摘要
价格是影响消费者购买行为的最具刺激性和敏感性的因素。消费者认知价格,是受多种因素影响的,其价格心理十分复杂,呈现出多种形态。把握消费者的价格心理及变动的一般规律是企业价格策略的基础。在当今买方市场的经营环境中,运用价格策略进行有效的市场竞争,仍是企业决策的重要内容之一,只有深刻研究消费者心理和价格之间的关系,才能制定科学的经营管理策略,最终掌握市场的主动权。
Pricing is the most stimulating and sensitive factor influencing consumers＇ purchasing behavior. Consumers＇ acknowledgment of prices is influenced by a variety of factors. Consumers＇ prices psychology is very complicated. Enterprises should master the general rule of consumers＇ prices psychology to formulate their pricing strategies. In buyer＇ s market, it is still important for an enterprise to adopt competitive pricing strategy to beat its rivals. Therefore, only by studying the relationship between consumers＇ psychology and prices can businesses make suitable management strategies to be the winner of market competition.
出处
《广东技术师范学院学报》
2007年第1期53-56,共4页
Journal of Guangdong Polytechnic Normal University
关键词
消费者
价格心理
影响因素
定价策略
consumer
prices psychology
influencing factor
pricing strategy
