定价工具在营销过程中的应用

The Application of Pricing Tools in the Marketing

针对联合汽车电子有限公司 (UAES)的具体情况 ,探讨了定价工具在该公司营销过程中的应用。对定价工具的具体应用分为 5个步骤讨论 :首先对公司的宏观和行业环境进行分析 ,然后确定公司的定价目标 ,在此基础上分析、研究了行业的需求状况和公司的成本曲线 ,最后选择适当的定价策略和定价方法支持公司确定最终价格。研究结果不仅说明了价格问题是UAES营销组合中非常重要的因素以及正确地研究和制定近期及远期的定价策略的重要性 ,还有力地支持了UAES营销人员的商务活动。

A case study for application of pricing tools in laying down the pricing policy of United Automotive Electronic System Co.,Ltd.(UAES) is introduced in this paper. In this thesis the application is divided into five steps. Based on the analysis of UAES's macro and vocational environments , the demands and cost of company's products after the confirmation of pricing objects, the proper policy and method are decided to determine the final prices. The positive effect indicates the essentiality of pricing factor in marketing and the significance of studying and making pricing policy, which to a large extent supports the commercial activities of marketing faculty.