服务产品的定价.doc

摘要 纵观现代经济发展过程，服务业发展非常迅猛，服务在社会经济生活中有着越来越重要的地位。一方面，各种形式的服务满足了人们多方面的需要，另一方面，服务业在创造社会财富、增加就业机会等方面也发挥着越来越大的作用。正是因为服务及服务业在现代经济生活中的重要性，有人将后工业化社会称为服务经济社会。服务经济社会巨大的服务市场潜力为服务营销的开展提供了广阔的市场空间，服务市场上的激烈竞争也使服务营销充满了机遇和挑战。服务产品与日常生活息息相关，它的价格对社会生活有着巨大的影响，因此在对服务产品进行定价的时候，必须要重视消费者的消费心理，进而对服务产品进行合理的定价。本文主要讲了怎样对服务产品进行定价，总过分为了四个板块，首先介绍了服务产品进行了概述，接着介绍了影响服务产品定价的因素，第三个板块介绍几种服务定价的策略，最后是对服务产品定价的一些建议。通过本文的介绍，希望能够对服务产品进行一个好的定价，让服务企业取得好的利润。 关键词：价格学 定价因素 定价策略 ABSTRACT Throughout modern economic development process, the service industry is developing very fast in social economic life, service plays an increasingly important position. On the one hand, various forms of services to meet the various needs of the people, on the other hand, services in the social wealth and increasing employment opportunities, also plays an increasingly larger role. Precisely because the service and services in the modern economic life, someone will the importance of post-industrial society called service economic society. Service economy social huge service market potential for the development of service marketing provides a broad market space, the service market competition also make the service marketing full of opportunities and challenges. Service products and daily life, its price to the social life has the huge influence of service products, therefore in pricing, must value the consumers consumption psychology, then the service product with reasonable price. This paper mainly about how to service product pricing, total excessively to four sectors, firstly introduces service products are summarized, then introduces the factors affect the service product pricing, the third plate introduced several service pricing strategy, finally is price of products for service Suggestions. Through this paper introduced, in hopes of service products for a good pricing, let service enterprise obtains good profits. Keywords: Price；pricing factors；pricing strategy 目录 摘要 1 ABSTRACT 2 一 服务产品概述 4 （一）服务产品的含义 4 （二）服务产品的特征 4 二 影响服务产品定价