新产品价格策略研究论文.docVIP

学 年 论 文 题 目： 系 别： 业： 班 级： 学生姓名： 导师姓名： 起止时间： 学生姓名 指导教师 职称 系别 专业 题目 指导教师评语 目 录 摘要 I Abstract II 1 引言 1 2 新产品的概述 2 2.1 新产品的概念 2 2.2 新产品界定 2 3 新产品定价影响因素及定价程序 4 3.1新产品定价影响因素 4 3.2 新产品定价程序 5 4 新产品定价策略 7 4.1.撇脂定价 7 4.2渗透定价 8 4.3适中定价 8 4.4综合案例 9 5 结论 12 参考文献 13 摘要 中国这个对价格敏感度非常高的市场中，一旦定价失误，再好的产品也逃脱不了失败的命运。我们有时会发现一个产品，它的品质、包装、渠道、广告都非常不错，但就是做不起来，原因何在？就因为价格不当。而对新产品的定价，尤其值得重视。运用一套系统的定价及时调整以保持定价方式的科学有效China, the price is very high sensitivity to the market, once the pricing error, again good products will not escape the fate of failure. Sometimes we would find a product, its quality, packaging, channel, advertising are very good, but is do not rise, the reason? Just because the price is improper. And to the new product pricing, especially worthy of attention. New product pricing difficulty uncertain consumer for new products understand value. If the price is fixed high, hard to consumers accept, affect new product smoothly into the market; If the price is low, can directly affect the enterprise benefit. Therefore, the product pricing is very important. In new product pricing before, its necessary for the enterprise in new product faced by the analysis of the inner and outer environment, and use a set of system pricing procedure, steps and choose appropriate pricing strategy. Ensure that the new product can get to market. Common new product pricing strategies, have abandoned fat pricing, seepage pricing and moderate pricing. According to the market environment ingeniously using three kinds of pricing strategies, adjust to keep the pricing of scientific and effective. Key Words ： New product pricing Influence factors Pricing steps Pricing strategy adjust 引言 新产品的价格策略一般来说是指新产品的定价策略，目前国内外普遍认可的定价策略有三种即：撇脂定价、渗透定价和适中定价。除此之外还有其他一些价格策略，如：价格变动策略 系列产品定价策略 折扣定价策略 心理定价策略等。价格策略不是一成不变的，产品在不同时期，不同环境下，面临不同消费群体，采取的定价策略也有所不同。