试论营销策略中的期权因素

On the Factors of Options in Marketing Strategies

营销策略由产品、价格、地点和促销构成,产品由核心产品、有形产品和附加产品组成。附加产 品在产品构成中的作用越来越重要,附加产品的性质类似于期权。通过附加产品,企业和消费者之间存 在着契约关系,可以利用期权的分析方法对附加产品进行分析,并利用期权定价模型对其进行定价。

Marketing consists of production, price, place, and promotion. Production include core production, tangible production and additional production. Additional production plays an increasingly important role in marketing, with the character similar to options. There is a contract between firm and consumer through additional production. Additional production can be analyzed by options and priced by OPM (Options Pricing Model) .