网络营销中的差别定价策略探讨

网络营销中的差别定价策略探讨
 
摘要：由于传统营销方式下的信息不对称，以及受市场空间和时间的隔离，消费者在很大程度上处于被动地位。但随着网络的充分利用，信息经济使这1切有所改观。其目标市场从过去受地理位置限制的局部市场拓展到了范围广泛的全球性市场，这使得企业不得不开始重新审视和调整网络经济下产品营销的价格策略，其中网络营销差别定价策略显得尤为突出。本文从运用差别定价策略的两则案例出发,针对案例所提出的有关差别定价的争议性问题,围绕网络营销差别定价的理论基础、实施过程中遇到的问题以及解决该问题的有效途径3个方面进行重点阐述。

关键字:差别定价；网络营销；传统模式

On the Differential Price Strategies in Network Marketing

Abstract:While the information always be asymmetried under the traditional marketing ways,and consumers often isolated by the time and space of the markets.However,with the full use of network,the information economy makes the whole better.The aim market has expanded to a wide range of global markets from the isolated markets which due to the geographical reasons.In this way,the companies have to review and readjust the price strategy of products marketing under the network economy
circumstances,which makes the differential price strategies of network marketing especially prominent. This article from embarks using the difference fixed price strategy two piece of cases, asks the related difference fixed price disputequestion in view of the case,and this thesis gives discussion mainly on three areas:the thoery basis of differential prices in network marketing,problems encountered during the practice and the effective dealing ways.

Key words: Differential pricing; Network Marketing; Traditionaltype