Pricing-Strategies-of-Service-Marketing(定价策略)

LITERATUREREVIEW：PricingStrategiesofServiceMarketingAbstractThepricingpricingstrategyisapricingplanorstrategywhichisadoptedtorealizeitspricingobjectivesunderacertainobjectiveandsubjectiveconditions;Inpricebehavior,formulationandadjustmentofthepricebecomerigid,stagnantorblindlyforlackofpricingstrategy.Corporationsneedtoconsidertheoverallmarketingstrategieswhiledevelopingservicepricingstrategies,andsecondlylearnhowtodeterminethecost,pricesandprofitmarginsfromcompetitors,whichwillhelpenterprisesdevelopappropriatepricingstrategies.Keywords:servicemarketing,influentialfactors,pricingstrategyIntroductionPriceisaverysensitivefactor,whichisdifficulttocontrolanddirectlyrelatedtothedegreeofmarketacceptanceforproducts,influencesthemarketdemandandcorporateprofits.Pricingstrategyisanextremelyimportantpartamongmarketingmixedstrategies,pricingproblemsmayleadtoseriousproblemswiththesaleoftheproducts,whicharemorelikelytoproducecorporatecrisis.Intheservicemarket,thevariousconceptlatticemethodsoftangibleproductpricingareapplicabletoservicepricing.However,duetotheimpactofproductcharacteristics,andtherelationshipbetweenbusinessesandcustomersismuchmorecomplex,theservicemarketingproductspricingisnotassimpleasonepriceofthecommoditypricing,whichhastoconsidermanyfactorsthataffectit.Thusservicemarketingpricingstrategiesmustconsidermanyfactorswiththeirowncharacteristicsandcircumstances.Asmoreandmoreorganizationsofferservicesinforeignmarkets±oftenaroundtheworld±andasinternationaltradeinservicesincreases,importantquestionsarebeingraisedconcerningthedesignandimplementationofinternationalservicemarketingstrategies.Researchoninternationalizationofserviceshasbeenmorelimitedthanformanufacturedgoodsandhastendedtofocusonmethodsofentryintoforeignmarkets(VandermerweandChadwick,1989;Johansson,1990;IkechiandSivakumar,1998).一、PricingstrategiesofservicemarketingandinternationalresearchesTheperiodbetwwen1980and1985istheexploratoryphaseofservicetheoreticaldevelopment.Sofar,theyearof1986isthemostadvancedstageoftheservicemarketingdevelopment.Themostsignificantfeatureofthisperiodaretherapidgrowthofrelatedpublicationsandthecontinuingincreaseoftheoreticalandempiricalresearches.Thepricingstrategiesformarketingservicesofwesternscholarsmainlymainlyareconcentratedinthe1980s.Becausetheservicemarketingresearchesinwesterncountriesareearlierthanthoseinourcountry,theservicemarketingbecametograduallydevelopinChinaafterreformandopeningup.TheChineseservicemarketingtheoryresearchesarefocusedinthelate1980sand1990s.Amongthisperiod,thereisariseinthemarketeconomyandtheriseofservicemarketinginourcountry.TheorypapersrelatedtoServicemarketingandpricingstrategieswerealsomainlypublishedinthisperiod.Inrecentyears,fewerandfewerpeoplehavepaidattentiontothispoint.ButIthinkthispointissignificantthateverypricedbusinessmanmustunderstand.二、Factorsthataffecttheservicepricing(Ⅰ)Generalfactors1,Cost2,Demand3,CompetitionSincethemainfocusofthisoverviewisontheapplicationofpricingbasedontheoreticalprinciplesratherthantheoryperse,theeconomicsliteratureisnotcovered.Mosttradejournals,ontheotherhand,arelargelydescriptive,andthuslimitedintheextenttowhichtheyprovideaconceptualrationaleleadingtothedecisionsreported.Mostoftheaccountingandfinanceliteratureisgovernedbycostconsiderationsratherthanmarketingaspectsandisthereforeexcluded.Consequently,onlymarketingliteratureisused,narrowlydefinedasconsistingoftheJournalofMarketingResearch(JMR),theJournalofMarketing(JM,andIndustrialMarketingManagement(IMM)[6].Internalfactors(TableI)include:Tacticalpricingaspects.Thisincludestopicsdealingwithmethodsandmodelssuchascompetitivebidding,decisiontrees,productlineandproductlifecyclepricing,costorientedmethods,demandandcompetitionorientedmethods,Etc.Strategicpricingaspects.Thisincludestopicsdealingwiththeoverallpricingstrategyforacompanyratherthanspecificmethodsormodels.Forexample,theroleofpriceinthemarketingmixanditsimportancetolong-rangeprofitabilityarediscussed.4,Theservicecharacteristicsaffecttheservicepricing(Ⅱ)Otherimportantfactors1,Theasymmetryofservicepriceinformation.Servicepriceasymmetrystemsfromthelevelofunderstandingservicecostsandthereferenceprice,thedifferencearisesbecause:(1)Theimpactofserviceheterogeneityonpriceinformation.Asservicesareintangible,servicehavegreatflexibilityinmorphology,resultinginacomplexpricingmechanism.(2)Serviceprovidersdonotwanttoassesstheprice.(3)Thepriceinformationintheserviceisnotvisible.2,Thecomplexityoftheserviceprice(1)Timecost.(2)Searchcost.(3)Mentalcost.3,ThemeasurabledifferencesinservicequalityBecausetheserviceisdominatedbytheexperienceandconfidence,thereisacleardifferenceintheconveyofservicequality.Therefore,intheservicemarketingpricing,acustomerislikelytotakethepriceasameasureforcostandqualityofservicestandards.Inadditiontopaymentofcostsandcompetencewithcompetitors,thepricedevelopingmustcommunicateasaappropriatequalitysignal.三、TheservicepricingstrategiesThepricingpricingstrategyisapricingplanorstrategywhichisadoptedtorealizeitspricingobjectivesunderacertainobjectiveands