| 零售商“差价返还”策略对商店整体价格形象的影响 |
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| 引用本文： | 张黎. 零售商“差价返还”策略对商店整体价格形象的影响[J]. 商业研究, 2007, 0(7): 112-117 |
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| 作者姓名： | 张黎 |
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| 作者单位： | 北京大学,中国经济研究中心,北京,100871 |
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| 摘 要： | 价格是零售商间竞争的一个重要营销要素,而消费者不可能依靠所有具体商品的价格来客观地判断一个商店的整体价格水平,相反他们会依据一些能够感受到的价格线索来形成对整体价格水平的感知。零售商的"差价返还"政策对于商店价格形象具有一定影响,为此在相关的理论框架下须对干扰因素进行实证研究。
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| 关 键 词： | 消费行为 零售管理 商店价格形象 差价返还 价格促销 |
| 文章编号： | 1001-148X（2007）07-0112-06 |
| 收稿时间： | 2006-08-28 |
| 修稿时间： | 2006-08-28 |
The Impact of Price-Matching Refund Policy on Retailer's Overall Price Image |
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| ZHANG Li. The Impact of Price-Matching Refund Policy on Retailer's Overall Price Image[J]. Commercial Research, 2007, 0(7): 112-117 |
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| Authors: | ZHANG Li |
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| Affiliation: | Peking University China Center for Ecomomic Research ,Beijing 100871, China |
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| Abstract: | Consumers cannot make an accurate judgment on a store's overall price level merely based upon the prices of all individual products.Conversely,they may evaluate the store's price level based upon some prominent clues inclu- ding retalhr's price promotion such as price-matching refund policy.This paper reviews the relevant studies and theo- ties,and dicuases the impact of the resfitictive element in this case. |
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| Keywords: | consumer behavior retail management shop price image price- matching refund price promotion |
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