服务市场营销策略探讨

服务市场营销和产品市场营销相比具有以下特点:服务市场营销服务是无形的特点;服务具有不可分性;服务的易消失性;服务的差异性较大;时间因素的重要性;分销渠道的不同;营销组合不同.结合我国目前服务企业的经营现状和服务产品的特性,应采取如下的营销策略:树立全心全意为顾客服务的现代经营理念;根据顾客的需要制定服务产品的策略;考虑服务产品特点的定价策略;服务产品的有形化策略;服务的技巧化策略;服务关系化策略.     

企业产品定价中的消费税筹划

价格改革后,很多产品的价格已不由国家控制,而由企业按市场供求自行定价。做好企业的税收筹划首先要求做好产品定价决策中的税收筹划：因为产品定价决策,将导致的不同税收结果。这就要求我们在不影响企业经营的情况下重视产品定价,从而达到节税效果。下面结合具体案例予以阐述。     

浅论网络营销中的顾客让渡价值

因特网的出现 ,引起了市场营销的革命。以互联网为营销平台 ,传递营销信息和沟通厂商及消费者需求的网络营销正使传统的市场营销组合策略发生巨大的变化。不仅企业的产品策略、定价策略、分销渠道和促销方式要发生根本性的变化 ,而且企业的成本、企业与顾客之间的关系及沟通方式等也将发生重大变化。也就是说 ,一切影响顾客让渡价值的因素在网络营销中都将会发生变化。网络营销能否获得成功取决于企业能否有效地利用这些变化来提高顾客让渡价值。     

我国外商投资企业转移定价影响因素分析——基于因子分析方法

跨国公司的转移定价政策是权衡各项影响因素后的结果,以前的研究认为,规避税收是跨国公司在制定转移定价策略时考虑的第一诱因(Finnie,1978),但随着跨国公司海外投资规模的增加以及各国税务当局对转移定价税收流失监管力度的加大,追求全球利润最大化逐渐成为跨国公司考虑的第一要素,单纯从避税角度的考虑已不再是主流。避税动机并非外商投资企业转移定价的主要动机,这为我国内外资企业所得税合并改革提供了一种思路。     

鄂尔多斯市房地产市场价格策略研究

近年来,中国房地产业发展迅速,带动了其他行业的发展,在解决我国居民住房问题,经济发展方面起到了重大的作用。房地产市场营销越来越重要了,而在市场营销中的价格策略显得尤为重要。房地产的价格主要是由土地成本、开发、管理费用等构成,同时受自然、政治、经济、社会因素和市场供求关系的影响。鄂尔多斯作为内蒙古快速发展的城市之一,其房地产的价格策略中还存在着制定价格时缺少市场调查,定价以企业为中心,定价策略单一,难以适应市场要求等一些不足。我们要运用合理的价格策略和方法,对存在的不足进行完善,使房地产企业在制定价格时能够应对市场的需求选择合理的定价策略和方法,让房地产企业在实现自己利润的同时,也能满足消费者的需求。     

我国企业实施绿色营销的现实意义及策略思考

绿色营销是指照顾环层面的,以可持续发展理论为其指导思想的,在营销过程从始至终各个环节皆贯彻和实施绿色的新型市场营销。我国企业实施绿色营销是实现可持续发展的必然选择;是满足消费者绿色需求的需要;是企业打破绿色贸易壁叠的必由之路。在开展绿色营销中,我国企业应采取以下策略;产品策略;定价策略;分销策略;促销策略。     

顾客感知价值对网络信息产品定价的影响研究

网络经济和信息技术的发展使顾客感知价值逐渐成为影响企业生存的核心因素.由于网络信息产品自身的特性及定价因素的复杂程度,使得网络信息产品定价灵活多变,而顾客感知价值又是影响消费者购买行为的关键因素.为此,从网络信息产品市场结构分析入手,以消费者支付意愿为桥梁,构建顾客感知价值的利润函数模型,通过对垄断市场结构下单一定价和歧视定价策略的对比分析,为网络信息产品厂商在市场竞争中制定和选择有效的定价策略提供理论参考和依据.     

技术创新产品定价影响因素及定价方法分析

一、技术创新产品的定价影响因素影响产品定价的因素有很多,一般来说,可以分为企业内部因素(企业定价目标、市场策略能力等)和企业外部因素(政府干预、社会经济状况、货币价值、中间商力量、消费者需求、竞争者行为、市场结构等)。影响一般产品定价的因素,也会影响技术创新产品定价。但是由于技术创新产品的特殊性,影响技术创新产品的因素有所不同。     

再谈基于作业成本法的产品定价决策

<正>根据西方经济学和市场营销理论建立起来的企业产品定价方法与模型很多,如成本加成定价法、目标利润定价法、认知价值定价法、差别定价法、撇脂定价法和渗透定价法等。这些模型和方法都以成本为基础,结合顾客和市场竞争等因素制定。成本信息在定价和产品组合决策中非常重要,因为只有产品定价足以保证企业能够收回全部成本,企业才能获得生存和发展的空间,并向投资者提供足够的利润。而且,成本信息具有易获取性,当企业需要在短期内确定多种产品的价格时,成本是产品定价时唯一的依据。甚至在产品价格完全由市场供需     

商业银行中间业务定价方法探讨

价格策略是现代商业银行中间业务市场营销策略最重要的组成部分,它直接关系到银行中间业务产品的经营规模,直接决定了商业银行中间业务的收入和利润水平,因此,中间业务产品的定价问题应该引起足够的重视。本文对常用的中间业务定价模型进行分析,提出加强中间业务成本的采集和核算、加强需求弹性研究、加强中间业务产品整合研究、为组合定价夯实基础等建议。     

普惠金融目标实现的企业组织形式创新研究

普惠目标的实现对农村金融组织提出了特殊的要求,为进一步推进普惠目标的实现,提倡农村金融企业主动承担起社会责任,本文提出构建社会型金融企业的设想,并对社会型金融企业的投资目标、业务和产品创新、定价、竞争等运行机制进行了分析。     

稀土企业产品定价的博弈分析

在分析我国稀土储备急剧下降而稀土产品定价权旁落他人的基础上,运用博弈论相关理论,构建了稀土企业和竞争企业、政府部门、国际买家三方博弈模型,分别得出了Nash均衡解,最后给出了掌控稀土产品定价权的政策建议。     

个人消费信贷市场发展与产品结构调整策略研究

个人消费信贷业务近年来发展很快,但同时由于缺乏科学的规划,个人消费信贷的市场发展策略和产品结构普遍存在着与市场脱节的问题。本文以工商银行北京市分行为例,立足考察个人消费信贷业务的产品结构,通过横向对比,指出产品布局和市场策略缺陷,并就改进产品结构和调整市场发展策略提出具体的建议,包括:根据产品生命周期理论,采用不同的市场策略,全力打造明星产品组合、强化品牌宣传,以品牌战略提高客户忠诚和满意度;发挥现有优势,根据不同产品的特点,拓展营销渠道,特别是大力发展电话银行和网上银行;开展前瞻性的产品定价研究,做好迎接利率市场化的准备。     

个人消费信贷市场发展与产品结构调整策略研究

个人消费信贷业务近年来发展很快，但同时由于缺乏科学的规划，个人消费信贷的市场发展策略和产品结构普遍存在着与市场脱节的问题。本文以工商银行北京市分行为例，立足考察个人消费信贷业务的产品结构，通过横向对比，指出产品布局和市场策略缺陷，并就改进产品结构和调整市场发展策略提出具体的建议，包括：根据产品生命周期理论，采用不同的市场策略，全力打造明星产品组合、强化品牌宣传，以品牌战略提高客户忠诚和满意度；发挥现有优势，根据不同产品的特点，拓展营销渠道，特别是大力发展电话银行和网上银行；开展前瞻性的产品定价研究，做好迎接利率市场化的准备。     

Pricing and the psychology of consumption

Most executives know how pricing influences the demand for a product, but few of them realize how it affects the consumption of a product. In fact, most companies don't even believe they can have an effect on whether customers use products they have already paid for. In this article, the authors argue that the relationship between pricing and consumption lies at the core of customer strategy. The extent to which a customer uses a product during a certain time period often determines whether he or she will buy the product again. So pricing tactics that encourage people to use the products they've paid for help companies build long-term relationships with customers. The link between pricing and consumption is clear: People are more likely to consume a product when they are aware of its cost. But for many executives, the idea that they should draw consumers' attention to the price that was paid for a product or service is counterintuitive. Companies have long sought to mask the costs of their goods and services in order to boost sales. And rightly so--if a company fails to make the initial sale, it won't have to worry about consumption. So to promote sales, health club managers encourage members to get the payment out of the way early; HMOs encourage automatic payroll deductions; and cruise lines bundle small, specific costs into a single, all-inclusive fee. The problem is, by masking how much a buyer has spent on a given product, these pricing tactics decrease the likelihood that the buyer will actually use it. This article offers some new approaches to pricing--how and when to charge for goods and services--that may boost consumption.     

Strategic transfer pricing,absorption costing,and observability

This paper analyses the use of transfer pricing as a strategic device in divisionalized firms facing duopolistic price competition. When transfer prices are observable, both firms’ headquarters will charge a transfer price above the marginal cost of the intermediate product to induce their marketing managers to behave as softer competitors in the final product market. When transfer prices are not observable, strategic transfer pricing is not an equilibrium and the optimal transfer price equals the marginal cost of the intermediate product. As a strategic alternative, however, the firms can signal the use of transfer prices above marginal cost to their competitors by a publicly observable commitment to an absorption costing system. The paper identifies conditions under which the choice of absorption costing is a dominant strategy equilibrium.     

Tax strategy control: The case of transfer pricing tax risk management

This paper examines how a functional tax strategy impacts the management control system (MCS) in a multinational enterprise (MNE) facing transfer pricing tax risks. Based on case study findings it is argued that the MCS in a multinational setting is contingent upon the MNE's response to its tax environment. Moreover, the paper extends existing contingency-based theory on MCS by illustrating the role of inter-organisational network collaboration across MNE transfer pricing tax experts. This collaboration, caused by a widely dispersed tax knowledge base, fuels the formal interactive control system and reduces tax uncertainty. The paper adopts an interdisciplinary approach for explaining findings, using contingency-based theory and network theory at the inter-organisational level.     

对国有商业银行产品管理和创新的若干思考

随着金融业的发展和客户对金融需求的日益增长,商业银行核心竞争力越来越依赖于成功的产品开发、科学的产品定价、优良的产品品质以及卓越的产品营销,因此,加强产品管理和创新对国有商业银行而言具有十分紧迫的现实意义.本文从产品结构、功能、创新及营销等多角度对产品管理进行了分析,指出国有商业银行目前的产品管理缺乏市场导向的产品管理理念、产品管理构架不完善、缺乏科学的产品创新机制及缺乏明确的产品品牌战略等.针对此,作者提出建立以市场为导向的产品管理理念、构建面向市场的产品管理组织框架、制定科学的产品营销策略及理顺产品创新模式等具体建议.     

Intertemporal price discrimination with two products

We study the two‐product monopoly profit maximization problem for a seller who can commit to a dynamic pricing strategy. We show that if consumers' valuations are not strongly ordered, then optimality for the seller can require intertemporal price discrimination: the seller offers a choice between supplying a complete bundle now, or delaying the supply of a component of that bundle until a later date. For general valuations, we establish a sufficient condition for such dynamic pricing to be more profitable than mixed bundling. So we show that the established no‐discrimination‐across‐time result does not extend to two‐product sellers under standard taste distributions.     

The Impact of Range Pricing on Marketing Time and Transaction Price: A Better Mousetrap for the Existing Home Market?

In various markets around the country, some real estate professionals are employing a new pricing strategy that involves marketing homes for sale with a price range rather than a single asking price. This strategy is often touted as a mechanism that will attract more potential buyers to look at a house and thus result in reduced marketing times for existing homes, with prices determined by competitive forces. The purpose of this study is to empirically examine whether houses using range pricing, often referred to as value range marketing, sell in the same amount of time and sell for similar prices as those marketed in the traditional manner. Two staged least squares with a correction for sample selection and Weibull duration models are used to test the hypotheses, employing a sample of 5,852 residential houses that were sold during the period January 1999 to December 2000. In contrast to claims of the strategy’s proponents, the results indicate that houses take longer to sell when using the range pricing strategy after controlling for physical characteristics and market conditions. Furthermore, there is no evidence that this strategy has any significant impact on transaction prices.