【作者】 梁宾；

【导师】 袁春晓；

【作者基本信息】 四川大学 ， 工商管理， 2006， 硕士

【摘要】 在全球各国都纷纷大力的发展数字电视,欧美凭借强大科技和成熟的市场跑在了队伍的最前面,而我国由于内在的原因和外在的环境,数字电视发展比较缓慢的背景下,数字电视定价策略研究通过营销组合4Ps中价格P的研究,找出适应目前市场环境下的有效的定价策略,促进我国数字电视的快速健康发展。本文运用定价的3Cs原理从我国数字电视服务产品的成本、消费者和竞争三个要素研究了我国数字电视服务产品的有效定价问题,提出了我国数字电视服务定价策略的建议。本文共分为五部分:第一部分概述了各国数字电视行业的发展现状和我国数字电视面临的问题与数字电视服务定价的关系,引发了我国数字电视定价策略的研究;第二部分对数字电视定价策略研究的定价理论作了回顾,建立数字电视定价策略研究理论基础;第三部分在建立数字电视服务产品概念和特性的基础上,从定价3Cs原理基础上对数字电视服务产品进行了定价理论分析;第四部分在研究了我国数字电视行业市场结构和数字电视行业SWOT分析的基础上,提出了我国数字电视服务定价策略的建议;第五部分对研究进行了总结和提出了下一步研究的建议。更多还原

【Abstract】 When numerous countries all over the world expanding their DTV industry vigorously, developed countries, depending on advanced technology, leads the DTV army with its mature market. Yet against this background China DTV industry grows comparatively slow owing to some intrinsic reason and certain exterior situation. Analyzing the price element of 4Ps marketing mix, this study investigated the effective DTV products pricing strategies adaptive to recent China market, thus promoting the development of DTV industry in a rapid and healthy way.Through an examination of 3Cs elements, namely Cost, Customer and Competence, this research explored valid measures for pricing our nation’ s current DTV products and services and proposed workable solutions.This paper consists of five parts: The first part of the paper provided a brief survey of the history and status quo of DTV products in numerous countries. By indicating the problems confront China DTV industry which relate to the products and services pricing it launched a pricing strategies inquiry within this field. The second part retrospected the existing pricing strategies as theoretical foundations on which pricing strategies were built. Part three of the paper investigated the pricing strategies in the conceptualization of DTV products with an application of 3Cs theory. Part Four proposed the pricing strategies based on China’ s DTV market structure and SWOT industrial analysis. Part Five of the paper is a conclusion and some further research considerations.更多还原