依云矿泉水定价策略及技巧研究.docVIP

依云矿泉水定价策略及技巧研究 工商管理专业 学生姓名：周舟 指导老师：文博 摘要 定价，是产品销售里面最重要的组成部分之一，本文主要研究商品和服务的价格制定和变更的策略，以求得营销效果和收益的最佳。而定价策略，市场营销组合中一个十分关键的组成部分。价格通常是影响交易成败的重要因素，同时又是市场营销组合中最难以确定的因素。企业定价的目标是促进销售，获取利润。这要求企业既要考虑成本的补偿，又要考虑消费者对价格的接受能力，从而使定价策略具有买卖双方双向决策的特征。此外，价格还是市场营销组合中最灵活的因素，它可以对市场作出灵敏的反映。所谓策略，是指为确立长久的竞争优势而采取的一系列行动。在市场上如何与对手并驾齐驱进行战斗，并获得顾客支持，生存下去，这是本文研究的一个核心课题，本文主要从价格策略，为什么采取这种价格策略，这种价格策略有何种好处三个方面来阐述定价的作用。 关键词：定价 策略 分析 优势 劣势 EVIAN Mineral Water of Study on Pricing Strategies and Skills business administration Student: Zhou Zhou Supervisor: Wen Bo Abstract Pricing, is one of the most important parts of the product sales, this paper mainly studies the prices of goods and services to develop and change strategies, in order to achieve the best marketing effect and income. The pricing strategy, a key component in the marketing mix. The price is usually the important factors to influence the success or failure, is also a factor in the market marketing combination is the most difficult to determine. Enterprise pricing goal is to promote sales, profits. This requires that enterprises should consider the costs ofcompensation, but also consider the prices of consumer acceptance, so as to make the pricing strategy has the characteristics of both bidirectional decision. In addition, the flexible price or marketing combination, it can make sensitiveresponse to the market. The so-called strategy, refers to a series of actionstaken to establish long-term competitive advantage. In the market and how to fight opponents racing together bridle to bridle, and customer support, to survive,this is a core topic of this study, this paper mainly from the price strategy, whytake this pricing strategy, the price strategy three aspects to elaborate the role ofwhat good pricing. Keywords: price strategy analysis advantage inferiority 目 录 摘要 - 1 - Abstract.......................................................- Ⅱ - 1 背景介绍 1 1.1公司简介 1 1.2 产品介绍 1 1.3 品牌定位 1 2 依云的定价策略 2 2.1 定价策略的内部原因分析 2 2.2 定价策略的外部