线上和线下定价策略对企业品牌忠诚度的影响
Impact of Online and Offline Pricing Strategies on Corporate Brand Loyalty
王昌银 1陈堰 1黄平2
作者信息
- 1. 成都工贸职业技术学院,四川 成都 611731
- 2. 四川水利职业技术学院,四川 成都 611845
- 折叠
摘要
伴随着麦卡锡在《基础营销》一书中提出 4Ps营销组合方法以来,定价策略与品牌建设产生了紧密的联系.因此,许多企业将定价策略与构建品牌忠诚度联系在一起.然而,随着互联网技术的发展,顾客消费行为的变化,面对一些不确定因素,众多企业呈现出线上和线下同步获得最大化市场的行动.因此,我们需要审视线上和线下定价策略对企业品牌忠诚度的影响.文章通过回顾价格策略与品牌忠诚度相关文献,找出差距,为后续研究提供线索,助力品牌忠诚度研究向纵深推进.
Abstract
Pricing strategy and branding have become closely linked since McCarthy proposed the 4Ps marketing mix approach in his book Basic Marketing.As a result,many companies have connected pricing strategy with building brand loyalty.However,with the development of internet technology,changes in customer consumption behaviour,and same uncertainties such as epidemics,many companies have presented actions to obtain maximised markets both online and offline simultaneously.Therefore,we need to examine the impact of online and offline pricing strategies on corporate brand loyalty.In this paper,we review the literature related to pricing strategy and brand loyalty to identify the gaps,in order to provide clues for subsequent research and help brand loyalty research to advance to a deeper level.
关键词
定价策略/品牌忠诚度/销售业绩Key words
pricing strategy/brand loyalty/sales performance引用本文复制引用
基金项目
四川省社会科学重点研究基地-四川省高校人文社会科学重点研究基地川菜发展研究中心基金(CC23G14)
出版年
2024
NETL
NSTL
万方数据