国际营销中差异化价格策略对购买意愿的影响研究
发布时间：2018-08-06 10:54
【摘要】：在国际营销实践中,由于营销目标、成本结构、税收、竞争状况、汇率、政府管制以及其他的一些因素在国家之间存在较大的差异,企业往往采用差异化的价格策略在不同的国家对相同的产品设定不同的价格,以期迎合不同的市场环境和消费者需求,进而实现企业的长期利润最大化,然而事实可能并非如此。在移动互联网时代,消费者能够获取的信息越来越多,当消费者了解相同的产品在不同的国家以不同的价格出售时,会认为企业所设定的价格是不公平的,这将对消费者的购买意愿产生负面影响,进而降低企业的销售收入。因此,研究国际营销中的差异化价格策略如何影响消费者的购买意愿,将有助于企业的价格策略选择,具有较强的现实意义。现有关于国际营销中价格策略的研究偏重于讨论采取差异化价格策略或标准化价格策略的重要性和价值,以及应该如何设定价格才能够使得企业的利润最大化。对于不同的价格策略对消费者的影响的研究较少,也较少研究差异化价格策略对消费者购买意愿的影响机理和由于企业的差异化价格策略所导致消费者低购买意愿的应对策略。因此,本文具有较强的理论意义。在文献回顾和案例分析的基础上,作者确定了本文的研究内容为以下三点:(1)国际营销中,不同的差异化价格策略将对消费者的购买意愿产生什么样的影响?其中的影响机理如何?(2)是否所有的差异化价格策略都会对消费者的购买意愿产生影响?有什么因素在其中起着调节作用?(3)当企业所采取的差异化价格策略导致消费者购买意愿降低时,企业应该采取什么方式来应对?通过对案例进行分析,从本国消费者的视角出发,将企业的价格策略分为三类:高价策略,即产品在本国的价格高于国外的价格;低价策略,即产品在本国的价格低于国外的价格;同价策略,即产品在本国的价格和国外的价格一致。利用价格歧视理论、公平理论、参照点理论、归因理论以及群际理论和认知失调理论,本文构建了一个差异化价格策略影响消费者购买意愿的理论模型,模型以差异化价格策略为自变量,以消费者购买意愿为因变量,以价格公平感知为价格策略与消费者购买意愿之间的中介变量,分析价格策略对消费者购买意愿的影响机理;以产品的来源国为调节变量,在控制产品来源国效应的情况下,分析产品来源国在上述理论模型中的调节作用;并且在这个模型框架下,探讨如何提升由于差异化价格策略造成的低购买意愿。实验法是国际营销中被广泛采用的研究方法,实验法能够发现变量之间的因果关系,并控制干扰变量的影响,能够得到可靠的研究结论,因此本文也采用实验法来进行。具体实验过程如下,首先通过文献寻找,发现成熟和适用的量表,经过双向翻译形成本文的测量量表;其次通过前测问卷挑选合适的实验刺激物,结合研究内容,形成11类不同的调查问卷;再次通过街头随街截访的形式在成都范围内展开问卷调查;最后汇总调查结果,采用spss软件对调查数据进行分析。通过对数据进行分析,本文得出如下研究结果:首先,企业采取高价策略时,消费者的购买意愿最低,价格公平感知也最低;当企业采取低价策略时,消费者的购买意愿和价格公平感知均高于高价策略时的情况;在同价策略下,消费者的购买意愿和价格公平感知程度均最高。其次,差异化价格策略通过消费者的价格公平感知对购买意愿产生影响,价格公平感知在差异化价格策略与购买意愿间起中介作用。第三,在明确了价格差异对消费者购买意愿影响机制的基础上,本文进一步分析了在差异化价格策略下,产品的来源国对消费者购买意愿和价格公平感知的影响。通过采用两个来源国效应无显著差异的产品来源国(中国、英国)作为刺激物,本文发现,消费者对于本国产品的高价策略的价格公平感知显著低于消费者对外国产品的高价格策略的价格公平感知,并且在这两种情况下的消费者购买意愿也呈现相同的趋势;消费者对于本国产品的低价策略的价格公平感知显著高于对外国产品的低价策略的价格公平感知,但是在这两种情况下,消费者的购买意愿没有显著差异。最后,当差异化价格策略导致消费者的低购买意愿时,本文考察了“解释”和“无应对”两种应对策略的效果。结果表明,与无应对相比,当由于差异化价格策略导致消费者低购买意愿时,若企业采取解释策略,有助于降低消费者的价格不公平感,并提升其购买意愿。总结本文的研究结果并转化为研究结论如下:首先,企业在选择价格策略时不应该仅仅从企业自身或市场环境方面来分析,应该将消费者感知纳入为一个影响因素。当差异化价格策略导使得消费者处于不利状态时,会降低消费者的价格公平感知,并使其购买意愿也随之降低。其次,本文认为,企业应该以一个较高的价格进入国外市场,较之以一个低的价格进入市场,这种价格策略下消费者购买意愿较高,有助企业利润的实现。再次,当价格策略导致消费者低购买意愿时,企业应及时采取解释策略,解释策略能够转移消费者价格参考点,有助于提升消费者的价格公平感知,并最终实现购买意愿的提升。
[Abstract]:In the practice of international marketing, because of the marketing goals, cost structure, tax, competition, exchange rate, government control and other factors, there are great differences between countries. Enterprises often adopt differential price strategies to set different prices in different countries in different countries in order to cater for different market environment and eliminate them. In the era of mobile Internet, more and more information can be obtained by consumers. When consumers know the same products sold at different prices in different countries, the price set by the enterprise will be unfair, which will be used for consumption. Therefore, it is of great practical significance to study how the differential price strategy in international marketing affects the consumer's purchase intention will be helpful to the choice of the price strategy of the enterprise. The current research on the price strategy in international marketing is more important than the discussion. The importance and value of the differential price strategy or the standardized price strategy, and how to set the price to maximize the profit of the enterprise. There are few studies on the influence of different price strategies on consumers, and less research on the mechanism of the influence of differential price strategy on the consumer's purchase intention and the poor enterprise. Therefore, this paper has strong theoretical significance. On the basis of literature review and case analysis, the author determines the following three points: (1) in international marketing, what different differential pricing strategies will produce to consumers' willingness to purchase What are the impact mechanisms of it? (2) do all the differential price strategies have an impact on the consumer's purchase intention? What factors play an regulatory role? (3) when the differential price strategy adopted by the enterprise leads to the reduction of the consumer's purchase intention, what should the enterprise take to deal with it? The case is analyzed. From the perspective of domestic consumers, the price strategy of the enterprise is divided into three categories: the high price strategy, that is, the price of the product is higher than the foreign price in the country; the low price strategy, that is, the price of the product is lower than the foreign price in the country; the same price strategy, that is, the product is in the same price in the country as the foreign price. Theory, equity theory, reference point theory, attribution theory, group theory and cognitive disharmony theory, this paper constructs a theoretical model of the difference price strategy affecting the consumer's purchase intention. The model takes the differential price strategy as the independent variable, the consumer purchase intention as the dependent variable and the price equity perception as the price strategy and consumption. The intermediary variable between the purchase intention and the influence mechanism of the price strategy on the consumer's purchase intention; the regulation variable of the source country of the product and the control effect of the product source country in the above theoretical model under the control of the source country effect of the product; and under the framework of this model, we discuss how to improve the difference. The experimental method is a widely used research method in international marketing. Experimental method can find the causal relationship between variables and control the influence of the interference variables, and can get reliable conclusions. Therefore, this paper also uses the experimental method. The concrete experiment process is as follows. First, the literature is found through literature search. Find, find the mature and applicable scale, through two-way translation to form the measurement scale of this article; secondly, select the appropriate experimental stimulus by the pre test questionnaire, combine the research content, form 11 different types of questionnaire; again through the street intercepting form in the form of Chengdu to launch a questionnaire survey; finally summary the results of the survey, the use of SPSS According to the analysis of the data, the results are as follows: first, when enterprises adopt high price strategy, the consumers' purchase intention is the lowest and the price fair perception is the lowest; when the enterprise adopts the low price strategy, the consumers' purchase intention and the fair price perception are higher than those of the high price strategy. Under the same price strategy, the consumers' purchase intention and the fair perception of price are the highest. Secondly, the differential price strategy has an effect on the purchase intention through the price fair perception of the consumer. The price fair perception plays a mediating role between the differential price strategy and the purchase intention. Third, the price difference is clear to the consumer. On the basis of the willingness to influence mechanism, this paper further analyzes the influence of the source countries of the product on the consumer's purchase intention and the fair perception of price under the differential price strategy. By using the product source countries (China, Britain) which have no significant differences in the two source countries, the article finds that the consumer is high on the domestic product. The price equity perception of the price strategy is significantly lower than the consumer's fair perception of the high price strategy for foreign products, and the consumer purchase intention is also the same in these two situations; the price fair perception of the consumer's low price strategy for domestic products is significantly higher than the price of the low price strategy for foreign products. But in these two cases, there is no significant difference in the consumer's willingness to purchase. Finally, when the difference price strategy leads to the low purchase intention of consumers, this paper examines the effect of the two coping strategies of "explanation" and "no response". When the purchase intention is low, if an enterprise adopts an explanation strategy, it can help to reduce the price inequality of the consumer and improve its purchase intention. The results of this study are summarized as follows: first, the enterprise should not only analyze the price strategy from the enterprise itself or the market environment, and should perceive the consumer. As an influential factor, the dissimilated price strategy leads to a lower price perception of consumers and a decrease in the willingness to purchase. Secondly, it is believed that the enterprise should enter the foreign market at a higher price and enter the market at a low price, which is a price policy. Again, when the price strategy leads to the low purchase intention of the consumer, the enterprise should take the explanation strategy in time when the price strategy leads to the consumer's low purchase intention. The explanation strategy can transfer the reference point of the consumer price, which will help to improve the consumer's sense of the price fair, and finally realize the promotion of the purchase intention.
【学位授予单位】：成都理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F713.55
本文编号：2167509
[Abstract]:In the practice of international marketing, because of the marketing goals, cost structure, tax, competition, exchange rate, government control and other factors, there are great differences between countries. Enterprises often adopt differential price strategies to set different prices in different countries in different countries in order to cater for different market environment and eliminate them. In the era of mobile Internet, more and more information can be obtained by consumers. When consumers know the same products sold at different prices in different countries, the price set by the enterprise will be unfair, which will be used for consumption. Therefore, it is of great practical significance to study how the differential price strategy in international marketing affects the consumer's purchase intention will be helpful to the choice of the price strategy of the enterprise. The current research on the price strategy in international marketing is more important than the discussion. The importance and value of the differential price strategy or the standardized price strategy, and how to set the price to maximize the profit of the enterprise. There are few studies on the influence of different price strategies on consumers, and less research on the mechanism of the influence of differential price strategy on the consumer's purchase intention and the poor enterprise. Therefore, this paper has strong theoretical significance. On the basis of literature review and case analysis, the author determines the following three points: (1) in international marketing, what different differential pricing strategies will produce to consumers' willingness to purchase What are the impact mechanisms of it? (2) do all the differential price strategies have an impact on the consumer's purchase intention? What factors play an regulatory role? (3) when the differential price strategy adopted by the enterprise leads to the reduction of the consumer's purchase intention, what should the enterprise take to deal with it? The case is analyzed. From the perspective of domestic consumers, the price strategy of the enterprise is divided into three categories: the high price strategy, that is, the price of the product is higher than the foreign price in the country; the low price strategy, that is, the price of the product is lower than the foreign price in the country; the same price strategy, that is, the product is in the same price in the country as the foreign price. Theory, equity theory, reference point theory, attribution theory, group theory and cognitive disharmony theory, this paper constructs a theoretical model of the difference price strategy affecting the consumer's purchase intention. The model takes the differential price strategy as the independent variable, the consumer purchase intention as the dependent variable and the price equity perception as the price strategy and consumption. The intermediary variable between the purchase intention and the influence mechanism of the price strategy on the consumer's purchase intention; the regulation variable of the source country of the product and the control effect of the product source country in the above theoretical model under the control of the source country effect of the product; and under the framework of this model, we discuss how to improve the difference. The experimental method is a widely used research method in international marketing. Experimental method can find the causal relationship between variables and control the influence of the interference variables, and can get reliable conclusions. Therefore, this paper also uses the experimental method. The concrete experiment process is as follows. First, the literature is found through literature search. Find, find the mature and applicable scale, through two-way translation to form the measurement scale of this article; secondly, select the appropriate experimental stimulus by the pre test questionnaire, combine the research content, form 11 different types of questionnaire; again through the street intercepting form in the form of Chengdu to launch a questionnaire survey; finally summary the results of the survey, the use of SPSS According to the analysis of the data, the results are as follows: first, when enterprises adopt high price strategy, the consumers' purchase intention is the lowest and the price fair perception is the lowest; when the enterprise adopts the low price strategy, the consumers' purchase intention and the fair price perception are higher than those of the high price strategy. Under the same price strategy, the consumers' purchase intention and the fair perception of price are the highest. Secondly, the differential price strategy has an effect on the purchase intention through the price fair perception of the consumer. The price fair perception plays a mediating role between the differential price strategy and the purchase intention. Third, the price difference is clear to the consumer. On the basis of the willingness to influence mechanism, this paper further analyzes the influence of the source countries of the product on the consumer's purchase intention and the fair perception of price under the differential price strategy. By using the product source countries (China, Britain) which have no significant differences in the two source countries, the article finds that the consumer is high on the domestic product. The price equity perception of the price strategy is significantly lower than the consumer's fair perception of the high price strategy for foreign products, and the consumer purchase intention is also the same in these two situations; the price fair perception of the consumer's low price strategy for domestic products is significantly higher than the price of the low price strategy for foreign products. But in these two cases, there is no significant difference in the consumer's willingness to purchase. Finally, when the difference price strategy leads to the low purchase intention of consumers, this paper examines the effect of the two coping strategies of "explanation" and "no response". When the purchase intention is low, if an enterprise adopts an explanation strategy, it can help to reduce the price inequality of the consumer and improve its purchase intention. The results of this study are summarized as follows: first, the enterprise should not only analyze the price strategy from the enterprise itself or the market environment, and should perceive the consumer. As an influential factor, the dissimilated price strategy leads to a lower price perception of consumers and a decrease in the willingness to purchase. Secondly, it is believed that the enterprise should enter the foreign market at a higher price and enter the market at a low price, which is a price policy. Again, when the price strategy leads to the low purchase intention of the consumer, the enterprise should take the explanation strategy in time when the price strategy leads to the consumer's low purchase intention. The explanation strategy can transfer the reference point of the consumer price, which will help to improve the consumer's sense of the price fair, and finally realize the promotion of the purchase intention.
【学位授予单位】：成都理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F713.55
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