《供應鏈中動態合作廣告契約研究》要素品牌戰略、參考價格(5)

learningyard學苑 發佈 2022-12-11T02:19:53.811861+00:00

內部參考價格是消費者記住了過去在購買中所接觸的價格,並以此形成他們在新的購買中應該為一個品牌付多少錢的參考點,因為消費者是使用過去的價格經歷形成參考價格,是以記憶為基礎的,所以稱為內部參考價格。

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今天小編為大家帶來《供應鏈中的動態合作廣告契約研究》要素品牌戰略相關研究、參考價格相關研究。

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本期推文閱讀時長大約5分鐘,請您耐心閱讀。

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Dear you,

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Today I bring you a study on "Dynamic Cooperative Advertising Contracts in Supply Chains" elements brand strategy related research, reference price related research.

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The reading time of this tweet is about 5 minutes, please read it with patience.

本期推文將通過思維導圖,精讀內容,知識補充三個板塊,展示期刊論文《供應鏈中的動態合作廣告契約研究》的要素品牌戰略相關研究、參考價格相關研究,請讀者跟著小編一起來學習吧!

This tweet will Ben through the mind map, intensive reading content, knowledge to supplement the three panels, show the journal paper "dynamic cooperation in the supply chain advertising contract research" elements of brand strategy-related research, reference price-related research, please readers follow the editor to study it!

思維導圖

精讀內容

要素品牌戰略的理論框架研究部分,作者介紹了部分研究情況,相關研究涉及要素品牌戰略對消費者產品評估的影響,要素品牌戰略的優勢所在,要素供應商品牌對消費者需求的拉動作用等等。

In the section on the theoretical framework of factor branding strategy, the authors present some of the studies related to the impact of factor branding strategy on consumer product evaluation, where the advantages of factor branding strategy lie, the pulling effect of factor supplier brands on consumer demand, etc.

要素品牌戰略的實證研究部分,作者說明相關研究較少,現有的研究涉及零部件供應商的要素品牌戰略對製造商主品牌的影響,還有要素品牌戰略對消費者品牌拓展接受程度的影響。

In the section on empirical studies of elemental branding strategies, the authors illustrate that there is a paucity of relevant research, with existing studies addressing the impact of component suppliers' elemental branding strategies on manufacturers' master brands, and the impact of elemental branding strategies on consumers' brand expansion acceptance.

要素品牌戰略的模型研究部分

此方面涉及研究較少,作者介紹了相關研究通過構建分析型模型對零部件銷售商的最優定價和合適合作者選擇的研究。

Modeling research section on elemental brand strategy

This area involves less research, and the authors present related studies on optimal pricing and suitable partner selection for parts sellers by constructing analytical models.

參考價格的理論研究部分

此部分主要研究了參考價格的形成原因及過程,其中研究有參考價格對消費者購買決策影響、消費者對產品的可接受範圍、實際價格與參考價格對比的不同結果對消費者產生不同的影響等等。

Theoretical study of reference price

This part mainly studies the causes and processes of reference price formation, among which the study has the influence of reference price on consumers' purchasing decisions, the acceptable range of consumers for the product, the different results of the comparison of actual price and reference price on consumers with different effects, etc.

參考價格的實證研究部分

此部分說明,對於參考價格的研究出現存在性研究,一些研究中模型考慮參考價格的因素時,可以更好預測消費者購買概率,還有一些研究發現參考價格會對消費者需求有重要的影響。

Empirical research section on reference prices

This section illustrates the emergence of existential studies on reference prices, some studies in which models can better predict consumer purchase probabilities when they take into account the factor of reference prices, and others that find that reference prices can have a significant impact on consumer demand.

參考價格的模型研究部分

在此部分,作者指出現有對參考價格模型的研究都涉及參考價格形成模型,並分為三類。其中有以消費者記憶中的價格經歷為基礎的模型,以消費者對產品歷史價格較少,通過購買點刺激的參考價格為基礎的模型,還有以上述兩種方式共同形成的參考價格為基礎的模型。

The section on modeling studies of reference prices

In this section, the authors point out that existing studies of reference price models all involve models of reference price formation and are divided into three categories. Among them are models based on the consumer's experience of prices from memory, models based on reference prices stimulated by the point of purchase, where the consumer has less knowledge of the product's historical price, and models based on reference prices formed by both of these approaches.

知識補充

文中提到內部參考價格效應和外部參考價格效應,分別指代的是什麼含義呢?

內部參考價格是消費者記住了過去在購買中所接觸的價格,並以此形成他們在新的購買中應該為一個品牌付多少錢的參考點,因為消費者是使用過去的價格經歷形成參考價格,是以記憶為基礎的,所以稱為內部參考價格。

外部參考價格是消費者在購買現場根據觀測到的價格而形成的他們應該為一個品牌付多少錢的參考點。

What do the internal reference price effect and the external reference price effect refer to in the article?

Internal reference price is a reference point that consumers remember the prices they were exposed to in the past in their purchases and use to form how much they should pay for a brand in a new purchase. It is called internal reference price because consumers are using their past price experiences to form reference prices that are based on memory.

The external reference price is the reference point that consumers form for how much they should pay for a brand based on observed prices at the point of purchase.

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參考資料:DeepL翻譯,知乎,百度百科

參考文獻:張娟. 供應鏈中的動態合作廣告契約研究[D].中國科學技術大學,2014.

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