价格促销频率对品牌资产的影响研究

被引：42

作者：

江明华

董伟民

机构：

[1] 北京大学光华管理学院市场营销系,北京大学光华管理学院市场营销系

来源：

管理世界 | 2003年 / 07期

关键词：

品牌资产; 企业; 维度; 购买意向; 品牌权益; 企业管理; 价格促销; 品牌忠诚;

D O I：

10.19744/j.cnki.11-1235/f.2003.07.021

中图分类号：

F273.2 [产品管理];

学科分类号：

1202 ; 120202 ;

摘要：

<正> (一)研究问题激烈市场竞争的结果,使越来越多的我国企业意识到品牌不仅是企业市场竞争最重要的武器之一,而且,还是企业最宝贵的资产。但是,由于品牌塑造的难度和长期性,以及迫于短期目标和(或)销售压力,不少企业、甚至一些著名企业不得不以价格作为市场竞争的重要手段,例如,我国家电企业,频繁采用价格促销来扩张市场或维护已有的市场地位。结果却引发企业之间的“价格战”,使价格促销不得不频繁进行,而企业的利润却由“10点利”下降为“10元利”,不仅没有达到价格促销的目的,相反,却严重

引用

页码：144 / 146

页数：3

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