| 价格促销对品牌评价的影响——以浙江省湖州市酒店业为例 |
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| 引用本文： | 卢锋华,郭淑梅.价格促销对品牌评价的影响——以浙江省湖州市酒店业为例[J].湖州师范学院学报,2007,29(5):88-92. |
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| 作者姓名： | 卢锋华 郭淑梅 |
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| 作者单位： | 湖州师范学院,法商学院,浙江,湖州,313000 |
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| 摘 要： | 随着产品进入生命周期中的成熟期,产品越来越同质化,"价格促销"成为了企业间竞争的常用手段。企业进行价格促销时,通常难以兼顾短期销量增长和品牌的正面评价。从价格促销的三个特性,即一致性、独特性和折扣幅度的视角出发,通过研究湖州市酒店行业的价格促销行为,以期探索同时获得短期销售的提升和避免损害长期的品牌形象的营销实践对策。
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| 关 键 词： | 价格促销 品牌评价 酒店 消费者 |
| 文章编号： | 1009-1734（2007）05-0088-05 |
| 收稿时间： | 2007-04-27 |
| 修稿时间： | 2007年4月27日 |
The Effects of Price Promotion on Brand Evaluation——A case of city restaurants in Huzhou, Zhejiang Province |
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| LU Feng-hua,GUO Shu-mei.The Effects of Price Promotion on Brand Evaluation——A case of city restaurants in Huzhou, Zhejiang Province[J].Journal of Huzhou Teachers College,2007,29(5):88-92. |
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| Authors: | LU Feng-hua GUO Shu-mei |
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| Institution: | Faculty of Laws and Commerce, Huzhou Teachers College, Huzhou 313000, China |
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| Abstract: | The products will become more and more homogenized when they mature in their lifecycles."Price promotion" usually becomes the competing means of enterprises.It will be difficult to obtain short-term increase of sales and positive brand evaluation simultaneously when the enterprise carries through price promotion.This paper discusses the price promotion of the city restaurants in Huzhou,Zhejiang Province,from the aspects of three characteristics(consistency distinctiveness and discount),and how to gain short-term sales increase and avoid hurting the long-term brand images,and finally gives some suggestions for marketing practice. |
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| Keywords: | price promotion brand evaluation restaurant consumer |
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