离合框架下不同折扣表述形式对促销效果的影响.docVIP

PAGE PAGE 20 离合框架下不同折扣表述形式对促销效果的影响 摘要：根据此前国内外促销框架研究中相应的研究成果，经过文献整理，本文选择其中的离合框架作为零售促销效果研究的主要对象，采用问卷调查与文献回顾两种形式进行实验对比离框架和合框架下现金折扣和百分比折扣两种折扣表述方式的促销效果影响。研究证明：在离框架中，选用现金折扣表述形式对组合商品的促销效果的提升比采用百分比折扣表述形式更加明显。而在合框架中，相反的，采用百分比价格折扣表述形式的商品组合比现金折扣表述形式的组合能使消费者产生更强的购买意愿。本研究的主要贡献：一方面从价格折扣表述形式角度分析研究了离合框架的促销效果，在一定程度上丰富了离合框架的研究内容；另一方面，对离合框架下不同价格折扣表述形式的研究为零售企业经营者在实际经营中解决促销效果不足提供建议和改进方向。 关键词：零售促销、离合框架、现金折扣、百分比折扣 the impact of segregation and aggregation framing on promotional effect with different expressed discount Abstract: According to previous research in the framework of domestic and foreign sales corresponding research, through literature review, the paper choose one of the clutch framework as the main target of retail promotional effectiveness research, questionnaire survey and literature review and comparison of the percentage of cash discount from the lower frame framework harmony two discount discount sales results presentation impact.Studies have shown: off the frame, use the cash discount promotion effects enhance the presentation of the combination product is more obvious than using a percentage discount formalism. In cooperation framework, on the contrary, the use of percentage price discount than the presentation of the product mix in the form of a combination of cash discounts presentation enables consumers greater willingness to buy.The main contribution of this study: one to study the effect of clutch frame promotional price discounts from the perspective of formalism, to a certain extent, enriched the content of the clutch framework; on the other hand, expressed in the form of price discounts for different clutch framework under study retail business operators to solve the problem in the actual operation of the promotion effect to provide advice and direction of improvement. Keywords: retail promotions、segregation and aggregation framing、cash discounts、percentage discounts 一、引言 中国的零售业市场，尤其是快销品市场，已经走过了市场形成最初的不完善不成熟阶段，步入了行业的快速发展期，并且在这个过程中消费者对市场的导向作用不断的增强，这种转变的直接结果就是