国产手机定价策略的研究
国产手机定价策略的研究
【摘要】 随着手机技术不断进步，手机产品的差异性越来越小，手机市场的竞争越来越激烈，价格逐渐成为企业应对激烈市场竞争的主要行为方式，因此定价策略在厂商的营销策略中变得更加重要。对现处于手机市场弱势的国产手机厂商来说，合理的定价策略是其扩大市场占有率，增长企业利润的重要因素。本文主要内容是运用定价的基础理论对波导手机当前的定价现状策略进行分析，找出其不足之处，然后根据波导手机的现状提出合理的定价策略——生命周期定价策略，并对波导手机在产品生命周期各个阶段应如何定价进行探究。
【关键词】国产手机；价格；定价策略
Research on Pricing Strategy of
The Domestic Mobile Phone
——Take the Bird Mobile Phone for Example
【Abstract】 With the technology of mobile phone progressing unremittingly, the difference of the product is becoming smaller and smaller. The competition of mobile phone market has become fiercer, and prices have gradually become main way for enterprises to deal with the fierce competition in the market.Therefore, the price strategy becomes more important in the manufacturer's marketing strategy. Suitable price strategy is an important factor for the domestic mobile phone manufacturers who are weak in the mobile phone market to expand their market share and increase the profits of corporation. The article analyzes the current price strategy of the Bird mobile phone which applies for price foundation theories. Find out its shortcomings, then put forward reasonable price strategy according to the present condition of the Bird mobile phone——life cycle of price strategy. Finally research the Bird mobile phone products on how to be priced in various stages of the life cycle.
【Key words】Domestic Mobile Phone, Price, Pricing Strategy
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