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| 基于展望理论的企业定价策略研究 | |
| 引用本文： | 张全成,胡韬,周庭锐. 基于展望理论的企业定价策略研究[J]. 价格月刊, 2012, 0(2): 10-14 |
| 作者姓名： | 张全成 胡韬 周庭锐 |
| 作者单位： | 1. 四川师范大学商学院,四川成都,610101 2. 西华大学管理学院.四川成都610039 3. 中国人民大学商学院,北京,100872 |
| 基金项目： | 本文系国家自然科学基金(2010～2012)"，四川师范大学科研基金支持项目 |
| 摘 要： | 展望理论描述了人们在风险条件或不确定条件下的决策行为。在阐述展望理论主要观点的基础上,从探讨框架效应、参照点、价值函数等因素影响消费者决策心理的角度,提出了企业优化产品定价策略的相应建议。 |
| 关 键 词： | 展望理论 框架效应 价值函数 定价策略 |
Company Pricing strategy Research Based on Prospect Theory |
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| Zhang Quan-cheng , Hu Tao , Zhou Ting-rui. Company Pricing strategy Research Based on Prospect Theory[J]. , 2012, 0(2): 10-14 | |
| Authors: | Zhang Quan-cheng Hu Tao Zhou Ting-rui |
| Affiliation: | 1.School of Business,Sichuan Normal University Sichuan Chengdu 610101;2.Xihua University School of Management,Sichuan Chengdu 610101;3.Renmin University of China School of Business,Beijing 100875) |
| Abstract: | Prospect theory described the decision behavior of people under risk circumstance or uncertain situations.On the basis of reviewing core points of prospect theory,this paper studies factors influencing consumer decision such as framing effect,reference point dependence and value functions theory,then puts forward some constructive suggestions for companies’ pricing strategy. |
| Keywords: | prospect theory framing effect value function pricing strategy |
| 本文献已被 CNKI 万方数据 等数据库收录！ | |