电子商务下的企业定价策略以及实证研究.docVIP

产品定价是金业最重要的决策之一，随着市场竞争的日趋激烈，市场占主导地 位的商务环境，迫使企业引进多种形式的、与各种不同营销方式相关联的定价方法。 木论文以现实情况下的企业为研究对象，从理论和实证的角度出发，旨在得出半 企业在传统商务以及电子商务两种营销模式下，面对消费者的动态选择，应该如何 制定合理的定价策略，使得自身既不会损失客户源，又可以保证最大利润的实现， 最终实现双赢的结果。 从理论角度，引入商品价值可信度系数的概念，企业在分析消费者购物情况的 基础上，获得自身利润函数表达式，根据一阶求导法求解出获得最大利润吋，企业 在网络市场和传统市场上的最优的定价策略。从表达式可以看出商品在不同环境下 的定价与文屮定义的一些常量有关，并且商品的网上价格比市场价格低。 从实证角度，对消费者进行关于网上购物的问卷调查，并应用统计分析方法对 调査结果进行了分析总结。得出当前环境下网络购物的问题主要有：消费群比较狭 窄，特定性强、诚信缺失、产品质量低、购物程序繁琐、网上支付问题显著；同吋 电了商务的优势有：方便、廉价、商品多样。 关键词：电子商务 关键词：电子商务 商甜价值可信度系数 传统商务 定价策略 Abstract The product pricing is one of the most important decisions for enterprise. As commerce became far more competitive presently, marketing became dominant. Suppliers introduced many forms of pricing linked to various promotional techniques. This thesis is about corporation in reality, from the standpoint of theory and practice.The backbone of the thesis is to acquire the reasonable pricing strategies when the enterprise faces two market models-traditional market and electronic market .Considered the customersdemand sufficiently ,the enterprise makes a right decision about the price in order to keep the customers and get the maximum profit. Finally the model proves a result which benefit for both parties. The first part mainly discussed about the theory for pricing strategies in E-Commcrcc ? After introducing the concept of the coefficient for value judgement about on- line commodity, the writer made legitimate hypothesis , set the model required, acquired the optimal solution when the corporation has the max profit at last,then analysed the solution and explained the result. From the issue we get the rational solution that the price in both traditional market and electronic market can be showed by the constant defined in the body of the article. The second part mainly discussed the practical research based on the pool about the E-Commerce in wuhan, after statistical analysis,the writer give some useful advice for the corporation that goes on E-Commerce . The probl