基于顾客认知价值的苹果公司定价策略研究
发布时间：2019-06-02 02:53
【摘要】：随着商业环境及竞争态势的不断变化,定价理论开始占据营销学的核心位置。快速消费品行业、航空业等,针对需求量波动调整价格；电信业通过分段收费和产品绑定进行产品创新并调整定价策略。定价理论和方法体系得到了不断发展和完善。如何才能做到更有利可图的定价,已被广泛关注和研究。 消费类电子产品的发展打破了成本导向和竞争导向的定价方式,丰富了基于价值导向的定价理论。随着移动互联网的发展,信息技术和移动设备的种类日益多样化,产品的价格决策对企业发展和参与市场竞争有着十分重要的意义。根据消费类电子产品的行业特点,探讨其产品的定价模型,对产品生厂商和服务提供商进行市场拓展和消费者制定购买决策都有现实价值。 本文通过对消费类电子产品的技术特点、成本构成、竞争环境、商业模式等方面进行分析,说明价格与各影响因素之间的关系。在消费类电子产品市场中,苹果公司无疑最具代表性,苹果推出的iPod、Phone、iPad等,不仅风靡全球,且一举革新了MP3、手机和电脑行业。苹果公司定价(也可以说是企业发展)的核心就是价值,即基于顾客认知价值的定价。因此,本研究将在介绍消费类电子产品的一般通用定价策略基础上,重点介绍苹果公司的定价策略。以顾客认知价值五维度模型、波特五力竞争模型和产品生命周期理论为主要的分析工具,’旨在探讨苹果公司产品定价策略的几个问题：产品的功能和效用对消费者认知价值的影响；将这些被消费者感知并认可的价值和相关定价模型相结合,针对市场竞争和产品差异探讨定价策略对消费者和企业获利的影响；在不同的细分市场和商业模式下,现有定价理论和模型对于企业利润的影响,并探讨了苹果iPhone+App Store创新模式下的定价策略。 本文分为四个部分,第一部分为背景及文献研究。介绍定价理论研究的发展,不同市场结构中的定价模型。第二部分为理论依据和方法。对影响消费类电子产品价格决策的因素进行分析,指出主要定价方法的适用性和局限性。第三部分为本章重点,首先介绍苹果公司的发展历程,分析苹果主要产品在不同细分市场的竞争态势。从战略角度、产品线角度和商业模式角度,深入分析不同角度下的定价策略及成功实施的条件。第四部分为结论。指出苹果公司定价策略存在的不足,给出改进建议,指出本研究存在的不足和展望。
[Abstract]:With the continuous change of business environment and competition situation, pricing theory begins to occupy the core position of marketing. FMCG industry, aviation industry, etc., adjust the price according to the fluctuation of demand; the telecommunications industry innovates and adjusts the pricing strategy through piecewise charging and product binding. Pricing theory and method system has been continuously developed and improved. How to achieve more profitable pricing, has been widely concerned and studied. The development of consumer electronic products breaks the cost-oriented and competition-oriented pricing methods, and enriches the value-oriented pricing theory. With the development of mobile Internet, the types of information technology and mobile devices are becoming more and more diversified. The price decision of products is of great significance to the development of enterprises and participation in market competition. According to the industry characteristics of consumer electronic products, the pricing model of consumer electronic products is discussed, which is of practical value to product manufacturers and service providers to expand the market and consumers to make purchase decisions. Based on the analysis of the technical characteristics, cost composition, competitive environment and business model of consumer electronic products, this paper explains the relationship between price and various influencing factors. Apple is undoubtedly the most representative of the consumer electronics market. Apple's iPod,Phone,iPad is not only popular all over the world, but also innovates the MP3, mobile phone and computer industry in one fell swoop. The core of Apple pricing (which can also be said to be enterprise development) is value, that is, pricing based on customer cognitive value. Therefore, on the basis of introducing the general pricing strategy of consumer electronics, this study will focus on the pricing strategy of Apple. Based on the five-dimensional model of customer cognitive value, Porter's five-force competition model and product life cycle theory, The purpose of this paper is to explore several problems of Apple's product pricing strategy: the influence of the function and utility of the product on the cognitive value of consumers; Combining these perceived and recognized values with related pricing models, this paper discusses the impact of pricing strategies on the profits of consumers and enterprises in view of market competition and product differences. Under different market segmentation and business models, the influence of existing pricing theories and models on corporate profits is discussed, and the pricing strategy under Apple iPhone App Store innovation model is discussed. This paper is divided into four parts, the first part is the background and literature research. This paper introduces the development of pricing theory and pricing models in different market structures. The second part is the theoretical basis and method. This paper analyzes the factors that affect the price decision of consumer electronic products, and points out the applicability and limitation of the main pricing methods. The third part is the focus of this chapter, first of all, it introduces the development process of Apple, and analyzes the competitive situation of Apple's main products in different segments of the market. From the strategic point of view, product line point of view and business model point of view, this paper deeply analyzes the pricing strategy and the conditions for successful implementation from different angles. The fourth part is the conclusion. This paper points out the shortcomings of Apple's pricing strategy, gives some suggestions for improvement, and points out the shortcomings and prospects of this study.
【学位授予单位】：陕西师范大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F416.63;F274
本文编号：2490773
[Abstract]:With the continuous change of business environment and competition situation, pricing theory begins to occupy the core position of marketing. FMCG industry, aviation industry, etc., adjust the price according to the fluctuation of demand; the telecommunications industry innovates and adjusts the pricing strategy through piecewise charging and product binding. Pricing theory and method system has been continuously developed and improved. How to achieve more profitable pricing, has been widely concerned and studied. The development of consumer electronic products breaks the cost-oriented and competition-oriented pricing methods, and enriches the value-oriented pricing theory. With the development of mobile Internet, the types of information technology and mobile devices are becoming more and more diversified. The price decision of products is of great significance to the development of enterprises and participation in market competition. According to the industry characteristics of consumer electronic products, the pricing model of consumer electronic products is discussed, which is of practical value to product manufacturers and service providers to expand the market and consumers to make purchase decisions. Based on the analysis of the technical characteristics, cost composition, competitive environment and business model of consumer electronic products, this paper explains the relationship between price and various influencing factors. Apple is undoubtedly the most representative of the consumer electronics market. Apple's iPod,Phone,iPad is not only popular all over the world, but also innovates the MP3, mobile phone and computer industry in one fell swoop. The core of Apple pricing (which can also be said to be enterprise development) is value, that is, pricing based on customer cognitive value. Therefore, on the basis of introducing the general pricing strategy of consumer electronics, this study will focus on the pricing strategy of Apple. Based on the five-dimensional model of customer cognitive value, Porter's five-force competition model and product life cycle theory, The purpose of this paper is to explore several problems of Apple's product pricing strategy: the influence of the function and utility of the product on the cognitive value of consumers; Combining these perceived and recognized values with related pricing models, this paper discusses the impact of pricing strategies on the profits of consumers and enterprises in view of market competition and product differences. Under different market segmentation and business models, the influence of existing pricing theories and models on corporate profits is discussed, and the pricing strategy under Apple iPhone App Store innovation model is discussed. This paper is divided into four parts, the first part is the background and literature research. This paper introduces the development of pricing theory and pricing models in different market structures. The second part is the theoretical basis and method. This paper analyzes the factors that affect the price decision of consumer electronic products, and points out the applicability and limitation of the main pricing methods. The third part is the focus of this chapter, first of all, it introduces the development process of Apple, and analyzes the competitive situation of Apple's main products in different segments of the market. From the strategic point of view, product line point of view and business model point of view, this paper deeply analyzes the pricing strategy and the conditions for successful implementation from different angles. The fourth part is the conclusion. This paper points out the shortcomings of Apple's pricing strategy, gives some suggestions for improvement, and points out the shortcomings and prospects of this study.
【学位授予单位】：陕西师范大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F416.63;F274
【引证文献】
相关硕士学位论文 前1条
1 张鑫;考虑广告投入的苹果公司产品定价策略研究[D];湖南大学;2016年
，本文编号：2490773
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