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1、-微观经济学原理课程实践报告微观经济学原理案例分析-第 8 页课 程 实 践 报 告专 业 年 级 16市场营销(ISEC)2班 课 程 名 称 微观经济学原理 指 导 教 师 罗海梅 学 生 姓 名 刘慕尧 学 号 20160312012026 实 践 日 期 2016年11月10日 实 践 地 点 二教合3-1教室 实 践 成 绩 教务处制2016年11月4日实践项目名称微观经济学原理案例分析实践目的及要求实践目的：通过对真实案例资料的分析，有利于加强学生对相关知识点的深入理解，完善学生的知识理论体系，达到理论与实践相结合。将所学知识与生活案例相结合，增强微观经济学原理这门课程现实应用的重
2、要意义的认识。实践要求：1、了解微观经济学原理的相关概念与理论，具备一定的分析能力。2、每个学生独立完成一份实践报告，编辑成文本并提交纸质版和电子版各1份。3、格式要求：一、案例资料二、本案例涉及的微观经济学知识点：三、结合案例展开具体分析：四、案例分析过程中的心得体会：五、字体为宋体小四号字。案例涉及的知识点、具体分析内容和心得体会，若能使用英文回答，本项成绩将视回答情况上浮5-10分。实践内容微观经济学原理是一门基础性经济学科，其中的理论知识都与我们的现实生活密切相关。通过阅读案例资料，结合所学经济理论进行分析，写出心得体会，熟练掌握经济学原理，了解经济学原理在生活中的应用，做到学用结合。
3、实践步骤1、教师提供微观经济学案例资料2、学生找出案例资料涉及的的知识点3、结合案例展开具体分析4、写出在分析案例过程中的心得体会5、编辑实践报告并打印实践环境学校教室实践结果与分析案例及案例分析内容见附页。教师评语注：可根据实际情况加页附页：一、 案例资料： 钢笔中的贵族“派克”向来以优异的质量和昂贵的价格跻身高档消费品之列,1982年,为了回避与克罗斯公司的正面竞争,派克公司决定转而经营3美元以下的钢笔。公司总经理詹姆斯彼特森预测这样一定会极大地带动市场需求,刺激消费者购买。然而,出乎他意料的事情发生了:派克钢笔的销量不断下滑,最后降到了对手克罗斯公司销量的50%,并最终导致百年老店派克公
4、司被吉列特(Gillette)文具集团收购。1、派克公司经历滑铁卢的原因是什么呢?从需求供给弹性角度分析。 二、本案例涉及的微观经济学知识点：1 the relationship between supply and demand About 2 of small profits3 Classification of product properties4 distinction between luxuries and necessities三、 案例分析： First, for consumers, the Parker pen also represents a status and r
5、epresents a human way of life. It not only shouted down Yi Xu Ling cord effectively increase sales, anti Li will damage the brand image and value, thus affecting the long-term sales, puerile refers to the demand elasticity the commodity price to demand for small amplitude increased, while total reve
6、nue caused by the increase of inelastic demand for commodities, the price and total return into the same direction. For consumers, Parker pen also represents a status and represents a desirable way of life. Its a the price will not be able to effectively improve the pin The amount, but will damage t
7、he brand image and value, thus affecting the long-term sales. Above all, the elasticity of demand for all kinds of things is not the same, can be roughly divided into two types. One is the demand elasticity of goods, the elasticity of demand is greater than, such as luxury, cosmetics and other produ
8、cts, the price can buy more if not essential. And if the price can buy less, so in a reasonable price range, the total profits increased. The other is inelastic demand items, such as the demand elasticity is less than the necessities of life, the valley is one of them, these products not because of
9、price and buy a lot less, not because the price can buy a lot only. Required For flexible commodity to puerile. Because the demand for flexible goods, when the goods price, demand is greater than the rate of price decline, so the total revenue will increase. When the price dropped from P1 to P2, the
10、 product is more obvious than the incremental elastic incremental inelastic multi productsPuerile refers to low expanded sales strategy. Puerile in the small profits is the price, the price will be able to price, price can increase the total revenue. In the sales market is likely to expand, to reduc
11、e the price of a commodity by reducing unit profits of goods, although the amount of profit will enable enterprises to obtain from the unit goods in reduced, but because of the increase in the number of sales, corporate profits can increase the total demand elasticity of goods. Only to puerile. The
12、implementation of puerile goods, goods must meet the demand price elasticity is greater than 1, the demand elasticity is because the demand for a bomb. When the goods areThe commodity price decline, demand (and sales) increased more than the rate of price decline, so the total revenue increases. Pue
13、rile principle suitable for all categories of business management, single product sales factors, it can make the product briskly into the buyers market, provide effective supply and service in the society, comprehensive benefits, produce products at the same time, and can promote the full play of en
14、terprise productivity and increase production, accelerate capital turnover, inventory of production funds, is an effective management means to increase the profitability of the business. In the actual operation and management, the puerile principle has been widely used in the following aspects 1, pr
15、oduct has the vitality, but the sales into the trough, the puerile,Can increased the customers desire to buy, to stimulate the production and marketing aspects of the turnover, potential efficiency of mining products, make the enterprise in an invincible position. 2. The product is the market out of
16、 the column, there will be no improvement in sales profit guaranteed for the principle, the enterprise can reduce losses to a minimum, for the time to develop new products. 3. The same type of product market, fierce competition, with small profits, lowering the profit strategy, can compete for the s
17、ame customers, promote the enterprise product coverage, the radiation rate, improve the occupation rate of market of the new product. The 4 phase of the test, with puerile way as soon as possible so that the product into the market. The influence of diffusion, improve The popularity and application
18、of frequency, establish market credibility and prestige. In 5, the consumer market fund by the macro adjustment, the shortage of funds, the small profits, can quickly raise funds to attract and lead to tilt market purchase rate, conducive to the formation of the distribution situation of enterprise
19、products. 6, adequate sources of raw materials, simple production process. General technology, high yield, high throughput and market enterprise products, can adopt the principle of small profits, the product raw materials - commodity - money - a virtuous cycle of raw materials to accelerate, make f
20、ull use of the equipment efficiency, enterprise funds efficiency, technical efficiency, the formation of stable production, supply and marketing The sale of three-in-one foundation and development strength. From the point of view of economics is not puerile at what time can reference, we have time t
21、o be alert to puerile four traps: 1 small commodity demand elasticity trap from the sales volume of the goods on, under normal circumstances, small profits can increase the number of sales of goods but, from the sales point of view, but does not necessarily increase sales. This is because sales depe
22、nds on the quantity and price of commodities. In small sales, if the variation of the number of sales increased less than the change of commodity prices, thinThe 2 is the turnover rate. For example, when the price is reduced by 10% and 5% increase in the number of goods, sales did not increase but d
23、ecrease of about 5%. the puerile is not a universal law, the law on the part of goods there is a trap. Such as daily necessities and durable goods, such as salt, people not because of the decline in the price of salt and salt consumption, not because of salt prices and less consumption of salt. For
24、example, watches, rational people will not take two watches watches because of the decline of prices. Small profits first depends on the goods requiredFor the elastic (it is the rate of change of commodity price and demand change ratio), when the elasticity of demand of goods is more than 1, small p
25、rofits but quick turnover. When the elasticity of demand for commodities may be equal to or less than 1, but could not profits. 2 puerile consumer trapThe psychology of consumers to purchase small profits may lead to impossible profits for the commodity price, many consumers have always have this ki
26、nd of idea. For example, the price of a commodity, people may think: (1) may be a new kind of come out, the product sale; (2) the commodity price is not a disadvantage poor sales; (3) the enterprises may face financial difficulties, if it failed, the future may not buy the spare parts; (4) the price
27、 will decline, the best wait to buy; (5) price must be reduced the quality. Also, the general that the total demand will reduce prices. But Consumers can understand, mainly in the following aspects: (1) the price that is popular goods, should buy as soon as possible, otherwise they can not buy; (2)
28、this is a kind of special value of goods, so the price increases; (3) the seller is mercenary, can increase that sales. In these kinds of psychological effect, a decrease in the price may not more people buy, and Chinese and generally have a a penny and buy or not to buy up mentality, so the sale do
29、es not really touched the hearts of many people. Not cheap cheap is already a large number of consumers in the face of increasing prevalence on sale made The instinct to reflect. Therefore, even if the elasticity of demand of goods more than 1, due to the prevalence of consumers to buy or not to buy
30、 buy psychology may also lead to puerile trap. 3 puerile competitors trap in the use of puerile strategy, competitors will also cut camera resistance, easy to cause the price war. We can only increase share sales. If the demand, then the price competition will only cause loss. For example, in twenti
31、eth Century eight, in 90s the air-conditioning price war, the first use of puerile business strategy will not achieve the goal of small profits, but also makes the whole production line Production damaged. Change 4 puerile market trap in the market are the leading cause of puerile strategy problems.
32、 The shortage economy, the income level of low population, relative shortage of the total amount of social goods, the main performance of the market for the buyer between the number and the source for the goods in and out of the competition. The shortage of goods buyers are often difficult to a care
33、ful comparison of the non price factors among similar products, and gradually formed a cheap and Wumart as the basic measure to buy the product of the business culture. In this market, the seller if operating properly can obtain better economic benefits and broad Market space. Though encountering st
34、rong competition, if the low price marketing strategy, often also can increase profits. When it comes to expand sales, business, or festive good days need to sell the backlog of defective goods, with an allowance or discount for the basic content of the profits means more business use. However, the
35、passage of time. The consumer market has been basically bid farewell to the sellers market, in addition to the price factor, people have to carefully compare various similar products between the non price factors. Market competition has been transformed into the competition between tourist or market
36、 competition. Changes in the trading relationship quality, very limited market space under the condition of simple reduction Sales are clearly not a wise choice. In many product categories, non price competition has made the same or even more important role as the price factor,Provide objective cond
37、itions for 3 non price competition means, comprehensive use of a variety of price and non price competition means the performance is often greater than the simple reduction of competition effect. At the same time can be avoided due to simple price losses.四、 案例分析过程中的心得体会： We should not blindly cut pr
38、ices, the use of small profits, understanding the nature of the product right, to distinguish between luxury goods and necessities, correct medication, to cure the patient, but also puerile strategy should be inThe following case using the 1 product vitality, but sales into the trough, the puerile,
39、can hyperfunction shoppers to stimulate the production and marketing aspects of the turnover, potential efficiency of mining products, make the enterprise in an invincible position. 2 the product market is out of the column, there will be no improvement in sales profit preservation principle the ent
40、erprise can reduce losses to a minimum, for the time to develop new products on the market. The 3 products of the same type, when competition is fierce, with puerile, lowering the profit strategy, can compete for the same customers, promote the enterprise product coverage, the radiation rate, improv
41、e the occupation rate of market of 4 new products. Product trial stage, puerile way as soon as possible to enable the products to enter the market. The influence of diffusion, improve visibility and frequency of application, establish market credibility and prestige. The 5 consumer market fund by th
42、e macro adjustment, the shortage of funds, the small profits, can quickly raise funds to attract and lead to tilt market purchase rate, conducive to the formation of the the distribution of the enterprise product trend. 6 adequate sources of raw materials, simple production process, technology, high
43、 yield, high throughput and market enterprise products, can adopt the principle of small profits, the product raw materials - commodity - money - a virtuous cycle of raw materials to speed up, give full play to the enterprise Equipment efficiency, capital efficiency, technical efficiency, the formation of a more stable production, supply, sales of the Trinity foundation and development strength