基于再造产品的销售定价策略研究

与传统定价理论类似,制定再造产品的销售价格时也需考虑市场细分、顾客群定位等传统问题。本文研究了基于不同细分市场、产品类别、质量水平及竞争环境下的再造产品的销售定价策略,提出再造产品存在着多种质量水平,基于质量差异的动态定价策略可以让再造企业拥有更好的竞争优势;同时考虑OEM与IR之间的竞争情况,用博弈模型研究了二者如何利用价格手段来防御对手竞争。

Study on the Sales Pricing Strategy of Remanufactured Products

Similar to traditional pricing theory,selling price of remanufactured products should consider many traditional issues,such as market segmentation,customer group positioning etc.This paper mainly analyzes the sales pricing strategy of remanufactured products from the view of market segmenting,different product categories,quality levels,and competitive environment.And then it draws the conclusions that the remanufactured products have a variety of quality levels,the dynamic pricing strategy based on the quality differences,which result in the remanufactured companies reach a better competitive advantage.Synchronously,considering the competitive condition between OEM and IR,this paper studies how these two parts resist competition using the price strategy based on the game model