管理型渠道的产品定价方法研究-企业管理专业论文.docxVIP

管理型渠道的产品定价方法研究 管理型渠道的产品定价方法研究 摘要 一般意义上的产品定价主要以产品的成本导向定价、市场需求导向定 价或竞争导向定价的思路所制定的面向消费者的产品价格，然而，这样的 定价思路没有很好考虑营销渠道的因素，其结果很可能造成营销渠道成员 企业不满，产生渠道冲突。因此，在产品定价时，也应考虑营销渠道方面 的因素。 在对营销渠道、渠道结构、渠道行为与渠道关系的概念有了一个清晰 的了解后，发现渠道是一个由渠道结构、渠道行为与渠道关系所组成的动 态的三维渠道系统。在该渠道系统中，着重研究选择型(中长层级)、管理 型和中等水平合作下的管理型渠道的产品定价。在详细分析管理型渠道的 产品成本导向定价、管理型渠道的产品市场需求导向定价和管理型渠道的 产品竞争导向定价的现有方法后，发现每种定价方法都存在很大局限性， 而将每种方法的优缺点综合后，发现可以弥补其上述产品定价方法的不足。 管理型渠道的产品综合定价方法就是在综合考虑渠道、市场需求、成本以 及竞争因素后提出的一种渠道模块定价方法。进而，对管理型渠道的产品 综合定价方法进行了实证研究。 关键词：三维渠道管理型渠道综合定价 PIUCING PIUCING METHOD RESEARCH ABOUT MANAGEMENT CHANNEL’S PRODUCT AB STRACT Generally speaking，pricing is an idea including cost，demands or competitive factors that customers can receive．Nevertheless，this idea may neglect channel members’demands that they should have a scientific and equitable price．Little by little they lose satisfactory and channel’conflict arises． Therefore，it is necessary to take channel’S factors into account on pricing． After comprehending channel，channel structure，channel conducts and channel relationship’s conception，we discover that channel is a dynamic three·dimensional space’system made up by channel structure，channel conducts and channel relationship．At this channel system，we deliberate mainly pricing method about management channel on the condition that selection (middle—long hierarchical)channel structure，management channel relationship and moderately channel conducts．We find mat these methods of the cost—oriented，demands-oriented and competitive—oriented pricing about the management channel have advantages and disadvantages．Finally,we discover a comprehensive pricing method by Synthesizing these advantages and disadvantages that Can overcome those shortcomings．The comprehensive II pricing pricing method about management channel is a channel module pricing method that integrated channel，cost,demands and competitive factors．Furthermore，we have investigated markets in order to support our research． KEY WORDS：three-dimensional channel；management