1、 短学期课程报告 外 文 翻 译 题 目 价格战的研究综述 学 院 商学院 专 业 市场营销 班 级 学 号 学生姓名 指导教师 审核意见： 指导教师（签名） 年 月 日 一、外文原文 （一）标题： How to Fight a Price War 原文： In the battle to capture the customer, companies use a wide range of tactics to ward off competitors. Increasingly, price is the weapon of choice and frequently the skirmi
2、shing degenerates into a price war. Creating low price appeal is often the goal, but the result of one retaliatory price slashing after another is often a precipitous decline in industry profits. Look at the airline price wars of 1992. When American Airlines, Northwest Airlines, and other U.S. carri
3、ers went toe-to-toe in matching and exceeding one anothers reduced fares, the result was record volumes of air travel-and record losses. Some estimates suggest that the overall losses suffered by the industry that year exceed the combined profits for the entire industry from its inception. Price war
4、s can create economically devastating and psychologically debilitating situations that take an extraordinary toll on an individual, a company, and industry profitability. No matter who wins, the combatants all seem to end up worse off than before they joined the battle. And yet, price wars are becom
5、ing increasingly common and uncommonly fierce. Consider the following two examples: In July 1999, Sprint announced a nighttime long-distance rate of 5 cents per minute. In August 1999, MCI matched Sprints off-peak rate. Later that month, AT & T acknowledged that revenue from its consumer long-distan
6、ce business was falling, and the company cut its long-distance rates to 7 cents per minute all day, everyday, for a monthly fee of $ 5.95. AT & Ts stock dropped 4.7% the day of the announcement. MCIs stock price dropped 2.5%； Sprints fell 3.8%. E-Trade and other electronic brokers are changing the c
7、ompetitive terrain of financial services with their extraordinarily low-priced brokerage services. The prevailing price for discount trades has fallen from $30 to $ 15 to $ 8 in the past few years. There is a little doubt, in the first example, that the major players in the long-distance phone business are in a price war. Price reductions per-second billing,
