新产品定价策略分析毕业论文.docVIP

目录： 摘要? 1 引言 2 一、新产品概念 2 二、新产品定价影响因素 3 三、新产品定价程序 5 四、新产品定价策略及案例解说 6 （一）取脂定价策略 7 （二）渗透定价策略 8 （三）满意价格策略 9 五、结论 9 参考文献? 11 新产品定价策略 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，原因为何？就因为价格不当。而对新产品的定价，尤其值得重视。新产品定价的难点在于无法确定消费者对于新产品的理解价值。如果价格定高了，难以被消费者接受，影响新产品顺利进入市场；如果定价低了，则会影响企业效益。因此，产品定价是非常重要的。在新产品定价前，企业有必要进行新产品所面临内外部环境的分析，并运用一套系统的定价程序和步骤，选择合适的定价策略。确保新产品能够顺利进入市场。常见的新产品定价策略有取脂定价、渗透定价和适中定价。根据市场环境巧妙运用三种定价策略，及时调整以保持定价方式的科学有效。? 关键词?：?新产品定价???影响因素??定价步骤??定价策略??及时调整 New product pricing strategy Abstract In China, the price is very high sensitivity to the market. If there is a mistake in pricing, those products maybe not have attention. Sometimes we find that many things of a product are very good, such as its quality, packing, channel and advertisement, but it’s failed. Why? The price is improper. It is very important to make new product pricing strategy. The main point in new product pricing strategy is it is difficult to ensure consumers’ worthy of attention to product. If the price is high, it is hard to accept for consumers and affect new product into market. If the price is low, it directly affects the company profit. We should have more attention in pricing. Before making the pricing strategy, 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. 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 新产品的定价策略是指为新推出市场的产品制定合理价格所运用到的策略，撇脂定价、渗透定价和适中定价是目前在国内外应用最为广泛的定价策略的三种。除此之外还有其他一些价格策略，包括价格变动策略、系列产品定价策略、折扣定价策略、心理定价策略等。产品的价格策略在产品的不同时期不同环境下，针对不同的消费群体，采取不同的定价策略，因此定价策略是弹性变动的，随着市场形势的变化而产生变动以适应激烈的竞争。 一种产品从进入市场到退出市场所经