摘要
线上线下产品价格的协调是实体零售企业资源整合需要考虑的重要因素。论文主要通过价格敏感度和服务敏感度两个维度,将消费者分为四类,对消费者偏好进行研究,并提出相应的定价策略,为双渠道零售企业线上线下产品的定价提供借鉴。
The coordination of online and offline product prices is an important factor that must be carefully considered in the resource integration of the entity retail enterprises.The paper mainly divides consumers into four categories through price sensitivity and service experience sensitivity,and studies the consumer preferences,and puts forward the corresponding pricing strategy,which provides reference for the pricing of online and offline products in retail enterprises.
作者
王国顺
镐王希
WANG Guo-shun;HAO Wang-xi(Business School,Beijing Technology and Business University,Beijing 100048)
出处
《财务与金融》
2018年第2期52-57,共6页
Accounting and Finance
基金
北京市社科基金重大项目(网络零售管理的基础理论研究)(15ZDB22)
关键词
零售管理
线上线下
价格敏感度
服务敏感度
定价策略
Retail Management
Online and Offline
Price Sensitivity
Service Sensitivity
Pricing Strategy
