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隐性价格捆绑策略的间接促销机制研究

A Study on the Indirect Promotion Mechanism of Implicit Price Bundling Strategy
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摘要 零售商降价策略的间接促销作用,现有文献的研究较少。文章采用情境实验与问卷调查相结合的方法,研究零售商隐性价格捆绑策略的促销机制,发现从降价促销中获得的收益大小和分部定价方式有利于刺激顾客增加购买量,最后对零售商改进促销效果提出了建议策略。 There is little literature on the indirect promotion effect of retailer＇s price deduction strategy. This paper,takingthe combination of scenario simulation and questionnaire survey,makes a study on the promotion mechanism of retailer＇s im-plicit price bundling strategy,and discovers that the amount of proceeds obtained from price promotion and partitioned pricingare conducive to stimulating customers to increase purchases. In the end,the paper puts forward suggestions for retailers to im-prove promotional effect.
作者 雷大章 叶乃沂
机构地区 西南科技大学经济管理学院 西南交通大学经济管理学院
出处 《华东经济管理》 CSSCI 北大核心 2016年第1期129-135,共7页 East China Economic Management
基金 国家自然科学基金项目(71272066)
关键词 收入效应 隐性价格捆绑 心理预算 间接促销 income effect implicit price bundling mental budgeting indirect promotion
分类号 F713.32 [经济管理—产业经济]
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参考文献32

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二级参考文献26

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华东经济管理
2016年 第1期

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