網(wǎng)絡(luò)營(yíng)銷(xiāo)模式下電子易逝品的定價(jià)策略

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摘要 當(dāng)瀏覽網(wǎng)絡(luò)成為日常生活的一部分，網(wǎng)絡(luò)營(yíng)銷(xiāo)對(duì)傳統(tǒng)的營(yíng)銷(xiāo)模式形成了巨大的沖擊。在網(wǎng)絡(luò)營(yíng)銷(xiāo)模式下，信息的獲取成本更加低廉，信息的傳播速度更加迅速、信息的不對(duì)稱性也逐漸縮小，這些都使得消費(fèi)者有更多的可能在購(gòu)買(mǎi)產(chǎn)品的行為中更有策略性，同時(shí)也為商家實(shí)施動(dòng)態(tài)定價(jià)提供了基礎(chǔ)。
網(wǎng)絡(luò)作為一種交互式的可以雙向溝通的渠道與媒體，為企業(yè)與顧客之間架起溝通的橋梁,通過(guò)網(wǎng)絡(luò)企業(yè)更容易獲得和更新需求數(shù)據(jù)，實(shí)現(xiàn)更為頻繁的價(jià)格調(diào)整，另一方面顧客也容易比較企業(yè)和產(chǎn)品以及改變對(duì)企業(yè)的選擇。電子商務(wù)的發(fā)展加快了營(yíng)銷(xiāo)模式的進(jìn)步、加劇了市場(chǎng)競(jìng)爭(zhēng)、促進(jìn)了產(chǎn)的更新?lián)Q代而加重產(chǎn)品的易逝性。
電子商務(wù)正在改變傳統(tǒng)的社會(huì)生產(chǎn)方式和銷(xiāo)售模式,對(duì)動(dòng)態(tài)定價(jià)產(chǎn)生著深刻影響，為實(shí)施易逝品動(dòng)態(tài)定價(jià)提供了有效的環(huán)境和保障。動(dòng)態(tài)定價(jià)是收益管理的主要內(nèi)容之一。面對(duì)越來(lái)越劇烈的市場(chǎng)競(jìng)爭(zhēng)，定價(jià)優(yōu)化對(duì)企業(yè)收益甚至是生存更加具有顯著的影響。20世紀(jì)80年代，收益管理系統(tǒng)最早被開(kāi)發(fā)并應(yīng)用于民航客運(yùn)公司。自那以后，網(wǎng)絡(luò)的快速發(fā)展，使得類(lèi)似技術(shù)在零售業(yè)、服務(wù)業(yè)、通訊業(yè)等諸多行業(yè)中得到廣泛應(yīng)用。在這種背景下，定價(jià)策略與收益優(yōu)化逐漸成為許多公司的核心競(jìng)爭(zhēng)力。
改善定價(jià)是“增加利潤(rùn)最快和最有效的方法”，而且隨著定價(jià)決策的速度和復(fù)雜性的增長(zhǎng)也越來(lái)越重要。另外，新一代的信息技術(shù)提供了分析和發(fā)掘市場(chǎng)機(jī)會(huì)所需要的信息和運(yùn)算能力。動(dòng)態(tài)定價(jià)要求企業(yè)根據(jù)市場(chǎng)需求和自身供應(yīng)能力，以不同的價(jià)格將同一種產(chǎn)品適時(shí)地銷(xiāo)售給不同的顧客或不同的細(xì)分市場(chǎng)，以實(shí)現(xiàn)收益最大化的策略。
本文首先介紹了易逝品的概念和特征，分析了網(wǎng)絡(luò)營(yíng)銷(xiāo)模式下電子易逝品定價(jià)策略研究的意義和相關(guān)研究現(xiàn)狀。其次介紹了易逝品定價(jià)策略的管理思想——收益管理，列舉了幾種常用的動(dòng)態(tài)定價(jià)方法，簡(jiǎn)單說(shuō)明了網(wǎng)絡(luò)營(yíng)銷(xiāo)模式的特點(diǎn)。建立了兩階段定價(jià)的數(shù)學(xué)模型，接著又分析了手機(jī)行業(yè)的現(xiàn)狀和特征，在此基礎(chǔ)上分析了小米手機(jī)的定價(jià)策略。

關(guān)鍵詞：網(wǎng)絡(luò)營(yíng)銷(xiāo) 易逝品 定價(jià)策略 收益管理

The Electronic perishable product's pricing strategy based on the network marketing mode
Abstract When browsing the Internet become part of everyday life, the network marketing to the traditional marketing model formed a huge impact.In network marketing mode, the information acquisition costs are lower, information transmission speed more quickly, the information asymmetry is gradually narrowed, that has made consumers more likely are more strategic in the act of buying products, but also provides a basis for the merchants to implement dynamic pricing.
Can network as a kind of interactive two-way communication channels and media, as a bridge between enterprises and customers, the enterprise through the network more available and update demand data, achieve more frequent price changes, on the other hand customer is also easy to compare companies and products and change the choice of the enterprise.Electronic commerce development accelerated the progress of the marketing mode, intensified market competition, promote the upgrading of production and increase the perishable products.
E-commerce is changing the traditional way of social production and the sales pattern, having a profound impact on dynamic pricing, for the implementation of the perishable goods dynamic pricing provides effective environment and security.Dynamic pricing is one of the main content of the revenue management.In the face of increasingly severe market competition, pricing optimization for corporate earnings, and even survival is more significant effect.In the 1980 s, revenue management system was developed and applied to civil aviation passenger transport company at the earliest.Since then, the rapid development of Internet, make similar technology in retailing, services, telecommunications and other industries widely used.In this context, the benefits and pricing strategy optimization has gradually become the core competitiveness of many companies.
Improve the pricing is "increase profits is the fastest and the most effective way to", and with the increase in the speed and complexity of pricing decision is becoming more and more important.In addition, a new generation of information technology provides the information they need to make analysis and discover market opportunities and computing power.Dynamic pricing requires companies according to market demand and the supply ability, will be the same product with different price timely sales to different customers or different market segments, to maximize revenue strategy.
This paper first introduces the concept and characteristics of the perishable goods, analyzed the network marketing mode of electronic the perishable product pricing strategy research significance and research status quo.Secondly introduces the perishable product pricing strategy management thoughts - revenue management, enumerates several kinds of commonly used methods of dynamic pricing, simple shows the characteristics of network marketing model.Established the mathematical model of two-phase pricing, then analysis the present situation ..