论产品的定价策略与技巧(论文)_精品.doc

高等教育本科毕业论文 论产品的定价策略与技巧 作 者 林 峰 层 次 专 业 市场营销 年 级 学 号 办学形式 办学地点 指导教师 成 绩 摘 要 摘 要 本文从企业定价目标、定价步骤、定价方法、定价策略和定价技巧等几个方面，全面地论述企业产品定价的策略与技巧。首先，企业要根据自身发展战略，制定定价目标；其次，企业定价要遵循一定的步骤和方法，并根据复杂的市场情况，采用灵活多变的定价策略和技巧确定产品的价格。本文重点讨论了企业产品的定价基本策略和定价技巧。分别从新产品定价、心理定价、折扣定价、歧视（差别）定价及价格调整等不同方面、采取不同的策略进行阐述各种定价策略和技巧。 总之，价格是企业营销组合中的一个重要因素，价格的高低往往直接影响着产品在市场中的地位和形象，影响着顾客对产品的接受程度和产品的销路。因此，企业在对产品进行定价时必须要有一定的策略与技巧。 关键词：定价 策略 目标 步骤 技巧 ABSTRACT PAGE 4 ABSTRACT This article from enterprise pricing goals, pricing steps, pricing method, pricing strategy and pricing skills, etc., comprehensively discussed strategy of enterprise product pricing with skills. First, enterprise should according to their own development strategy, make pricing goals; Secondly, the enterprise pricing to follow certain steps and methods, and according to the market situation, using complex flexible pricing strategies and skills to be sure of a products price. This paper discusses the basic strategy of company product pricing and pricing skills. New product pricing, respectively, discount pricing, psychological price discrimination against (difference) pricing and price adjustment and other aspects, adopting different tactics elaborates the various pricing strategies and skills. In short, the price is the enterprise marketing mix, an important factor in the high price often directly affect the product in the market, the status and image of products affects the customer acceptance and the sale of the products. Therefore, the enterprise in the product pricing must have certain strategies and skills. Key words: Pricing strategy target steps techniques 目 录 TOC \o 1-2 \h \z \u HYPERLINK \l _Toc294470670 一、问题的提出 PAGEREF _Toc294470670 \h 1 HYPERLINK \l _Toc294470671 二、企业产品定价目标的选择 PAGEREF _Toc294470671 \h 1 HYPERLINK \l _Toc294470672 三、定价的步骤 PAGEREF _Toc294470672 \h 3 HYPERLINK \l _Toc294470673 四、定价的主要方法 PAGEREF _Toc294470673 \h 4 HYPERLINK \l _Toc294470674 （一）成本导向定价法 PAGEREF _Toc294470674