| 基于产品品牌和零售商形象的产品价格决策 |
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| 引用本文： | 范小军,陈宏民. 基于产品品牌和零售商形象的产品价格决策[J]. 系统管理学报, 2009, 18(5) |
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| 作者姓名： | 范小军 陈宏民 |
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| 作者单位： | 1. 南京财经大学,营销与物流学院,南京,210007;上海交通大学,安泰经济与管理学院,上海,200052
2. 上海交通大学,安泰经济与管理学院,上海,200052 |
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| 基金项目： | 江苏省"六大人才高峰"第四批次资助项目，南京财经大学校级重点资助项目 |
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| 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.
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| 关 键 词： | 产品品牌 零售商形象 价格决策 |
Research on Decision of Product Price Based on Product Brand and Retailer Image |
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| FAN Xiao-jun,CHEN Hong-min. Research on Decision of Product Price Based on Product Brand and Retailer Image[J]. Systems Engineering Theory·Methodology·Applications, 2009, 18(5) |
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| Authors: | FAN Xiao-jun CHEN Hong-min |
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| 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. |
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| Keywords: | product brand retailer image price decision |
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