制造商价格促销策略对经销商订货水平影响的实证研究

发布时间：2018-05-21 07:45

本文选题：奖励型价格促销策略 + 威胁型价格促销策略　；参考：《价格月刊》2016年12期

【摘要】：选用来源于中国新型建材制造行业348家经销商的数据,采用多元线性回归,实证检验了奖励型价格策略、威胁型价格策略和返利等三种不同的价格促销策略对经销商订货水平的影响。研究发现,奖励型价格策略对经销商的订货水平有显著正向影响,而威胁型价格策略对经销商的订货水平有显著负向影响;制造商返利策略对促进经销商的订货水平有显著正向影响,返利任务完成对经销商的订货水平有显著正向影响,而返利比例对经销商的订货水平有显著负向影响。研究还发现,返利完成与否跟返利比例对经销商订货水平存在显著的交互效应。研究揭示了面对制造商不同的价格策略时,经销商订货水平的不同表现,对指导企业管理者价格促销策略的运用和制造商关系管理具有较强的借鉴价值和实践意义。
[Abstract]:Based on the data from 348 dealers in China's new-type building materials manufacturing industry, the paper empirically tests the incentive price strategy by using multiple linear regression. The influence of three different price promotion strategies, such as threat price strategy and rebate strategy, on dealer order level. It is found that the incentive price strategy has a significant positive effect on the dealer's order level, while the threat price strategy has a significant negative impact on the dealer's order level. The manufacturer's return strategy has a significant positive effect on the order level of the dealer, the completion of the return task has a significant positive impact on the dealer's order level, and the return ratio has a significant negative effect on the dealer's order level. It is also found that there is a significant interaction between the return completion and the rebate ratio on the dealer order level. The study reveals that the different performance of dealer ordering level in the face of different price strategies of manufacturers has a strong reference value and practical significance to guide the use of price promotion strategy and manufacturer relationship management of enterprise managers.
【作者单位】：西南交通大学经济管理学院;台湾云图科学计算股份有限公司;
【基金】：国家自然科学基金资助项目“商业网络背景下的风险、风险态度与信任的建立及其跨文化研究”(编号:70672022)
【分类号】：F274

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