B2B价格促销策略对客户订购倾向影响的实证研究

The Impact of B2B Price Promotion Strategies on the Ordering Intention:An Empirical Study Based on China Industrial Business Data

价格促销是厂商激励客户订购的常用方式。中国B2B企业价格促销实践中,除了常用的奖励型促销和返利策略外,威胁型促销策略也被越来越多的企业应用。本文选用来源于中国新型建材工业企业的数据,基于展望理论和价格促销理论,采用Hurdle回归模型,实证研究了三种不同的价格促销策略对客户订购倾向的影响。研究发现,在奖励型促销策略下客户有较强的决定订购倾向;但在决定订购的客户中,在威胁型促销策略下,会表现出更强的频繁订购倾向;返利策略对客户决定订购和频繁订购倾向都有正向影响。进一步研究发现,促销强度在奖励型和威胁型促销策略对客户订购倾向的影响中都有较强的调节效应。研究结论揭示了当客户面对不同类型的价格促销策略时,在订购行为倾向上的不同表现,为企业合理实施价格促销策略和B2B客户管理提供了理论依据,对指导企业营销实践具有较强的参考价值和实践意义。

Price promotion is the common way for manufacturers to give incentives to customer ordering. In B2 B price promotion practices of Chinese industrial business,the threatening promotion strategy has been also leveraged by a growing number of manufacturers,in addition to the common rewarding and rebating promotion strategy. This paper selects the data sourced from China new building materials industrial business,and conducts an empirical study as to the effects of three different price promotion strategies on the ordering intention by adopting Hurdle Regression Model,based on Prospect Theory and Price Promotion Theory. Finding shows that customer under the rewarding promotion strategy has a stronger intention to decide to place an order; among the customers who decide to place an order,those under the threatening promotion strategy will show a stronger intention to place more orders; the rebating strategy has positive effects on the customer＇s intention to decide to place one or more orders. Further study indicates that the intensity of promotion has more regulation for the effects of rewarding and threatening promotion strategy on the ordering tendency. The conclusion reveals that customer may show different performances as to the ordering tendency,given different price promotion strategies. This offers the theoretical basis for the business implementation of price promotion strategy and B2 B customer management,and shows stronger referential value and practical significance for the guidance of business marketing practices.