基于市场细分的我国B2C网上商城差别定价策略  

Study on the Different Pricing Strategy in B2C Online Shopping Mall in China Based on Market Segmentation

作　　者：张广增[1] 

机构地区：[1]安阳职业技术学院,河南安阳455000

出　　处：《河南广播电视大学学报》2014年第1期44-46,共3页Journal of Henan Radio & TV University

摘　　要：网上购物由于其快速、便捷等特点被越来越多的消费者所接受,大批B2C网上商城的兴起满足了消费者这一需求,但面对激烈的市场竞争,B2C网上商城通过市场细分,将市场划分成若干子市场。企业根据不同子市场的特征,采取相应地定价策略,以求获得最佳效益。Online shopping is accepted by more and more consumers because of its fastness and convenience. The rise of plenty of B2C online shopping malls meets the demand of consumers. However, facing with fierce market competition, the B2C online shopping malls divide the market into several market segments through market segmentation. In order to obtain the best benefits, enterprises adopt appropriate pricing strategies according to the characteristics of different market segments.

关 键 词：市场细分 B2C 网上商城 差别定价策略 

分 类 号：F724.6[经济管理—产业经济]