| 捆绑策略中的定价决策——基于预期理论和心理账户理论的分析 |
| |
| 引用本文： | 高琳.捆绑策略中的定价决策——基于预期理论和心理账户理论的分析[J].彭城职业大学学报,2008(3):39-43. |
| |
| 作者姓名： | 高琳 |
| |
| 作者单位： | 江苏淮海会计师事务所有限公司,江苏徐州221000 |
| |
| 摘 要： | 捆绑销售能给买卖双方带来利益。预期理论和心理账户理论为捆绑组合定价提供了新的启发。文章运用这两种理论，讨论了捆绑组合定价时的不同标价方式、折扣分配和价格参考点，及其对消费者感知价值的影响。
|
| 关 键 词： | 捆绑定价 预期理论 心理账户理论 价值函数 参考点 韦伯 费勒定律 |
To Make a Strategic Decision about Price By means of Bundling Strategy --The Analysis Based on Prospect Theory and Mental Accounting |
| |
| Institution: | GAI Lin (Jiangsu Huaihai Accounting Company Ltd. , Xuzhou, Jiangsu 22100) |
| |
| Abstract: | Bundling sales benefit both buyers and sellers. Prospect theory and mental accounting theory provide new enlightenment for bundling pricing. Based on the two theories, this article mainly discusses the different way of labeling price, discount distribution, price reference point as well as its influence on consumers＂ awareness of value by means of bundling pricing. |
| |
| Keywords: | bundling pricing prospect theory mental accounting theory value function referencepoint Weber--Fechner Law |
| 本文献已被 维普 等数据库收录！ |
