三度价格歧视理论在市场营销中的应用

The Application of Third-Degree Price Discrimination Theory in Marketing

三度价格歧视是厂商根据消费者需求价格弹性的不同,把消费者分为不同的子市场,分别定价以赚取更大利润的定价方法或策略。文章分析了三度价格歧视成功实施的条件和价格歧视的方法,与统一定价相比,得到了一些重要的结论。用三种方法详尽地分析了一个算例,以期商家在市场营销中能够成功地运用三度价格歧视的方法增加利润。

Third - degree price discrimination is a kind of pricing method or tactics in which the enterprises divide con- sumers into different sub markets according to their price elasticity of demand, and price respectively to earn larger profits. The conditions for the successful implementation of third-degree price discrimination and method of price discrimination are analyzed plainly, comparing with unified pricing, some important conclusions are also obtained. An example is analyzed detailed through three methods to make enterprises to earn larger profits by applying successfully the method of third-de- gree price discrimination in marketing.