【作者】 吴俊豪；

【导师】 张英奎；

【作者基本信息】 北京化工大学 ， 企业管理， 2005， 硕士

【摘要】 电镜类进口替代品生产企业的定价缺乏主动性,企业往往盲目选择竞争性的定价导向;同时,因为惧怕跨国企业采取价格反击,进而采用相当被动的定价策略。 事实上,企业在定价时,完全可以考虑价格的影响因素,根据这些因素寻找差异化,采取更为主动的定价策略。 本文将价格影响因素归纳为三大类:外围因素、核心因素和基准因素。并重点探讨了核心因素的构成,提出核心因素和定价导向的序贯对应模型。本文创新性的提出了三阶段差异化定价模型。该模型认为,电镜类进口替代品生产企业应该评估影响定价的核心因素;然后,依据差异化的原理,评估企业在产品定位、市场定位,还是利益诉求的哪个阶段具有差异化优势;随后企业可以根据成本导向、顾客导向、竞争导向与上述三个阶段的对应关系,确定企业应该采用何种定价导向。 之后,论文将核心因素视为定价函数自变量,将价格作为因变量,构造了一个说明性复合函数模型。用以说明企业在确定了定价导向后,在制定具体定价策略时应该考虑的因素,以及这些因素和定价的对应关系。 最后,本文利用中科科仪公司的扫描电子显微镜的定价为实例,验证本文所提理论的合理性和可行性。更多还原

【Abstract】 It is problematic that EM import-substitute manufacturing enterprises lack the initiative to price their products, and as a result, they often choose the competitive-directed pricing strategy without consideration. Meanwhile, these domestic manufactures tend to adopt quite passive pricing tactics for fear that some transnational enterprises might lower their prices to strike back,In fact, while pricing, an enterprise may well consider the influential factors of the price, and search for the differences between its own products and others’ according to these factors, so that they can adopt more initiative pricing tactics.This thesis divides pricing models into Pricing Direction Model and Strategy Model, which are introduced in turn. It sums up the influential factors of the price mainly as three categories: peripheral factors, key factors and basic factors. Then, the paper probes into the composition of更多还原