飞利浦剃须刀在华定价策略分析.pdf

修改要求：注释的编号能不能统一，并且把它放在文末，因为这个 我实在不懂怎么弄。 飞利浦剃须刀在华定价策略分析 The Analysis of the Pricing Strategy of Philips Shaver in China 摘要：【定价 （？口水话），可以说】定价策略是企业决策者所面对的最灵活也是最 难确定的问题。制定科学合理的定价策略，是包括飞利浦在内的所有企业随时随刻都可能 面对的问题。近年来，全球知名品牌飞利浦剃须刀在中国市场取得了卓越的发展，而这些 成绩无不与其成功的定价策略相关，因而本文暂不考虑飞利浦在产品研发与制造方面一直 不菲的成绩，而是从飞利浦剃须刀的在华定价策略着手，从飞利浦的发展现状、市场营销 环境分析以及定价的基本策略等三个方面，以另一个视角来重新认识这一创造了 70 年辉 煌成就的品牌。（你的文字功底与理解能力真不怎么样？摘要是对全文内容思路的概括， understand ！） 关键词：飞利浦剃须刀；发展现状；定价策略；成功启示 （另起一页） Abstract: Pricing can be said to be the most flexible and most difficult determined decision by enterprise makers, and formulating a scientific and reasonable pricing strategy is the problem which must be faced by all enterprises including Philips. In recent years, Philips shaver, as the world famous brand, achieves remarkable development in the Chinese market, which are the results of its successful pricing strategy. So this paper will not consider that Philips shaver’s significant achievements in product development or manufacturing, but proceed from the Philips shaver’s pricing strategy in China, and divide in three parts including Philips present development situation, the analysis of marketing environment and pricing strategies. This paper will take another perspective to understand Philips shaver which creates the brilliant achievements in last 70years. Key word: Philips Shaver；Development Situation； Pricing Strategy；the Inspiration of Success 英文也不怎么样！ 目 录 一、绪论 1 （一）飞利浦剃须刀的发展现状1 （二）飞利浦剃须刀在华发展环境分析2 1、宏观环境 2 2、微观环境 2 二、飞利浦剃须刀在华定价策略分析 3 （一）折扣定价策略3 （二）地区定价策略4 （三）心理定价策略4 1、整数定价 4 2、尾数定价 4 3、习惯性定价 4 5、招徕定价 4 6、分级定价 4 （