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苹果公司定价策略研究——以苹果手机为例


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【摘要】

苹果公司定价策略研究——以苹果手机为例

苹果手机的价格始终保持在智能手机行业的顶端,供需理论是在竞争市场下,产品价格增加会导致消费者需求降低,这个规律对于具有寡头垄断性质的高端智能手机市场而言并不适用。苹果公司定价的核心就是价值,即基于顾客认知价值的定价。因此,本研究将在介绍一般通用定价策略基础上,以苹果手机为切入点,分析苹果公司的定价策略。苹果手机定价策略是基于顾客导向定价,在进入市场之初采用撇脂定价的方式快速收回研发成本,之后将目标顾客人群定位高端消费人群,采用形象定价法满足顾客对于产品高质量的物质需求和符合自身地位的心理需求,同时利用Apple store建立完整的服务生态链,进一步进消费者对苹果手机的消费。本文通过苹果手机的定价策略,归纳总结关于国内智能手机定价方面存在的问题和建议。

关键词:市场定位   定价策略   高价策略
Apple's pricing strategy -- take the iphone as an example

Abstract:Iphone’s price always stay at the top of the smartphone industry, theory of supply and demand is under the competitive market, the product price increase will lead to reduced consumer demand, the law for the high-end smartphone market has the oligarchic monopoly doesn't apply. The core of apple's pricing (and arguably corporate development) is value, which is based on the value of customer perceptions. Therefore, this study will analyze apple's pricing strategy based on the general common pricing strategy and apple mobile phone.Iphone’s pricing strategy is based on the customer orientation, in the beginning of entering the market skimming pricing way to recoup development costs, then the target customer groups positioning high-end consumer groups, image pricing method is used to satisfy customer demand for products of high quality material and in line with the status of psychological needs, at the same time using the Apple store to establish a complete service chain, further into the consumer consumption of iphone. Through the pricing strategy of iphone, this paper summarizes the problems and Suggestions about the pricing of domestic smart phones.

Key words: The market localization   Pricing strategy  High price strategy

 

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