市场管理商务英语毕业论文Word格式.docx

市场管理商务英语毕业论文Word格式.docx

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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！

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.