毕业论文基于消费者感知的价格促销策略研究.doc

湖南*****学校毕业论文（设计） 第 PAGE 15页 共 NUMPAGES 18页 基于消费者感知的价格促销策略研究 摘 要 市场的激烈竞争导致了促销活动的产生，而在多种多样的促销活动中，价格促销作为促销活动中最为直接的方式，往往起到了重要的作用，同时也得到了许多营销者的青睐。本文通过对市场中价格促销的现状分析，并且结合消费者感知的有关内容，对价格促销的开展提出了一些应该注意的问题和建议。经过分析与探讨发现,在进行价格促销同时应该注意促销活动的时机、频率以及幅度等因素。同时价格促销还应该结合自身实际，并且有自身的特色。 关键词：价格促销，心理感知，策略研究 The study of perceptionsof price promotion strategy?based on consumer Author: ************ Tutor:****** Abstract As the fierce market competition makes the sales become a topic of concern to many marketers. Among the many promotional activities, price promotions, as one of the most direct way, often can play a good effect. However, the price promotion of this approach is always to achieve the expected outcome was the implementation of this approach will affect the future of the business do? This paper start from a consumer perception point of view on how to price promotions in order to play the best results. Through analysis and study found that price promotions during the same time, should pay attention to the timing of promotional activities, frequency and amplitude and so on. At the same time price promotion should also combine their actual conditions, and has its own characteristics. Key words: price promotion, mental perception, Strategy 目 录 TOC \o 1-3 \h \z \u HYPERLINK \l _Toc 1绪论 PAGEREF _Toc \h 1 HYPERLINK \l _Toc 2价格促销的基本涵义及方式 PAGEREF _Toc \h 2 HYPERLINK \l _Toc 2.1 价格促销的基本涵义 PAGEREF _Toc \h 2 HYPERLINK \l _Toc 2.2 价格促销的基本方式 PAGEREF _Toc \h 2 HYPERLINK \l _Toc 3价格促销的开展 PAGEREF _Toc \h 3 HYPERLINK \l _Toc 3.1 低价策略的运用 PAGEREF _Toc \h 3 HYPERLINK \l _Toc 3.2 价格促销与营销策略的结合 PAGEREF _Toc \h 4 HYPERLINK \l _Toc 4价格促销与消费者感知 PAGEREF _Toc \h 5 HYPERLINK \l _Toc 4.1 价格的心理机制 PAGEREF _Toc \h 5 HYPERLINK \l _Toc 4.1.1 衡量商品品质和内在价值 PAGEREF _Toc \h 5 HYPERLINK \l _Toc 4.1.2 自我意识比拟 PAGEREF _Toc \h 5 HYPERLINK \l _Toc 4.2 消费者感知 PAGEREF _Toc \h 5 HYPERLINK \l _Toc 4.3 消费者对于价格促销的心理表现 PAGEREF _Toc \h 6 HYPERLINK \l _Toc 4.3.1 习惯心理 PAGEREF _Toc