市场管理商务英语毕业论文.docx
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市场管理商务英语毕业论文
市场管理商务英语毕业论文
Content
AbstractI
摘要II
Introduction错误!
未定义书签。
1.Pricing1
1.1Priceandpricingstrategy1
1.2Factorstoconsiderwhensettingprices1
1.3Generalpricingapproaches1
1.3.1Thecost-basedapproach1
1.3.2Thebuyer-orientedmethod1
1.3.3Thecompetition-leadedapproach1
2.Walkman’spricingstrategyindifferentstagesandPLC1
2.1TheSonyCompanyandtheWalkman1
2.2ProductlifecycleimpactonSony’spricingstrategy1
2.2.1Introductionstage1
2.2.2Growthstage1
2.2.3Maturitystage1
2.2.4Saturation1
2.2.5Declinestage1
3.TheprosandconsofWalkman’spricingstrategy错误!
未定义书签。
3.1TheadvantageofWalkman’spricingstrategy----AvoidingaPriceWar1
3.2Lackofdynamicpricing1
4.Thesuggestionstoaudio-players1
4.1ExamineCompanyandMarketingObjectives1
4.2 DetermineanInitialPrice1
4.3MarkupMethod1
Conclusion1
Reference1
Acknowledgments1
Thecentralpremiseofthispaperisthatpricetheoryandthecomparisonsinapplications.Itoffersaccesstobasictheoryofpriceandprovidesconnectivitytoactuallyuseofpricestrategy.Thisperspectiverequiresoperatorstodevelopefficientmarketresearchandpricingstrategiesinordertoincreasetheirsalesrevenueaswellasprovidinghighsatisfactionlevelstothecostumers.
Asindicatedinfirstchapter,theoperatorsshouldaddmoredynamismintheirpricingschemestherebymovingbeyondtherecentlydeployedpricingtheoryinwhichacompanyisallowedtoaccessitsreservedsharewithconsideringtherudimentofpricingstrategy.Theimportanceofdevelopingdynamicpricingmodelshasbeenrecognizedbyseveralvendors.Differentindustrialresearchgroupshaveconductedtheirstudiesregardingthisissue.
Ontheotherhandchaptertwoclassifiespricinginstaticanddynamiccategoriessuchthatindynamicpricingvarieswithcertainproductlifecycleconditionswhileinstaticpricingtheusersarechargedwithafixedpriceindependentoftheoverallproductlifedevelopmentstage.Dynamicpricingisadvantageousinasensethatitoffersflexibilityinreactingtochangesinnetworktrafficandallowsoperatorstoachievehighrevenues.However,thecostumersmayfinddynamicpricingpoliciesdifficulttounderstand,thereforethesepoliciesmustbekeptassimpleasitcanget.Furthermore,thisthesiswillalsogivecasestudythathowdidSonypricingWalkmantofulfillthegapbetweentheoryandapplicationssothatthesubscriberscaneasilycomprehendaccordingtotheirQuosneeds.Basedonabove,inthispaperweproposeadynamiccompromisingpricingstrategyforbusinesswherepeoplestartingacompanyoreverythinginvolvebusinessrespectively.
Finally,wewillpointoutwhyWalkmanstepsdownofthestageofhistoryintheviewofpricingdecisionandmarketing.Meanwhilethespecificsuggestionsforcompanytosetreasonablepricestandard.
1.Pricing
Marketershaveafeverofnewbuzzwordinthe1990s,anditsspelledP-R-I-C-E.Throughoutthe1980s,marketerspitchedluxury,prestige,extravagance---evenexpensiveness---foreverythingfromneedletoairplane.Howeveraftertherecessionbegan,theystartedtoredesigning,repacking,repositioning,andremarkingproductstoemphasizevalueofpricing.Now,pricing---offeringmoreforlessbyunderscoringaproduct’squalitywhileatthesametimefeaturingitsprice---hasgonefromagroundswelltotidalwave.[2]
Inthischapterwewillmainlyfocusontherudimentofpricing.Forinstancewhatispricing,whyisitimportantandwhichfactorsinvolvedinwhenabusinessmakingpricing.
1.1Priceandpricingstrategy
Pricereferstotheamountofmoneychargedforaproductors,orthesumofthevaluesthatconsumersexchangeforthebenefitofhavingorusingtheproductor.[7]Businessesnomatterbigorsmallhavetouseavarietyof pricingstrategies whensellinga product or service,becauseofvariouscustoms.
ThePricecanbesettomaximizeprofitabilityforeachunitsoldoutorfromthemarketoverall.Itcanbeusedtoreinforceanexistingmarketfromnewentrants,toincreasecustomsbasewithinamarketortoenteranewtargetmarket.Businessesmaybenefitfromloweringorraisingprices,dependingontheneedsandbehaviorsofcustomersandclientsintheparticularmarket.Findingtherightpricingstrategyisessenceinrunningasuccessfulbusiness.
Thedefinitionofpricingstrategy
Referstoastrategyusedforsettingprice.Usuallyitisnotappliedsolely,norseparately,butcombineagroupoffactorsinarelativelywaytodecideapricingofproduct.Abusinesscanuseagreatdealofpricingstrategiesforsellingaproductor.[1]
1.2Factorstoconsiderwhensettingprices
Everythingconnectedacompany’spricingdecisionareaffectedbybothinternalcompanyandexternalenvironmentfactors(toseefigure1.2-1)
1.