厂商价格策略对客户订购绩效的影响研究被引量：1

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摘要本文检验了奖励型价格策略、威胁型价格策略和返利策略这三种不同的厂商价格策略对客户订购绩效的影响。研究发现,奖励型价格策略对客户的订购绩效有显著的积极影响,而威胁型价格策略则对客户的订购绩效有明显的消极影响;享受到厂商返利策略,对促进客户的订购绩效有显著的正向影响。研究还发现,返利完成与否在威胁型价格策略对客户订购绩效的影响中有显著的调节效应。研究结果对指导企业管理者的价格策略运用和渠道关系管理具有较大的参考价值和借鉴意义。

作者崔丙群杨可嘉周庭锐

机构地区西南交通大学经济管理学院中国人民大学商学院台湾云图科学计算股份有限公司

出处《价格理论与实践》 CSSCI 北大核心 2016年第6期156-159,共4页 Price:Theory & Practice

基金国家自然科学基金资助项目(批准号:70972134 70672022)

关键词价格策略奖励型威胁型返利策略客户订购绩效

分类号 F274 [经济管理—企业管理]

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