基于消费者视角的差别定价对品牌资产的影响研究-企业管理专业论文.docxVIP

采用实证的方法对该模型进行了假设检验，确定了各个变量之间的关 系。最后，对本研究的结论进行了讨论，阐释了本研究的营销启示， 并对后续的研究进行了展望。 关键词：差别定价，品牌资产，涉入度，公平性感知 THE IMPACT OF DIFFERENTIAL PRICING ON CUSTOMER-BASED BRAND EQUITY ABSTRACT Since the birth of brand equity in 1980s, it was warmly welcomed both by scholars and enterprisers, becoming one of the most popular research and application areas. It has been proved that a company with a strong brand is always able to obtain more premiums, better marketing results, bigger market share, deeper customer loyalty and to maintain lasting competitive advantage in the market with fierce competition. Pricing strategy is a part of traditional 4P marketing mix theory, and its importance for corporate marketing activities is self-evident. But in the rapidly changing 21st century, most companies take pricing strategy only as a direct competition tool and ignore its strategic significance. At present, the differential pricing strategy has been widely used in marketing practice of all walks of life, and it aimed at achieving higher profits through market segmentation. There is no doubt that differential pricing strategy makes economic sense for companies. However, if we consider from the perspective of corporate brand equity, does differential pricing strategy sill make sense? In other words, does differential pricing strategy cause some degrees of impact on corporate brand equity? In this study, after systematic and in-depth research on literatures in the fields of differential pricing strategy and brand equity, three types of differential pricing, which are based on consumer segmentation, geography and time respectively, were identified. Then a conceptual model of how differential pricing affect brand equity was built under customer-based brand equity theoretical framework. With data from beverage industry, an empirical test was carried out and relationships between the variables were identified. At the end of the study, conclusions were discussed, marketing suggestions were given and fu