【作者】 韩睿；

【导师】 田志龙；

【作者基本信息】 华中科技大学 ， 企业管理， 2005， 博士

【摘要】 由于市场竞争日趋激烈,促销费用已成为企业营销开支中最大的一项,以价格减让为核心的价格促销更是被很多企业当作促进短期销售增长最有效的法宝而频频采用。在这一背景下,加强价格促销的效果成为每个营销者的迫切需要,本文的研究目的就是从消费者感知的角度入手,研究如何开展价格促销才能达到更好的效果。论文首先回顾了以前的研究文献,总结了学者们在消费者的价格感知、价格促销的作用机制等方面的研究成果。在文献回顾的基础上,基于我国的研究空白和营销实践的需要,确定了研究不同类型的价格促销和不同的促销价格信息表述形式对消费者感知的影响为本文的研究内容。通过对报纸媒体上和零售现场的促销广告进行内容分析,发现了我国市场上营销者最常用的三种促销类型是打折、买赠与返券,最常用的促销价格信息表述形式是“较高的参考价格+较低的销售价格”的比较价格广告形式,因此,我们的具体研究内容就确定为研究三种促销类型以及两种语意线索的比较价格广告对我国消费者的价格感知以及行为意向的影响有何差异。实证研究所得到的结果是在三种促销形式中,打折促销对消费者内部参考价格的负面影响最大,但是消费者对打折促销的价值感知与购买意向都是最高的,返券促销这种形式得到的评价和反应是最差的,在两种语意线索的广告中,当促销广告所涉及的商店品牌和产品品牌信誉都高时,采用零售商来源语意线索的广告可以得到相对而言更有利的评价,而当促销广告所涉及的商店品牌和产品品牌信誉都低时,采用制造商来源语意线索的广告可以得到相对更有利的评价,文中还讨论了两项研究的管理启示、研究局限性以及进一步研究的方向等问题。基于本文以及前人的研究成果,本文进一步总结了影响消费者对促销感知的三因素:经济因素、信息因素和情感因素,分析了企业的促销活动对三因素的影响,并在此基础上提出了企业有效开展促销活动的具体建议。更多还原

【Abstract】 Due to increasingly fierce market competition, promotion has become the biggest expense item in company’s marketing expenditure. Price promotion has been frequently used as the most effective weapon by a lot of companies to increase their sales in short term. Under such circumstances, there is an urgent need for every marketer to improve effectiveness of price promotion. From consumer perception perspective, this article studies how to improve effectiveness & efficiency of price promotion. Firstly this article reviews former research literature on this aspect, summarize academic research results on consumer price perception, promotion working mechanism, promotion short term and long term effects. Based on literature review and practical needs, this article is to research the impact of various types of price promotion and different ways of price promotion information communication to consumer perception. Through analyzing contents of promotion advertisements on the newspaper and in the store, we find out price discount, gifts with buying and voucher rebate are 3 most favorable promotion types in domestic market, and the most popular way of expressing price promotion information is “high reference price + low selling price”comparative price advertisement. Therefore, this paper try to study the impact and influence on consumer price perception and purchase intention from 3 types of promotion and 2 expressions of comparative price advertisement in domestic market. The research results indicate that among the 3 types of promotion, price discount has most negative influence to consumer internal reference price, but consumer usually has highest value perception and purchase intention; voucher rebate promotion is lowest response and least appreciated by consumer; among 2 types of advisement expression, when promotion advisement involving high profiles both store brand and product brand, advisement expression utilizing retail source will be relatively more positive; when promotion advisement involving low profiles both store brand and product brand, advisement expression utilizing manufacturing source will be relatively more positive. 2 researches’management implication, research limitation and further research direction are also discussed in this paper. Based on this research and the former research results, this paper further summarize 3 factors that effect consumer promotion perception: economics factor, information factor and emotion factor. It also analyzes the impact of business promotion activities to the 3 factors. Based on the research result, this paper eventually provides marketer with a few recommendations of more effective promotion activities.更多还原