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在竞争日趋激烈的社会主义市场经济条件下,工商企业要想使其生产或经营的商品占领市场,实现成功销售,非得熟练驾驭现代市场营销策略不可。而策略体系中最重要的莫过于价格策略,尤其是与广大消费者联系最紧密的心理订价策略的运用成为国内外商界众多成功者的法宝。本文的目的就在于对消费者的价格心理及其对营销活动的影响加以评析,以期为企业通过价格竞争取胜献上一剂良方。
Under the increasingly competitive socialist market economy, industrial and commercial enterprises must master the use of modern marketing strategies if they want the goods they produce or operate to occupy the market and achieve successful sales. The most important strategy system is the price strategy, especially the use of the most closely related psychological pricing strategy has become a magic weapon for many successful domestic and foreign business people. The purpose of this paper is to analyze the consumer’s price psychology and its impact on marketing activities, in order to offer a good recipe for enterprises to win through price competition.