飞利浦剃须刀在华定价策略分析摘要：【定价（？口水话），可以说】定价策略是企业决策者所面对的最灵活也是最难确定的问题。制定科学合理的定价策略，是包括飞利浦在内的所有企业随时随刻都可能面对的问题。近年来，全球知名品牌飞利浦剃须刀在中国市场取得了卓越的发展，而这些成绩无不与其成功的定价策略相关，因而本文暂不考虑飞利浦在产品研发与制造方面一直不菲的成绩，而是从飞利浦剃须刀的在华定价策略着手，从飞利浦的发展现状、市场营销环境分析以及定价的基本策略等三个方面，以另一个视角来重新认识这一创造了70年辉煌成就的品牌。（你的文字功底与理解能力真不怎么样？摘要是对全文内容思路的概括，understand！）关键词：飞利浦剃须刀；发展现状；定价策略；成功启示（另起一页）Abstract:Pricingcanbesaidtobethemostflexibleandmostdifficultdetermineddecisionbyenterprisemakers,andformulatingascientificandreasonablepricingstrategyistheproblemwhichmustbefacedbyallenterprisesincludingPhilips.Inrecentyears,Philipsshaver,astheworldfamousbrand,achievesremarkabledevelopmentintheChinesemarket,whicharetheresultsofitssuccessfulpricingstrategy.SothispaperwillnotconsiderthatPhilipsshaver’ssignificantachievementsinproductdevelopmentormanufacturing,butproceedfromthePhilipsshaver’spricingstrategyinChina,anddivideinthreepartsincludingPhilipspresentdevelopmentsituation,theanalysisofmarketingenvironmentandpricingstrategies.ThispaperwilltakeanotherperspectivetounderstandPhilipsshaverwhichcreatesthebrilliantachievementsinlast70years.Keyword:PhilipsShaver；DevelopmentSituation；PricingStrategy；theInspirationofSuccess英文也不怎么样！目录一、绪论.........................................................................................................................................................1（一）飞利浦剃须刀的发展现状.........................................................................................................1（二）飞利浦剃须刀在华发展环境分析.............................................................................................21、宏观环境...................................................................................................................................22、微观环境...................................................................................................................................2二、飞利浦剃须刀在华定价策略分析.........................................................................................................3（一）折扣定价策略.............................................................................................................................3（二）地区定价策略.............................................................................................................................4（三）心理定价策略.............................................................................................................................41、整数定价...................................................................................................................................42、尾数定价...................................................................................................................................43、习惯性定价...............................................................................................................................45、招徕定价......................................................................................................................
