【摘要】：隨著商業(yè)環(huán)境及競爭態(tài)勢的不斷變化,定價理論開始占據(jù)營銷學(xué)的核心位置�？焖傧M品行業(yè)、航空業(yè)等,針對需求量波動調(diào)整價格；電信業(yè)通過分段收費和產(chǎn)品綁定進行產(chǎn)品創(chuàng)新并調(diào)整定價策略。定價理論和方法體系得到了不斷發(fā)展和完善。如何才能做到更有利可圖的定價,已被廣泛關(guān)注和研究。 消費類電子產(chǎn)品的發(fā)展打破了成本導(dǎo)向和競爭導(dǎo)向的定價方式,豐富了基于價值導(dǎo)向的定價理論。隨著移動互聯(lián)網(wǎng)的發(fā)展,信息技術(shù)和移動設(shè)備的種類日益多樣化,產(chǎn)品的價格決策對企業(yè)發(fā)展和參與市場競爭有著十分重要的意義。根據(jù)消費類電子產(chǎn)品的行業(yè)特點,探討其產(chǎn)品的定價模型,對產(chǎn)品生廠商和服務(wù)提供商進行市場拓展和消費者制定購買決策都有現(xiàn)實價值。 本文通過對消費類電子產(chǎn)品的技術(shù)特點、成本構(gòu)成、競爭環(huán)境、商業(yè)模式等方面進行分析,說明價格與各影響因素之間的關(guān)系。在消費類電子產(chǎn)品市場中,蘋果公司無疑最具代表性,蘋果推出的iPod、Phone、iPad等,不僅風(fēng)靡全球,且一舉革新了MP3、手機和電腦行業(yè)。蘋果公司定價(也可以說是企業(yè)發(fā)展)的核心就是價值,即基于顧客認知價值的定價。因此,本研究將在介紹消費類電子產(chǎn)品的一般通用定價策略基礎(chǔ)上,重點介紹蘋果公司的定價策略。以顧客認知價值五維度模型、波特五力競爭模型和產(chǎn)品生命周期理論為主要的分析工具,’旨在探討蘋果公司產(chǎn)品定價策略的幾個問題：產(chǎn)品的功能和效用對消費者認知價值的影響；將這些被消費者感知并認可的價值和相關(guān)定價模型相結(jié)合,針對市場競爭和產(chǎn)品差異探討定價策略對消費者和企業(yè)獲利的影響；在不同的細分市場和商業(yè)模式下,現(xiàn)有定價理論和模型對于企業(yè)利潤的影響,并探討了蘋果iPhone+App Store創(chuàng)新模式下的定價策略。 本文分為四個部分,第一部分為背景及文獻研究。介紹定價理論研究的發(fā)展,不同市場結(jié)構(gòu)中的定價模型。第二部分為理論依據(jù)和方法。對影響消費類電子產(chǎn)品價格決策的因素進行分析,指出主要定價方法的適用性和局限性。第三部分為本章重點,首先介紹蘋果公司的發(fā)展歷程,分析蘋果主要產(chǎn)品在不同細分市場的競爭態(tài)勢。從戰(zhàn)略角度、產(chǎn)品線角度和商業(yè)模式角度,深入分析不同角度下的定價策略及成功實施的條件。第四部分為結(jié)論。指出蘋果公司定價策略存在的不足,給出改進建議,指出本研究存在的不足和展望。
[Abstract]:With the continuous change of business environment and competition situation, pricing theory begins to occupy the core position of marketing. FMCG industry, aviation industry, etc., adjust the price according to the fluctuation of demand; the telecommunications industry innovates and adjusts the pricing strategy through piecewise charging and product binding. Pricing theory and method system has been continuously developed and improved. How to achieve more profitable pricing, has been widely concerned and studied. The development of consumer electronic products breaks the cost-oriented and competition-oriented pricing methods, and enriches the value-oriented pricing theory. With the development of mobile Internet, the types of information technology and mobile devices are becoming more and more diversified. The price decision of products is of great significance to the development of enterprises and participation in market competition. According to the industry characteristics of consumer electronic products, the pricing model of consumer electronic products is discussed, which is of practical value to product manufacturers and service providers to expand the market and consumers to make purchase decisions. Based on the analysis of the technical characteristics, cost composition, competitive environment and business model of consumer electronic products, this paper explains the relationship between price and various influencing factors. Apple is undoubtedly the most representative of the consumer electronics market. Apple's iPod,Phone,iPad is not only popular all over the world, but also innovates the MP3, mobile phone and computer industry in one fell swoop. The core of Apple pricing (which can also be said to be enterprise development) is value, that is, pricing based on customer cognitive value. Therefore, on the basis of introducing the general pricing strategy of consumer electronics, this study will focus on the pricing strategy of Apple. Based on the five-dimensional model of customer cognitive value, Porter's five-force competition model and product life cycle theory, The purpose of this paper is to explore several problems of Apple's product pricing strategy: the influence of the function and utility of the product on the cognitive value of consumers; Combining these perceived and recognized values with related pricing models, this paper discusses the impact of pricing strategies on the profits of consumers and enterprises in view of market competition and product differences. Under different market segmentation and business models, the influence of existing pricing theories and models on corporate profits is discussed, and the pricing strategy under Apple iPhone App Store innovation model is discussed. This paper is divided into four parts, the first part is the background and literature research. This paper introduces the development of pricing theory and pricing models in different market structures. The second part is the theoretical basis and method. This paper analyzes the factors that affect the price decision of consumer electronic products, and points out the applicability and limitation of the main pricing methods. The third part is the focus of this chapter, first of all, it introduces the development process of Apple, and analyzes the competitive situation of Apple's main products in different segments of the market. From the strategic point of view, product line point of view and business model point of view, this paper deeply analyzes the pricing strategy and the conditions for successful implementation from different angles. The fourth part is the conclusion. This paper points out the shortcomings of Apple's pricing strategy, gives some suggestions for improvement, and points out the shortcomings and prospects of this study.
【學(xué)位授予單位】：陜西師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F416.63;F274

【引證文獻】

相關(guān)碩士學(xué)位論文 前1條

1 張鑫;考慮廣告投入的蘋果公司產(chǎn)品定價策略研究[D];湖南大學(xué);2016年

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本文編號：2490773