消费者视域下价格差异化策略研究——基于经济学中价格歧视理论的分析  

Research on Price Differentiation Strategy in Consumers——Analysis of the Theory of Price Discrimination Based on Economics

作　　者：高建华[1] 王思听 

机构地区：[1]桂林电子科技大学商学院

出　　处：《价格理论与实践》2021年第8期145-149,共5页Price:Theory & Practice

基　　金：教育部人文社会科学规划基金资助项目(20YJA630017)。

摘　　要：在激烈的市场竞争中,众多企业采取向初次购买其产品的客户提供首单免减或活动补贴的价格差异化策略。这种作为一种营销工具的定价差异化策略,在理论和实践上存在的不足问题,影响这种价格策略的有效实施。本文通过梳理价格差异化策略(BBPD)的国内外文献,结合问卷调查分析,总结出有关企业价格差异化策略的19条核心影响因素,运用解释结构模型方法,构建影响因素的递阶模型,划分出企业价格差异化策略影响因素的五个层级结构关系,并对各层级影响因素提出针对性的对策,如制定推荐奖励策略,以持续吸引用户,增加用户黏性;制定相关策略,提高市场占有率,增强竞争优势;结合实际情况制定差异化价格策略,在公平竞争的范围内实现企业贡献的最大化等,为企业实施价格差异化策略提供一定的借鉴。In the fierce market competition, many companies have implemented a price differentiation strategy for customers who purchase their products for the first time. This kind of pricing differentiated behavior as a marketing tool, in theory and practical problems, the problem of insufficient exploration, affecting the effective implementation of this price strategy.This paper summarizes the analysis of 19 core influencing factors related to the company’s BBPD strategy by combing the analysis of the price differentiation strategy(BBPD), summarizing the 19 core influencing factors of enterprise BBPD strategy, and uses the degree of order model of influencing factors to construct the system. The five hierarchical relationships affecting the factors of the BBPD strategy, and the countermeasures of various levels affect the factors, such as developing recommended reward strategies to continuously attract users, increase user viscosity;formulate relevant strategies, improve market share, and enhance competition Advantages;combined with the actual situation, the BBPD is developed, and the maximization of enterprise BBPD contribution is achieved within the scope of fair competition, and provides a certain reference for the company’s implementation of BBPD.

关 键 词：价格歧视 价格差异化策略 解释结构模型 

分 类 号：F274[经济管理—企业管理]