, May 1st, November 1st and June 1st.
There are many people outside, and the rest of the time tourists are sparse.
Often less, resulting in idle social resources, which is very regrettable. At this stage
According to the specific income situation and price level of Wuzhou people, spend
This kind of commodity that costs three yuan or five yuan to go to the park belongs to
Demand is elastic. Compared with now, there are very few local tourists.
Local tourists will only come to Wuzhou in the case of several large festivals.
Tickets in parks should be reduced. Regardless of the fare or the year.
Tickets should be reduced because they can attract a large number of people.
Wuzhou local residents go to the park to spend money. There is a city in Guangdong Province,
Ten dollars can buy tickets for all parks in the city for one year.
Almost all the residents in this city have annual tickets. Wuzhou park
After the annual ticket price drops, I think it will also receive good results.
Moreover, for parks, the fixed costs are generally large and variable.
The cost of moving is less, the total cost of tourists is increased, and the expenditure of Liu Park is not much.
The impact is too great, while the park increases its income, it spends money.
There is little increase in usage, so why not? Moreover, from the perspective of social benefits.
Generally speaking, more Wuzhou people go to the park to exercise and breathe fresh air.
Fresh air and inhalation of negative ions can improve the physical condition of Wuzhou people.
It has been well improved, and in the long run, it has increased social benefits.
Is immeasurable.
The article began to mention that after some commodity prices fell, only
Will attract a small number of consumers to buy, resulting in business sales.
The decrease in sales revenue is due to insufficient demand for these goods.
Inelastic. In the market, if merchants can accurately judge
If the demand for a commodity is inelastic, it cannot be adopted.
Take the strategy of lowering the price, but should take the strategy of raising the price. At the age of ninety
At the end of 1990s, several domestic color TV giants carried out.
A price war has lowered the price of color TVs one after another, which is their original intention.
It is "small profits but quick turnover", and each wants to occupy the color TV market, and both want to occupy it.
Get more market share. It backfired, no.
Leading consumers to rush to buy. In fact, by the end of 1990s,
During this period, the demand price of color TV sets in China market rebounded.
J Tucao becomes smaller, and price reduction can only reduce the total income of merchants. and
For example, in the agricultural product market, the bumper harvest of farmers often leads to
The reduction of farmers' income is also "cheap food hurts farmers." That's because ... ...
The demand price elasticity of crops is generally small, and crops
The bumper harvest led to a drop in crop prices, which in turn caused farmers.
Income has decreased. So in foreign countries, sometimes in crops
The practice of destroying some crops after harvest is to reduce
Reduce the losses of farmers.
The above analysis of product demand price elasticity and enterprises.
The relationship between the total income of the industry and some luck in practice
Use. In practical application, we should also pay attention to the following two points: first,
But the total income mentioned above includes costs and profits, as well as the total
The increase of income does not mean the increase of profit, and the decrease of total income is unexpected.
It means a reduction in profits: second, we must pay attention to the demand price of goods.
Lattice elasticity will depend on time, people's income level and geographical location.
Area and other factors change. For example, television, in our country eight.
In the era of 19 10, its price demand elasticity was relatively large, and with
With the change of time and people's income level, its demand price
The elasticity is getting smaller and smaller. There is also the ticket price of the park mentioned above.
Wuzhou belongs to elastic demand, but in developed places like Shenzhen,
Region, it should belong to the region lacking demand elasticity.
To sum up, when enterprises set or change product prices,
Be sure to consider the price elasticity of your product demand.
Only in this way can we make better use of price strategy and win in the competition.
Survival and development.