【作者】 王宏达；

【导师】 汪定伟；

【作者基本信息】 东北大学 ， 系统工程， 2006， 博士

【摘要】 价格是影响市场需求最重要的因素。在当今市场竞争中，由于价格竞争表现得最为直观明显，因此价格竞争也最为激烈。随着经济体制市场化改革的不断推进和价格改革的深化，企业与顾客共同成为价格的决策主体。企业只有正确运用定价方法，研究定价技巧，制定价格策略，才能实现公平竞争，降低交易成本，提高经济效益。因此，研究定价策略和技巧对于企业成功地进占市场，在激烈的市场竞争中获取价格竞争优势有积极的意义。 随着知识经济的发展和信息高速公路的建设，互联网逐渐进入社会的各个层面。电子商务改变着传统产业结构的同时，对流通领域中供应物流的定价策略也产生了巨大的影响。 论文在分析网上销售与一般商品销售共性的基础上，以季节性商品、易腐商品、知识商品等几种特殊商品为主要研究对象，结合流行的促销方式，以适应市场需要为目的开展价格决策的研究。从决定和影响价格的因素入手，定性与定量方法相结合，探讨商品的定价方式，并力求在某些方面适应互联网环境下商品的定价，为企业在营销中制定价格战略提供客观依据。 论文首先综述了研究背景、研究意义以及国内外研究现状与方法。然后针对在电子商务环境下商品定价的相关内容进行了阐述，介绍了价格的定义与作用，分析了影响商品定价的内部因素和外部因素，对比性论述了网上营销定价与传统定价的区别与联系。并根据促销在营销过程的重要作用，着重介绍了几种常用的促销手段，为后面的研究奠定了基础。 论文针对季节性商品的特点，建立了具有淡旺季的商品定价模型，设计了优化求解的遗传算法。同时就反季节销售的定价问题，建立模糊定价模型，仿真验证了有效性。易腐商品的价格确定一直是销售领域的定价难题，本文主要研究一类不确定易腐时间商品的定价问题，建立了数学模型，进行了优化求解，通过仿真确定了最优定价策略。论文在商品促销定价方面开展了商品优惠券发放与打折销售的定价策略研究。首先以一种优惠券销售特例为研究对象，根据优惠券销售的特点，结合两类不同的顾客类型建立了极大化利润模型，并进行了仿真求解。接着针对打折促销手段进行建模，并分别运用遗传算法和粒子群算法进行了求解。更多还原

【Abstract】 Price is one of the major factors that influence the demand and supply in the market. In the present market, the competition of prices is quite fierce for it is the most obvious factors. With the continuing reform of marketizing the economical system and price system, enterprises and customers have become the main body to set prices. Therefore, they have to make use of proper ways to fix prices, conduct research on tactics of fixing prices, define pricing strategies so that they can get the opportunity for fair competition, lower the cost of transaction and improve the profits. Thus to study pricing strategy and skills is of great significance for the enterprises to enter the market successfully and obtain superior position in the fierce competition.With the development of knowledge economy and the construction of the information super highway, Internet has entered every aspect of social life. Electronic commerce has changed the structure of traditional commerce; meanwhile it has also exerted great impact on the pricing strategy of the commodity supply during the process of transaction.Based on the common features of the commodity on line and in traditional market, this paper has carried out the study on the strategy of setting prices to adapt to the market situation by focusing on several special commodities such as seasonal commodities, perishable commodities and knowledge commodities. By paying attention to the factors that influence prices and by combining the ways of qualitative and quantitative analysis, the approach to set up prices is discussed and changed to meet the need of on-line business. Thus objective guidelines are provided for successful competition.This paper begins with the background information, significance and the methods of the study, together with the existing study at home and abroad. Then how to fix price for Internet commerce is described, followed by the introduction of the definition and function of the price, and the analysis of the inner and outer factors that influence the setting of the price. The connection and difference of setting price on line or on traditional market is更多还原