| 体育产品订价策略的研究 |
| |
| 引用本文： | 杜丛新,刘新民.体育产品订价策略的研究[J].西安体育学院学报,2002,19(1):3-6. |
| |
| 作者姓名： | 杜丛新 刘新民 |
| |
| 作者单位： | 1. 湖北师范学院,体育系,湖北,黄石,435002
2. 西安体育学院,社会体育系,陕西,西安,710068 |
| |
| 摘 要： | 订价策略是体育市场营销组合的重要组成部分。运用文献资料、逻辑分析等研究方法 ,结合微观经济学、体育市场营销学等理论 ,根据体育产品的特点 ,对体育产品的订价目标、影响订价的因素、订价方法、订价技巧进行了论述。认为企业处于不同的发展阶段和处在不同的市场环境 ,应该制定不同的订价目标 ;影响体育产品订价的因素包括成本费用、销售数量、资金周转、价格弹性和同类产品的竞争等 ;介绍了盈亏平衡点、成本加成订价方法 ,提出了渗透订价、撇脂订价、时段订价、消费者区割订价等订价技巧 ,供有关决策者参考
|
| 关 键 词： | 体育产品 订价策略 成本 价格弹性 |
| 文章编号： | 1001-747X(2002)01-0003-04 |
| 修稿时间： | 2001年7月10日 |
Study on Pricing Strategies of Sport Product |
| |
| DU Cong-xin ,LIU Xin-min.Study on Pricing Strategies of Sport Product[J].Journal of Xi'an Institute of Physical Education,2002,19(1):3-6. |
| |
| Authors: | DU Cong-xin LIU Xin-min |
| |
| Institution: | DU Cong-xin 1,LIU Xin-min 2 |
| |
| Abstract: | By the use of the research methods of literature of and logic analysis, integrating the theories of micro economic and sport marketing, according to the nature of sport products, objectives, influencing factors, approaches and artifices of pricing of products were discussed in this study. It is suggested that different pricing objective should be made in different market environment and different developing stage. Such factors as costs, quantity, turn of funds, price elasticity and competition will affect pricing strategy. Two approaches, break-even point and cost-plus, were introduced. Some pricing artifices could be consulted by the decision-maker, such as penetration, skim, specific time, user segmentation pricing and so on, were pointed out. |
| |
| Keywords: | sport product price strategy costs price elasticity |
| 本文献已被 CNKI 维普 万方数据 等数据库收录！ |
|
