摘要
理解价值定价是传统竞争模式中非常重要的定价策略。在电子商务环境下,消费者的消费心理及企业定价都面临着许多新的特点,本文分析电子商务环境下企业采用理解价值定价的可行性以及企业如何提高消费者的理解价值。
Perceived-value pricing is an extremely critical pricing strategy in the mode of traditional competition. In an E-commerce environment, many new characteristics arise in both in consumers＇ consuming psychology and in enterprises＇ pricing. Therefore, this paper analyzes the feasibility of the Perceived-value pricing adopted by enterprises in an E-com- merce environment, as well as how enterprises should improve customers＇ Perceived-value in such an environment.
出处
《未来与发展》
CSSCI
2009年第5期53-57,共5页
Future and Development
关键词
电子商务
理解价值
定价策略
E-commerce
Perceived-value
Pricing strategy
作者简介
王荷琴 宁渡广播电视大学讲师，东南大学硕士研究生，研究方向：商业管理
