【摘要】 零售商作为制造商分销产品的途径,影响到消费者的产品购买决策。产品的价格决策不仅受到产品品牌的影响,同时受到零售商形象的影响。从产品和零售商分销一体化角度,探讨了产品品牌和零售商形象对产品价格决策的影响,并分析了研究结论对营销实践的指导价值。更多还原

【Abstract】 As the channel that manufacturer distributes product,retailer affects the decision of consumer’s(purchase.) Product price decision is not only influenced by product brand,but also influenced by retailer image.From the view of the integration of product and retailer distribution,the paper discussed the influence that product brand and retailer image exerted on product price decision,and it analyzed the guiding value of the research result to marketing practice.更多还原