摘 要定价决策是指企业为实现其定价目标而科学合理地确定商品的最合适价格。 价格是企业市场营销组合中十分敏感而难以控制的因素，它直接决定着企业市场 份额的大小和盈利率的高低，涉及到生产企业、中间商和消费者等各方面的利益， 因此，企业必须重视定价决策。在目前的市场竞争中，虽然非价格因素作用不断 加强，但定价决策仍然是企业营销组合决策中一个极其重要的组成部分。一种产 品价格制定得适当与否，往往决定了改产品能否为市场所接受，并直接影响该产 品的市场竞争地位和市场占有率。本文系统全面地分析了影响企业定价的因素， 进而再分析了企业如何选择和确定定价的目标，最后以企业定价的因素及企业如 何选择和确定定价目标这两方面作为基础，总结出企业定价的主要方法。关键词：企业，定价决策，影响因素，定价目标Abstract：Pricing decisions is an enterprise to achieve its objectives and scientific and reasonable pricing to determine the most appropriate product price. Price is very sensitive to the enterprise market in the marketing mix and uncontrollable factors, it directly determines the share of the enterprise market size and the level of profitability, involving the production enterprises, brokers and consumers interests of all parties, therefore, enterprises must attention to pricing decisions. In the current competition in the market, although the growing role of non-price factors, but pricing is still the corporate marketing mix decision making in a very important part. To develop a suitable price for a product or not, often determines whether to change product market acceptance, and directly affect the competitive position of products in the market and market share. This systematic and comprehensive analysis of the factors that affect pricing, and then we analyzed how to select and determine the pricing of corporate goals, the last element of enterprise pricing and how to choose and determine the pricing of corporate objec...
VIP
