零售商折扣定价策略研究

Research of Retailers' Discount Pricing Strategies

价格折扣是商品促销的重要手段,研究我国零售商折扣定价策略对发挥价格的杠杆作用、提高我国零售商经营业绩具有积极意义。目前,我国零售商采用的折扣定价策略主要包括:季节性折扣定价、心理折扣定价、优惠卡折扣定价等。不同定价策略其难点、重点存在差异,影响着折扣定价策略的效果。多年来,我国零售商折扣定价策略取得了积极效果,但是也存在一些亟待解决的问题,需要零售商在未来确定折扣定价策略中加以特别关注。

Discount pricing is an important method of price promotion, and studying retailers＇ discount pricing strategies is very meaningful in giving a full play to the lever function of price and increasing retailers＇ sales. At present, retailers＇ discount pricing strategies in China mainly include： seasonal discount pricing, psychological discount pricing and discount card etc. Dif- ferences discount pricing strategies have different difficulties and emphasis which would affect results of the strategies. Retailers＇ discount pricing strategies have achieved some positive effects in China, but there are problems needed to be urgently solved and paid close attention to by retailers in future strategies planning.