基于Priceline.com的消费者定价模式及其营销绩效研究
发布时间:2019-08-01 09:11
【摘要】:传统的定价模式大多未能跳出"由厂商定价"这一基本前提。基于Priceline.com的消费者定价模式将定价权让渡给消费者,使得价格最大程度接近消费者的预期。随着市场经济及网络信息技术的进一步发展,基于Priceline.com的消费者定价模式愈显示出其巨大的收益性。然而,目前对此定价模式及其适应性的研究并不多,因此,讨论这种定价模式的适应边界和营销绩效就显得尤为重要。经实证调查研究发现:就基于学生这一群体而言,消费者的价格敏感度这一变量在基于Priceline.com的消费者定价模式和企业市场营销绩效中起调节作用;且当消费者的价格敏感度越高,基于Priceline.com的消费者定价模式对企业市场营销绩效的影响越优于厂商定价对企业市场营销绩效的影响。
[Abstract]:Most of the traditional pricing models fail to jump out of the basic premise of the "Pricing by the manufacturer". The Priceline.com-based consumer pricing model assigns the pricing power to the consumer, making the price close to the consumer's expectations. With the further development of the market economy and the network information technology, the higher the Priceline.com-based consumer pricing model shows its great profitability. However, there are not many studies on the pricing model and its adaptability, so it is very important to discuss the adaptation boundary and marketing performance of this pricing model. The empirical research shows that the price sensitivity of the consumer plays an important role in the Priceline.com-based consumer pricing model and the marketing performance of the enterprise based on the student's group, and the higher the price sensitivity of the consumer, The effect of the Priceline.com-based consumer pricing model on the performance of the enterprise's marketing is better than the influence of the manufacturer's pricing on the performance of the enterprise's marketing.
【作者单位】: 湖南大学经济与贸易学院;湖南机电职业技术学院;
【基金】:湖南省哲学社会科学基金项目(13YBB077)
【分类号】:F274
[Abstract]:Most of the traditional pricing models fail to jump out of the basic premise of the "Pricing by the manufacturer". The Priceline.com-based consumer pricing model assigns the pricing power to the consumer, making the price close to the consumer's expectations. With the further development of the market economy and the network information technology, the higher the Priceline.com-based consumer pricing model shows its great profitability. However, there are not many studies on the pricing model and its adaptability, so it is very important to discuss the adaptation boundary and marketing performance of this pricing model. The empirical research shows that the price sensitivity of the consumer plays an important role in the Priceline.com-based consumer pricing model and the marketing performance of the enterprise based on the student's group, and the higher the price sensitivity of the consumer, The effect of the Priceline.com-based consumer pricing model on the performance of the enterprise's marketing is better than the influence of the manufacturer's pricing on the performance of the enterprise's marketing.
【作者单位】: 湖南大学经济与贸易学院;湖南机电职业技术学院;
【基金】:湖南省哲学社会科学基金项目(13YBB077)
【分类号】:F274
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