共查询到20条相似文献,搜索用时 62 毫秒
1.
2.
《现代营销(创富信息版)》2019,(11):174-175
行为定价脱胎于行为经济学,是一种将消费者心理学和行为决策理论运用到定价环境中的理论。与传统价格策略相比,行为定价更加关注不同价格情境下消费者的价格行为。它强调价格策略的目的在于分析、利用消费者自身的"非理性"因素引导消费者在不同情境下的购买决策,以提高企业的收入和业绩。本文阐述了行为定价理论的思想和特征,希望对企业的定价行为具有启示作用。 相似文献
3.
4.
5.
6.
心理定价策略,是指企业在定价时考虑到消费者购买时的心理因素,有意将产品价格定得高些或者低些,以诱导消费者的购买行为来扩大市场销售量的一种定价策略。它能为餐饮企业带来一定的收益。然而,在餐饮的实际运作中,这种策略的不恰当运用却屡见不鲜。主要体现在三个方面:定价方式的复制现象严重、心理价格不适应顾客心理、不道德地运用心理定价策略。本文试对这三方面的现状予以探析。 相似文献
7.
文杰 《四川商业高等专科学校学报》2005,13(2):95-97
消费者行为受到广告影响不仅有来自个体内部因素,同时还受到个体以外的自然环境、社会文化、家庭、社会阶层等情景性因素的影响。也就是说,消费者行为是包括广告影响在内的一定情景或背景下产生的。广告心理学认为,广告心理暗示的作用一般分为五个方面:自然情景、社会文化情景、时间情景、任务情景以及以前状态情景。其中重要的是自然情景、社会阶层和家庭等因素。 相似文献
8.
9.
在整个服务性消费中,服务零售消费与居民的关系最为密切。服务零售定价一直以来是经营的薄弱点,常常受到服务零售产品异质化程度高、服务零售质量感知滞后性等因素影响。根据服务零售顾客感知价值的四种表现和特点,服务零售商可采取多种不同的服务定价策略,在保证经营者利益的同时,最大限度地刺激消费。 相似文献
10.
大学生已经有了比较稳定的价值观、态度和行为方式,对管理者的正面教育管理往往不以为然,学生工作者如果能利用好心理暗示,其思想教育工作可收到事半功倍的效果。 相似文献
11.
From 1911 until 2007, minimum resale price maintenance agreements between manufacturers and resellers were illegal under federal antitrust law. This handicapped manufacturers which sought to exert control over how their products were priced and promoted through the distribution channel. In June 2007, the United States Supreme Court—via the Leegin case—ruled that bilateral minimum resale price maintenance agreements would no longer be automatically illegal. Rather, they would be legal if their net impact is pro-competitive, and illegal only if the net impact is anti-competitive. This ruling empowers manufacturers to use resale price maintenance to create value for their customers and consumers. However, not all stakeholders—including some state legal systems—have embraced the Leegin ruling, thereby creating uncertainty regarding its final impact. Despite this uncertainty, the opportunities created by Leegin are worth exploring and acting upon. Since the Leegin ruling 3 years ago, a new landscape for resale pricing maintenance has been evolving. We discuss this landscape and the considerations for using resale price maintenance within its ambit. For many manufacturers, the chance of benefitting from Leegin outweighs any potential risks. 相似文献
12.
The purpose of this research is to enhance knowledge about service recovery by investigating the feelings of psychological distance in the relationship between customers' perceptions of service recovery efforts of the perceived justice dimensions (distributive, procedural, and interactional justice) and attitudinal responses such as satisfaction with service recovery effort and trust in the firm. The results of structural equation modelling analyses suggested that consumers who had positive justice perceptions were likely to exhibit positive attitudinal responses. Consequently, the positive attitudinal responses generated positive word-of-mouth intention about their experiences and encouraged them to continue the service. 相似文献
13.
14.
《Journal of Strategic Marketing》2012,20(6):530-547
We approach behavior-based price discrimination experimentally to identify customer characteristics that influence price discrimination in competitive markets. We provide insights on the impact of customer value heterogeneity and preference stochasticity on price discrimination in two period duopoly models with customer recognition. We find that sellers offer discounts to new customers when customers are homogenous and preferences are stable. While customer heterogeneity intensifies competition resulting in greater price discrimination and aggressive pricing, preference stochasticity reduces the incidence of price discrimination. Overall customer value heterogeneity and preference stochasticity do not provide the requisite conditions to ensure profitable loyalty rewards. We also find evidence of repeat purchase behavior amongst buyers and an aversion for add-on charges. 相似文献
15.
Price developments after a nominal shock: Benford's Law and psychological pricing after the euro introduction 总被引:1,自引:1,他引:1
Tarek el Sehity Erik Hoelzl Erich Kirchler 《International Journal of Research in Marketing》2005,22(4):471-480
Retail managers use psychological pricing to make the prices of goods appear to be just below a round number. The euro introduction in 2002, with its various exchange rates, distorted existing nominal price patterns while at the same time retaining real prices. We studied consumer prices before and after the introduction of the euro by using Benford's Law as a benchmark for price adjustments. Results indicate the usefulness of this benchmark for detecting irregularities in prices, and a clear trend towards psychological pricing after the nominal shock of the euro introduction. In addition, the tendency towards psychological prices results in different inflation rates in dependence of the price pattern. 相似文献
16.
This article represents the first of several editorials to appear in the Journal of Retailing designed to examine the nexus between retail practice and research, with the goal of stimulating further research. This essay on emerging trends in pricing discusses recent advances in retail pricing optimization. We begin with a review of how retailers typically make pricing decisions using time-honored heuristics and attempt to infer the optimal decisions. However, current methods are suboptimal because they do not consider the affects of advertising, competition, substitute products, or complementary products on sales. Most fail to take into account how price elasticity changes over time, particularly for fashion merchandise, or how market segments react differentially to price changes. In addition, many retailers find it difficult to know how to price merchandise when their suppliers offer temporary “deals.” They are also generally unaware of how their pricing strategy influences their overall image. As these issues demonstrate, optimal pricing is not a static problem. Retailers must be able to react quickly to changes in the environment or sales patterns. This paper also provides examples of the more sophisticated pricing techniques that are currently being tested in practice. Finally, we conclude with a discussion of the critical components that must be incorporated into retail pricing. 相似文献
17.
在文化消费多样化和移动互联网技术兴起的发展趋势下,中国演艺市场面临着高成本、低回报的经营困境,作为新兴产业的演艺行业,不管是运行秩序还是行业规则方面,都有需要完善的地方。以演出产品定价为主要研究视角,提出了演出产品定价存在机制不完善、价格水平整体偏高、炒票现象严重等问题,并从建立演出产品价格管理体系、实行差异化定价策略、科学管理演艺市场3个方面提出了建议。笔者将鲍莫尔的病态成本理论作为演艺产品差异化定价的理论依据,菲利普·莱斯利的百老汇价格歧视作为将科学管理手段应用于演出产品价格管理的例证,对演艺产品定价机制及完善对策进行了初步探究。 相似文献
18.
19.
随着中国对外开放程度不断提高,人民币逐渐走出国门,特别是党的十八大以来,人民币加入特别提款权(SDR),其国际货币的地位初步奠定。目前,人民币已成为全球第五大支付货币,全球已有60多个央行或货币当局将人民币纳入外汇储备。本文结合人民币国际计价功能的发展,对其特点进行了具体分析。研究发现:人民币计价功能的区域性特征明显,人民币在国际金融计价中的比重增长较快,增加人民币供给为其实现国际计价功能提供了有力保障,互联网和移动支付是实现人民币计价功能的重要通道。 相似文献
20.
顾客感知是顾客对消费产品预期和实际感知的一种对比或权衡。医疗器械行业是一个多学科交叉、知识密集、资金密集型的高技术产业,进入门槛高。在我国进行医疗体制改革的阶段,医疗器械行业具有广阔的发展前景,依据顾客感知理论进行医疗器械产品营销可以围绕产品研发设计、促销、定价等策略展开。 相似文献