网络营销模式下电子易逝品的定价策略.doc
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网络营销模式下电子易逝品的定价策略,网络营销模式下电子易逝品的定价策略1.56万字我自己原创的毕业论文，仅在本站独家提交，大家放心使用 摘要 当浏览网络成为日常生活的一部分，网络营销对传统的营销模式形成了巨大的冲击。在网络营销模式下，信息的获取成本更加低廉，信息的传播速度更加迅速、信息的不对称性也逐渐缩小，这些都使得消费者有更多的可能在购买产品的行为中更...
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网络营销模式下电子易逝品的定价策略
1.56万字
我自己原创的毕业论文，仅在本站独家提交，大家放心使用
摘要 当浏览网络成为日常生活的一部分，网络营销对传统的营销模式形成了巨大的冲击。在网络营销模式下，信息的获取成本更加低廉，信息的传播速度更加迅速、信息的不对称性也逐渐缩小，这些都使得消费者有更多的可能在购买产品的行为中更有策略性，同时也为商家实施动态定价提供了基础。
网络作为一种交互式的可以双向沟通的渠道与媒体，为企业与顾客之间架起沟通的桥梁,通过网络企业更容易获得和更新需求数据，实现更为频繁的价格调整，另一方面顾客也容易比较企业和产品以及改变对企业的选择。电子商务的发展加快了营销模式的进步、加剧了市场竞争、促进了产的更新换代而加重产品的易逝性。
电子商务正在改变传统的社会生产方式和销售模式,对动态定价产生着深刻影响，为实施易逝品动态定价提供了有效的环境和保障。动态定价是收益管理的主要内容之一。面对越来越剧烈的市场竞争，定价优化对企业收益甚至是生存更加具有显著的影响。20世纪80年代，收益管理系统最早被开发并应用于民航客运公司。自那以后，网络的快速发展，使得类似技术在零售业、服务业、通讯业等诸多行业中得到广泛应用。在这种背景下，定价策略与收益优化逐渐成为许多公司的核心竞争力。
改善定价是“增加利润最快和最有效的方法”，而且随着定价决策的速度和复杂性的增长也越来越重要。另外，新一代的信息技术提供了分析和发掘市场机会所需要的信息和运算能力。动态定价要求企业根据市场需求和自身供应能力，以不同的价格将同一种产品适时地销售给不同的顾客或不同的细分市场，以实现收益最大化的策略。
本文首先介绍了易逝品的概念和特征，分析了网络营销模式下电子易逝品定价策略研究的意义和相关研究现状。其次介绍了易逝品定价策略的管理思想——收益管理，列举了几种常用的动态定价方法，简单说明了网络营销模式的特点。建立了两阶段定价的数学模型，接着又分析了手机行业的现状和特征，在此基础上分析了小米手机的定价策略。
关键词：网络营销 易逝品 定价策略 收益管理
The Electronic perishable product's pricing strategy based on the network marketing mode
Abstract When browsing the Internet become part of everyday life, the network marketing to the traditional marketing model formed a huge impact.In network marketing mode, the information acquisition costs are lower, information transmission speed more quickly, the information asymmetry is gradually narrowed, that has made consumers more likely are more strategic in the act of buying products, but also provides a basis for the merchants to implement dynamic pricing.
Can network as a kind of interactive two-way communication channels and media, as a bridge between enterprises and customers, the enterprise through the network more available and update demand data, achieve more frequent price changes, on the other hand customer is also easy to compare companies and products and change the choice of the enterprise.Electronic commerce development accelerated the progress of the marketing mode, intensified market competition, promote the upgrading of production and increase the perishable products.
E-commerce is changing the traditional way of social production and the sales pattern, having a profound impact on dynamic pricing, for the implementation of the perishable goods dynamic pricing provides effective environment and security.Dynamic pricing is one of the main content of the revenue management.In the face of increasingly severe market competition, pricing optimization for corporate earnings, and even survival is more significant effect.In the 1980 s, revenue management system was developed and applied to civil aviation passenger transport company at the earliest.Since then, the rapid development of Internet, make similar technology in retailing, services, telecommunications and other industries widely used.In this context, the benefits and pricing strategy optimization has gradually become the core competitiveness of many companies.
Improve the pricing is "increase profits is the fastest and the most effective way to", and with the increase in the speed and complexity of pricing decision is becoming more and more important.In addition, a new generation of information technology provides the information they need to make analysis and discover market opportunities and computing power.Dynamic pricing requires companies according to market demand and the supply ability, will be the same product with different price timely sales to different customers or different market segments, to maximize revenue strategy.
This paper first introduces the concept and characteristics of the perishable goods, analyzed the network marketing mode of electronic the perishable product pricing strategy research significance and research status quo.Secondly introduces the perishable product pricing strategy management thoughts - revenue management, enumerates several kinds of commonly used methods of dynamic pricing, simple shows the characteristics of network marketing model.Established the mathematical model of two-phase pricing, then analysis the present situation ..
1.56万字
我自己原创的毕业论文，仅在本站独家提交，大家放心使用
摘要 当浏览网络成为日常生活的一部分，网络营销对传统的营销模式形成了巨大的冲击。在网络营销模式下，信息的获取成本更加低廉，信息的传播速度更加迅速、信息的不对称性也逐渐缩小，这些都使得消费者有更多的可能在购买产品的行为中更有策略性，同时也为商家实施动态定价提供了基础。
网络作为一种交互式的可以双向沟通的渠道与媒体，为企业与顾客之间架起沟通的桥梁,通过网络企业更容易获得和更新需求数据，实现更为频繁的价格调整，另一方面顾客也容易比较企业和产品以及改变对企业的选择。电子商务的发展加快了营销模式的进步、加剧了市场竞争、促进了产的更新换代而加重产品的易逝性。
电子商务正在改变传统的社会生产方式和销售模式,对动态定价产生着深刻影响，为实施易逝品动态定价提供了有效的环境和保障。动态定价是收益管理的主要内容之一。面对越来越剧烈的市场竞争，定价优化对企业收益甚至是生存更加具有显著的影响。20世纪80年代，收益管理系统最早被开发并应用于民航客运公司。自那以后，网络的快速发展，使得类似技术在零售业、服务业、通讯业等诸多行业中得到广泛应用。在这种背景下，定价策略与收益优化逐渐成为许多公司的核心竞争力。
改善定价是“增加利润最快和最有效的方法”，而且随着定价决策的速度和复杂性的增长也越来越重要。另外，新一代的信息技术提供了分析和发掘市场机会所需要的信息和运算能力。动态定价要求企业根据市场需求和自身供应能力，以不同的价格将同一种产品适时地销售给不同的顾客或不同的细分市场，以实现收益最大化的策略。
本文首先介绍了易逝品的概念和特征，分析了网络营销模式下电子易逝品定价策略研究的意义和相关研究现状。其次介绍了易逝品定价策略的管理思想——收益管理，列举了几种常用的动态定价方法，简单说明了网络营销模式的特点。建立了两阶段定价的数学模型，接着又分析了手机行业的现状和特征，在此基础上分析了小米手机的定价策略。
关键词：网络营销 易逝品 定价策略 收益管理
The Electronic perishable product's pricing strategy based on the network marketing mode
Abstract When browsing the Internet become part of everyday life, the network marketing to the traditional marketing model formed a huge impact.In network marketing mode, the information acquisition costs are lower, information transmission speed more quickly, the information asymmetry is gradually narrowed, that has made consumers more likely are more strategic in the act of buying products, but also provides a basis for the merchants to implement dynamic pricing.
Can network as a kind of interactive two-way communication channels and media, as a bridge between enterprises and customers, the enterprise through the network more available and update demand data, achieve more frequent price changes, on the other hand customer is also easy to compare companies and products and change the choice of the enterprise.Electronic commerce development accelerated the progress of the marketing mode, intensified market competition, promote the upgrading of production and increase the perishable products.
E-commerce is changing the traditional way of social production and the sales pattern, having a profound impact on dynamic pricing, for the implementation of the perishable goods dynamic pricing provides effective environment and security.Dynamic pricing is one of the main content of the revenue management.In the face of increasingly severe market competition, pricing optimization for corporate earnings, and even survival is more significant effect.In the 1980 s, revenue management system was developed and applied to civil aviation passenger transport company at the earliest.Since then, the rapid development of Internet, make similar technology in retailing, services, telecommunications and other industries widely used.In this context, the benefits and pricing strategy optimization has gradually become the core competitiveness of many companies.
Improve the pricing is "increase profits is the fastest and the most effective way to", and with the increase in the speed and complexity of pricing decision is becoming more and more important.In addition, a new generation of information technology provides the information they need to make analysis and discover market opportunities and computing power.Dynamic pricing requires companies according to market demand and the supply ability, will be the same product with different price timely sales to different customers or different market segments, to maximize revenue strategy.
This paper first introduces the concept and characteristics of the perishable goods, analyzed the network marketing mode of electronic the perishable product pricing strategy research significance and research status quo.Secondly introduces the perishable product pricing strategy management thoughts - revenue management, enumerates several kinds of commonly used methods of dynamic pricing, simple shows the characteristics of network marketing model.Established the mathematical model of two-phase pricing, then analysis the present situation ..
