國際營銷中差異化價(jià)格策略對購買意愿的影響研究
發(fā)布時(shí)間：2018-08-06 10:54
【摘要】：在國際營銷實(shí)踐中,由于營銷目標(biāo)、成本結(jié)構(gòu)、稅收、競爭狀況、匯率、政府管制以及其他的一些因素在國家之間存在較大的差異,企業(yè)往往采用差異化的價(jià)格策略在不同的國家對相同的產(chǎn)品設(shè)定不同的價(jià)格,以期迎合不同的市場環(huán)境和消費(fèi)者需求,進(jìn)而實(shí)現(xiàn)企業(yè)的長期利潤最大化,然而事實(shí)可能并非如此。在移動互聯(lián)網(wǎng)時(shí)代,消費(fèi)者能夠獲取的信息越來越多,當(dāng)消費(fèi)者了解相同的產(chǎn)品在不同的國家以不同的價(jià)格出售時(shí),會認(rèn)為企業(yè)所設(shè)定的價(jià)格是不公平的,這將對消費(fèi)者的購買意愿產(chǎn)生負(fù)面影響,進(jìn)而降低企業(yè)的銷售收入。因此,研究國際營銷中的差異化價(jià)格策略如何影響消費(fèi)者的購買意愿,將有助于企業(yè)的價(jià)格策略選擇,具有較強(qiáng)的現(xiàn)實(shí)意義�，F(xiàn)有關(guān)于國際營銷中價(jià)格策略的研究偏重于討論采取差異化價(jià)格策略或標(biāo)準(zhǔn)化價(jià)格策略的重要性和價(jià)值,以及應(yīng)該如何設(shè)定價(jià)格才能夠使得企業(yè)的利潤最大化。對于不同的價(jià)格策略對消費(fèi)者的影響的研究較少,也較少研究差異化價(jià)格策略對消費(fèi)者購買意愿的影響機(jī)理和由于企業(yè)的差異化價(jià)格策略所導(dǎo)致消費(fèi)者低購買意愿的應(yīng)對策略。因此,本文具有較強(qiáng)的理論意義。在文獻(xiàn)回顧和案例分析的基礎(chǔ)上,作者確定了本文的研究內(nèi)容為以下三點(diǎn):(1)國際營銷中,不同的差異化價(jià)格策略將對消費(fèi)者的購買意愿產(chǎn)生什么樣的影響?其中的影響機(jī)理如何?(2)是否所有的差異化價(jià)格策略都會對消費(fèi)者的購買意愿產(chǎn)生影響?有什么因素在其中起著調(diào)節(jié)作用?(3)當(dāng)企業(yè)所采取的差異化價(jià)格策略導(dǎo)致消費(fèi)者購買意愿降低時(shí),企業(yè)應(yīng)該采取什么方式來應(yīng)對?通過對案例進(jìn)行分析,從本國消費(fèi)者的視角出發(fā),將企業(yè)的價(jià)格策略分為三類:高價(jià)策略,即產(chǎn)品在本國的價(jià)格高于國外的價(jià)格;低價(jià)策略,即產(chǎn)品在本國的價(jià)格低于國外的價(jià)格;同價(jià)策略,即產(chǎn)品在本國的價(jià)格和國外的價(jià)格一致。利用價(jià)格歧視理論、公平理論、參照點(diǎn)理論、歸因理論以及群際理論和認(rèn)知失調(diào)理論,本文構(gòu)建了一個差異化價(jià)格策略影響消費(fèi)者購買意愿的理論模型,模型以差異化價(jià)格策略為自變量,以消費(fèi)者購買意愿為因變量,以價(jià)格公平感知為價(jià)格策略與消費(fèi)者購買意愿之間的中介變量,分析價(jià)格策略對消費(fèi)者購買意愿的影響機(jī)理;以產(chǎn)品的來源國為調(diào)節(jié)變量,在控制產(chǎn)品來源國效應(yīng)的情況下,分析產(chǎn)品來源國在上述理論模型中的調(diào)節(jié)作用;并且在這個模型框架下,探討如何提升由于差異化價(jià)格策略造成的低購買意愿。實(shí)驗(yàn)法是國際營銷中被廣泛采用的研究方法,實(shí)驗(yàn)法能夠發(fā)現(xiàn)變量之間的因果關(guān)系,并控制干擾變量的影響,能夠得到可靠的研究結(jié)論,因此本文也采用實(shí)驗(yàn)法來進(jìn)行。具體實(shí)驗(yàn)過程如下,首先通過文獻(xiàn)尋找,發(fā)現(xiàn)成熟和適用的量表,經(jīng)過雙向翻譯形成本文的測量量表;其次通過前測問卷挑選合適的實(shí)驗(yàn)刺激物,結(jié)合研究內(nèi)容,形成11類不同的調(diào)查問卷;再次通過街頭隨街截訪的形式在成都范圍內(nèi)展開問卷調(diào)查;最后匯總調(diào)查結(jié)果,采用spss軟件對調(diào)查數(shù)據(jù)進(jìn)行分析。通過對數(shù)據(jù)進(jìn)行分析,本文得出如下研究結(jié)果:首先,企業(yè)采取高價(jià)策略時(shí),消費(fèi)者的購買意愿最低,價(jià)格公平感知也最低;當(dāng)企業(yè)采取低價(jià)策略時(shí),消費(fèi)者的購買意愿和價(jià)格公平感知均高于高價(jià)策略時(shí)的情況;在同價(jià)策略下,消費(fèi)者的購買意愿和價(jià)格公平感知程度均最高。其次,差異化價(jià)格策略通過消費(fèi)者的價(jià)格公平感知對購買意愿產(chǎn)生影響,價(jià)格公平感知在差異化價(jià)格策略與購買意愿間起中介作用。第三,在明確了價(jià)格差異對消費(fèi)者購買意愿影響機(jī)制的基礎(chǔ)上,本文進(jìn)一步分析了在差異化價(jià)格策略下,產(chǎn)品的來源國對消費(fèi)者購買意愿和價(jià)格公平感知的影響。通過采用兩個來源國效應(yīng)無顯著差異的產(chǎn)品來源國(中國、英國)作為刺激物,本文發(fā)現(xiàn),消費(fèi)者對于本國產(chǎn)品的高價(jià)策略的價(jià)格公平感知顯著低于消費(fèi)者對外國產(chǎn)品的高價(jià)格策略的價(jià)格公平感知,并且在這兩種情況下的消費(fèi)者購買意愿也呈現(xiàn)相同的趨勢;消費(fèi)者對于本國產(chǎn)品的低價(jià)策略的價(jià)格公平感知顯著高于對外國產(chǎn)品的低價(jià)策略的價(jià)格公平感知,但是在這兩種情況下,消費(fèi)者的購買意愿沒有顯著差異。最后,當(dāng)差異化價(jià)格策略導(dǎo)致消費(fèi)者的低購買意愿時(shí),本文考察了“解釋”和“無應(yīng)對”兩種應(yīng)對策略的效果。結(jié)果表明,與無應(yīng)對相比,當(dāng)由于差異化價(jià)格策略導(dǎo)致消費(fèi)者低購買意愿時(shí),若企業(yè)采取解釋策略,有助于降低消費(fèi)者的價(jià)格不公平感,并提升其購買意愿�？偨Y(jié)本文的研究結(jié)果并轉(zhuǎn)化為研究結(jié)論如下:首先,企業(yè)在選擇價(jià)格策略時(shí)不應(yīng)該僅僅從企業(yè)自身或市場環(huán)境方面來分析,應(yīng)該將消費(fèi)者感知納入為一個影響因素。當(dāng)差異化價(jià)格策略導(dǎo)使得消費(fèi)者處于不利狀態(tài)時(shí),會降低消費(fèi)者的價(jià)格公平感知,并使其購買意愿也隨之降低。其次,本文認(rèn)為,企業(yè)應(yīng)該以一個較高的價(jià)格進(jìn)入國外市場,較之以一個低的價(jià)格進(jìn)入市場,這種價(jià)格策略下消費(fèi)者購買意愿較高,有助企業(yè)利潤的實(shí)現(xiàn)。再次,當(dāng)價(jià)格策略導(dǎo)致消費(fèi)者低購買意愿時(shí),企業(yè)應(yīng)及時(shí)采取解釋策略,解釋策略能夠轉(zhuǎn)移消費(fèi)者價(jià)格參考點(diǎn),有助于提升消費(fèi)者的價(jià)格公平感知,并最終實(shí)現(xiàn)購買意愿的提升。
[Abstract]:In the practice of international marketing, because of the marketing goals, cost structure, tax, competition, exchange rate, government control and other factors, there are great differences between countries. Enterprises often adopt differential price strategies to set different prices in different countries in different countries in order to cater for different market environment and eliminate them. In the era of mobile Internet, more and more information can be obtained by consumers. When consumers know the same products sold at different prices in different countries, the price set by the enterprise will be unfair, which will be used for consumption. Therefore, it is of great practical significance to study how the differential price strategy in international marketing affects the consumer's purchase intention will be helpful to the choice of the price strategy of the enterprise. The current research on the price strategy in international marketing is more important than the discussion. The importance and value of the differential price strategy or the standardized price strategy, and how to set the price to maximize the profit of the enterprise. There are few studies on the influence of different price strategies on consumers, and less research on the mechanism of the influence of differential price strategy on the consumer's purchase intention and the poor enterprise. Therefore, this paper has strong theoretical significance. On the basis of literature review and case analysis, the author determines the following three points: (1) in international marketing, what different differential pricing strategies will produce to consumers' willingness to purchase What are the impact mechanisms of it? (2) do all the differential price strategies have an impact on the consumer's purchase intention? What factors play an regulatory role? (3) when the differential price strategy adopted by the enterprise leads to the reduction of the consumer's purchase intention, what should the enterprise take to deal with it? The case is analyzed. From the perspective of domestic consumers, the price strategy of the enterprise is divided into three categories: the high price strategy, that is, the price of the product is higher than the foreign price in the country; the low price strategy, that is, the price of the product is lower than the foreign price in the country; the same price strategy, that is, the product is in the same price in the country as the foreign price. Theory, equity theory, reference point theory, attribution theory, group theory and cognitive disharmony theory, this paper constructs a theoretical model of the difference price strategy affecting the consumer's purchase intention. The model takes the differential price strategy as the independent variable, the consumer purchase intention as the dependent variable and the price equity perception as the price strategy and consumption. The intermediary variable between the purchase intention and the influence mechanism of the price strategy on the consumer's purchase intention; the regulation variable of the source country of the product and the control effect of the product source country in the above theoretical model under the control of the source country effect of the product; and under the framework of this model, we discuss how to improve the difference. The experimental method is a widely used research method in international marketing. Experimental method can find the causal relationship between variables and control the influence of the interference variables, and can get reliable conclusions. Therefore, this paper also uses the experimental method. The concrete experiment process is as follows. First, the literature is found through literature search. Find, find the mature and applicable scale, through two-way translation to form the measurement scale of this article; secondly, select the appropriate experimental stimulus by the pre test questionnaire, combine the research content, form 11 different types of questionnaire; again through the street intercepting form in the form of Chengdu to launch a questionnaire survey; finally summary the results of the survey, the use of SPSS According to the analysis of the data, the results are as follows: first, when enterprises adopt high price strategy, the consumers' purchase intention is the lowest and the price fair perception is the lowest; when the enterprise adopts the low price strategy, the consumers' purchase intention and the fair price perception are higher than those of the high price strategy. Under the same price strategy, the consumers' purchase intention and the fair perception of price are the highest. Secondly, the differential price strategy has an effect on the purchase intention through the price fair perception of the consumer. The price fair perception plays a mediating role between the differential price strategy and the purchase intention. Third, the price difference is clear to the consumer. On the basis of the willingness to influence mechanism, this paper further analyzes the influence of the source countries of the product on the consumer's purchase intention and the fair perception of price under the differential price strategy. By using the product source countries (China, Britain) which have no significant differences in the two source countries, the article finds that the consumer is high on the domestic product. The price equity perception of the price strategy is significantly lower than the consumer's fair perception of the high price strategy for foreign products, and the consumer purchase intention is also the same in these two situations; the price fair perception of the consumer's low price strategy for domestic products is significantly higher than the price of the low price strategy for foreign products. But in these two cases, there is no significant difference in the consumer's willingness to purchase. Finally, when the difference price strategy leads to the low purchase intention of consumers, this paper examines the effect of the two coping strategies of "explanation" and "no response". When the purchase intention is low, if an enterprise adopts an explanation strategy, it can help to reduce the price inequality of the consumer and improve its purchase intention. The results of this study are summarized as follows: first, the enterprise should not only analyze the price strategy from the enterprise itself or the market environment, and should perceive the consumer. As an influential factor, the dissimilated price strategy leads to a lower price perception of consumers and a decrease in the willingness to purchase. Secondly, it is believed that the enterprise should enter the foreign market at a higher price and enter the market at a low price, which is a price policy. Again, when the price strategy leads to the low purchase intention of the consumer, the enterprise should take the explanation strategy in time when the price strategy leads to the consumer's low purchase intention. The explanation strategy can transfer the reference point of the consumer price, which will help to improve the consumer's sense of the price fair, and finally realize the promotion of the purchase intention.
【學(xué)位授予單位】：成都理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F274;F713.55
本文編號：2167509
[Abstract]:In the practice of international marketing, because of the marketing goals, cost structure, tax, competition, exchange rate, government control and other factors, there are great differences between countries. Enterprises often adopt differential price strategies to set different prices in different countries in different countries in order to cater for different market environment and eliminate them. In the era of mobile Internet, more and more information can be obtained by consumers. When consumers know the same products sold at different prices in different countries, the price set by the enterprise will be unfair, which will be used for consumption. Therefore, it is of great practical significance to study how the differential price strategy in international marketing affects the consumer's purchase intention will be helpful to the choice of the price strategy of the enterprise. The current research on the price strategy in international marketing is more important than the discussion. The importance and value of the differential price strategy or the standardized price strategy, and how to set the price to maximize the profit of the enterprise. There are few studies on the influence of different price strategies on consumers, and less research on the mechanism of the influence of differential price strategy on the consumer's purchase intention and the poor enterprise. Therefore, this paper has strong theoretical significance. On the basis of literature review and case analysis, the author determines the following three points: (1) in international marketing, what different differential pricing strategies will produce to consumers' willingness to purchase What are the impact mechanisms of it? (2) do all the differential price strategies have an impact on the consumer's purchase intention? What factors play an regulatory role? (3) when the differential price strategy adopted by the enterprise leads to the reduction of the consumer's purchase intention, what should the enterprise take to deal with it? The case is analyzed. From the perspective of domestic consumers, the price strategy of the enterprise is divided into three categories: the high price strategy, that is, the price of the product is higher than the foreign price in the country; the low price strategy, that is, the price of the product is lower than the foreign price in the country; the same price strategy, that is, the product is in the same price in the country as the foreign price. Theory, equity theory, reference point theory, attribution theory, group theory and cognitive disharmony theory, this paper constructs a theoretical model of the difference price strategy affecting the consumer's purchase intention. The model takes the differential price strategy as the independent variable, the consumer purchase intention as the dependent variable and the price equity perception as the price strategy and consumption. The intermediary variable between the purchase intention and the influence mechanism of the price strategy on the consumer's purchase intention; the regulation variable of the source country of the product and the control effect of the product source country in the above theoretical model under the control of the source country effect of the product; and under the framework of this model, we discuss how to improve the difference. The experimental method is a widely used research method in international marketing. Experimental method can find the causal relationship between variables and control the influence of the interference variables, and can get reliable conclusions. Therefore, this paper also uses the experimental method. The concrete experiment process is as follows. First, the literature is found through literature search. Find, find the mature and applicable scale, through two-way translation to form the measurement scale of this article; secondly, select the appropriate experimental stimulus by the pre test questionnaire, combine the research content, form 11 different types of questionnaire; again through the street intercepting form in the form of Chengdu to launch a questionnaire survey; finally summary the results of the survey, the use of SPSS According to the analysis of the data, the results are as follows: first, when enterprises adopt high price strategy, the consumers' purchase intention is the lowest and the price fair perception is the lowest; when the enterprise adopts the low price strategy, the consumers' purchase intention and the fair price perception are higher than those of the high price strategy. Under the same price strategy, the consumers' purchase intention and the fair perception of price are the highest. Secondly, the differential price strategy has an effect on the purchase intention through the price fair perception of the consumer. The price fair perception plays a mediating role between the differential price strategy and the purchase intention. Third, the price difference is clear to the consumer. On the basis of the willingness to influence mechanism, this paper further analyzes the influence of the source countries of the product on the consumer's purchase intention and the fair perception of price under the differential price strategy. By using the product source countries (China, Britain) which have no significant differences in the two source countries, the article finds that the consumer is high on the domestic product. The price equity perception of the price strategy is significantly lower than the consumer's fair perception of the high price strategy for foreign products, and the consumer purchase intention is also the same in these two situations; the price fair perception of the consumer's low price strategy for domestic products is significantly higher than the price of the low price strategy for foreign products. But in these two cases, there is no significant difference in the consumer's willingness to purchase. Finally, when the difference price strategy leads to the low purchase intention of consumers, this paper examines the effect of the two coping strategies of "explanation" and "no response". When the purchase intention is low, if an enterprise adopts an explanation strategy, it can help to reduce the price inequality of the consumer and improve its purchase intention. The results of this study are summarized as follows: first, the enterprise should not only analyze the price strategy from the enterprise itself or the market environment, and should perceive the consumer. As an influential factor, the dissimilated price strategy leads to a lower price perception of consumers and a decrease in the willingness to purchase. Secondly, it is believed that the enterprise should enter the foreign market at a higher price and enter the market at a low price, which is a price policy. Again, when the price strategy leads to the low purchase intention of the consumer, the enterprise should take the explanation strategy in time when the price strategy leads to the consumer's low purchase intention. The explanation strategy can transfer the reference point of the consumer price, which will help to improve the consumer's sense of the price fair, and finally realize the promotion of the purchase intention.
【學(xué)位授予單位】：成都理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F274;F713.55
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相關(guān)博士學(xué)位論文 前2條
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2 肖麗;消費(fèi)者的權(quán)力感和價(jià)格參照來源對其價(jià)格公平感知的影響及其機(jī)制研究[D];復(fù)旦大學(xué);2012年
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