顾客感知价值与旅游景区商品价格策略的抉择  

Choice between Customer Perception Value and Commodity Pricing Strategy in Scenic Spots

作　　者：杨衍江[1] 

机构地区：[1]肇庆学院,广东肇庆526061

出　　处：《价格月刊》2016年第7期63-66,共4页

摘　　要：我国旅游景区企业根据旅游景区商品服务具有完全垄断市场性质、旅游消费者愿意为"奢侈品"消费支付较高价格、景区商品服务需求价格弹性无差异和高价策略有助于企业利润极大化等假设,普遍对其提供的商品服务采用高价策略。由于这些假设前提在现实中不存在或不能完全满足,导致旅游景区增加旅游收入遭遇障碍,影响景区企业利润极大化目标的实现。景区企业的进一步发展与成长,应该明确旅游景区的旅游商品服务的价格战略与价格目的,认识并充分考虑顾客感知价值对于旅游服务企业的约束作用,改进和创新旅游景区的商品价格策略。China＇s scenic spot enterprises have nature of full monopoly according to the scenic spot commodity service, the tourists are willing to pay higher price for ＂luxury goods＂, the no difference in price elasticity of service demand and high pricing strategy are helpful for the hypothesis of profit maximization, so high pricing strategy for the commodity service is al- ways adopted. Because the precondition of hypothesis does not exist or partially fulfilled in reality, it will result in obstacle in increasing tourism income and have an impact on purpose of the profit maximization. The further development and growth of scenic spot enterprise should confirm the pricing strategy and pricing purpose of tourism commodity service, and the customer perception value that restraining the tourism service enterprises should be recognized and fully considered, and the commodity pricing strategy should be improved and innovated.

关 键 词：习惯定价法 市场隔离 旅游服务产品 顾客感知价值 价格策略创新 

分 类 号：F713.5[经济管理—市场营销]