畢業(yè)論文the study of walkman’s pricing strategy

1、ITheStudyofWalkman’sPricingStrategyAbstractThemainpurposeofthispaperisthatthroughthecasestudywhichexamplesofSony’sWalkmanpricingstrategytoimprovethepricingprincipleapplicationssummarizetheexperienceslessonsthattheyhavema

2、de.ThispaperwillnotonlypresenttheWalkman’spricingstrategybutalsofigureoutthespecificsuggestionsfSonysimilarproductssettingpricemescientificeffective.Pricingindicatedinthemarketcompetitionnaturallyrelatedtotheproductlifec

3、ycletheinfluencewithintheirmutualrelationship.ThisthesisfocusontheWalkman’spricingstrategy(July1979October2010)fromthecradletothegrave.Firstlyitismainlythroughtheintroductionoftherelevantknowledgeofpricingpricingstrategi

4、essuchasthedefinitionofpricinginfluencingfactsgeneralpricingstrategy.Secondlywealsowanttoconsiderthesounddevelopmentoftheproductlifecycleitself.HowtheSonyWalkmandecidedpriceindifferentstagesoftheuseofthepricingstrategysp

5、ecificpriceperfmance.IntheenditisfocustheWalkmansachievementsexistingproblemsofproductpricingrelativeSuggestions.KeywdsPrice；PricingStrategy；WalkmanContentAbstract.........................................................

6、...................................................................................................I摘要......................................................................................................................

7、..........................................IIIntroduction......................................................................................................................錯誤錯誤!未定義書簽。未定義書簽。1.Pricing....................

8、.....................................................................................................................................11.1Pricepricingstrategy...............................................................

9、...................................................11.2Factstoconsiderwhensettingprices.............................................................................................21.3Generalpricingapproaches............

10、...................................................................................................21.3.1Thecostbasedapproach...............................................................................................

11、.........31.3.2Thebuyerientedmethod....................................................................................................31.3.3Thecompetitionleadedapproach...................................................

12、.......................................32.Walkman’spricingstrategyindifferentstagesPLC............................................................................42.1TheSonyCompanytheWalkman..............................

13、................................................................42.2ProductlifecycleimpactonSony’spricingstrategy........................................................................52.2.1Introductionstage............

14、.......................................................................................................52.2.2Growthstage....................................................................................................

15、.......................62.2.3Maturitystage.........................................................................................................................62.2.4Saturation.........................................

16、.......................................................................................72.2.5Declinestage...................................................................................................................

17、.......73.TheprosconsofWalkman’spricingstrategy.......................................................錯誤錯誤!未定義書簽。未定義書簽。3.1TheadvantageofWalkman’spricingstrategyAvoidingaPriceWar.........................................83

18、.2Lackofdynamicpricing....................................................................................................................94.Thesuggestionstoaudioplayers...................................................

19、.............................................................94.1ExamineCompanyMarketingObjectives................................................................................104.2DetermineanInitialPrice..............

20、..................................................................................................104.3MarkupMethod.........................................................................................................

21、......................11Conclusion.....................................................................................................................................................12Reference..........................

22、.............................................................................................................................13Acknowledgments..............................................................................