企业要在电子商务平台中实现利润最大化，除了参考传统市
场营销的定价理论，还应兼顾电子商务平台自身特点进行合理的
价格制定和策略选择
A 公司于年进入电商平台销售跑步机，近两年销售状况
并不理想，产品定价一直是公司比较棘手的问题，以往公司只是
根据成本和经验进行价格制定，具有比较高的随意性
本文收集了 A 公司及电商平台跑步机行业近两年的销售数据，
对 A 公司电商平台内外部环境进行分析，指出 A 公司跑步机电商
平台定价存在的问题，包括定价目标和消费群体偏差，定价方法
单一且不科学，畅销价格带产品缺失。为了解决这些定价问题，
首先根据年的销售状况将跑步机电商平台划分为低端市场和
高端市场，再根据两个市场的特征分别进行定价研究
针对跑步机电商平台的低端市场，首先利用数据建立销量随
客单价变化的需求模型，再根据模型求解出低端市场的价格弹性
大，由此得出低端市场消费人群对跑步机价格变化很敏感的特征
针对此特征确定低端市场以扩大销量为主的定价目标。在此基础
上，提出两种低端市场定价方法，一种是根据产品的价格弹性，
用管理经济学的方法计算利润最大时的销售价格；另一种是随行
就市的竞争者导向定价法
针对跑步机电商平台的高端市场，首先利用销售数据确定高
端市场价格弹性较小的特征，即反映了高端市场消费人群对价格
不敏感。同时根据 A 公司产品历史销售情况，帮助 A 公司制定了
获取高利润的定价目标。在此基础上提出以消费者为导向的定价
方法。摘要
III
为了帮助定价方法能更好实施，文章根据 A 公司产品时间销
售特征提出了季节销售定价策略，根据电商平台及跑步机产品特
征提出大促日定价策略及新品差异化定价策略。通过以上定价策
略的制定，帮助 A 公司取得更好的收益
希望本文的分析和建议能帮助 A 公司跑步机产品在电商平台
上达到理想的销售效果，并为其它跑步机公司的电商平台定价提
供参考
关键词 跑步机 电商平台 定价方法 定价策略IV
RESEARCH ON TREADMILL PRICING MECHANISM OF
COMPANY A IN E-COMMERCE
ABSTRACT
With the rapid development of China’s economy and the great enhancement of people's
living standards, people have been attaching greater importance to healthy life. Running has
become one of the most popular sports, which makes treadmill become popular indoor
fitness equipment. Meanwhile, the development of e-commerce technology has changed the
traditional business model. A growing number of treadmill manufacturers sell products on
e-commerce platform in order to take advantage of this convenient platform to expand sales.
To maximize profits on e-commerce platform, in addition to referring to pricing theory
of the traditional markets, enterprises should also take into account the characteristics of
e-commerce platform to make correct pricing method and choose reasonable pricing
strategy.
In , company A launched e-commerce platform to sell their treadmill products.
Pricing has been a more difficult problem for the company given the unsatisfactory sales
situation in recent years. Formerly, the decision-making solely based on cost and experience,
with a relatively high randomness.
This article research collects sales data of company A and the treadmill industry on
e-commerce platform in nearly 2 years, analyzes the internal and external environment of
company A, and points out the problem in pricing of e-commerce platform of company A.
There are four main problems as follows: pricing goal deviation, consumer groups deviation,
AbstractV
single and unscientific pricing method, and product loss in bestseller price line. In order to
solve these problems, treadmill e-commerce platform is firstly divided into low-end market
and high-end market according to the sales data of , then pricing is analyzed
respectively according to the characteristics of the two markets.
In view of the treadmill low-end market in e-commerce, firstly, data are used to
establish demand model in which sales change with customer price. Then the model is used
to solve a great price elasticity of the low-end market, indicating that the low-end market
consumer groups on the treadmill are very sensitive to price changes. On the basis of the
foregoing, the author puts forward two kinds of pricing method, one being based on the price
elasticity of the product, with managerial economics method to calculate the maximum profit
of sale price; the other being subject to the competitor oriented pricing method.
In view of the treadmill high-end market in e-commerce, firstly, high-end sales data are
used to determine the less resilient characteristics of market price, which reflects the fact
that the high-end market consumer groups are not sensitive in price. Then according to the
company A’s products sales history, the author develops highly profitable pricing objectives,
and proposes consumer-oriented pricing methods.
To help the implementation of pricing methods, the author proposes sales season sales
pricing strategy based on sales characteristics of company A. The product mix-pricing
strategy and differentiated pricing strategy are also proposed based on treadmill features.
Through the implementation of the pricing strategy above, company A would achieve better
returns.
The analysis and recommendations in this paper are expected to help company A get
good treadmill product sales on the e-commerce platform, and provide references for other
treadmill company e-commerce platform pricing.
Chang Li (MBA)
Supervised by Hongxin Yao
AbstractVI
Keywords Treadmill, E-Commerce, Pricing Method, Pricing Strategy.
Abstract
目录
摘要......... I
ABSTRACT ...... IV
第 1 章 绪论 .........1
1.1 研究背景及意义 ........1
1.2 研究内容及方法 ........3
1.3 研究思路和框架 ........5
1.4 论文创新点 ....8
第 2 章 电商平台定价理论综述..9
2.1 电商平台概念界定 ....9
2.2 电商营销概念 9
2.3 电商营销定价 9
2.4 电商营销定价策略 ..12
2.5 电商平台产品定价文献综述...........15
第 3 章 A 公司电商平台现状和产品特征分析.21
3.1 A 公司简介 ..21
3.2 跑步机简介 ..21
3.3 A 公司跑步机简介 ..22
3.4 A 公司电商平台现状...........24
3.5 A 公司电商平台销售跑步机情况 ...26
3.6 A 公司电商平台年产品数据特征分析 28
第 4 章 A 公司外部经营环境分析 ........34
4.1 国内跑步机行业发展情况...34
4.2 跑步机行业电商平台销售情况.......36
4.3 跑步机电商平台销售特征...38
4.4 A 公司主要竞争对手...........44
4.5 A 公司电商产品定价问题...51
第 5 章 A 公司电商平台跑步机定价方法 ........54
5.1 跑步机行业电商平台的市场划分 ...54
5.2 A 公司在跑步机电商平台低端市场上的产品定价方法....58
5.3 A 公司在跑步机电商平台高端市场上的产品定价方法....68
5.4 本章小结 ......71
第 6 章 A 公司电商平台跑步机定价策略 ........73
6.1 A 公司电商平台跑步机销售季节性定价策略 .......73
6.2 产品大促日定价策略 ..........79
6.3 新产品差异化定价策略 ......80
第 7 章 A 公司电商平台跑步机定价机理的实施与推广建议.82
7.1 加强人力资源管理，提高相关人员对定价的重视度 .......82
7.2 成立定价团队，完善定价制度规程建设 ...82
7.3 保证产品质量，增加产品核心竞争力 .......83
7.4 行业推广展望 ..........83
结论.........84
参考文献.86
致谢.........90
图表目录
图 1-1 本文研究框架图...7
图 3-1年度天猫平台跑步机行业销售额.....27
图 3-2至年度 A 公司天猫平台跑步机销售额 .......27
图 3-3年 A 公司电商平台跑步机不同价格带销售额与销量......29
图 3-4年 A 公司电商平台跑步机不同价格带销售额与销量......30
图 3-5年 A 公司电商平台跑步机各价格段销售额比例图 .........31
图 3-6年 A 公司电商平台跑步机各价格段销售额比例图 .........31
图 3-7年 A 公司电商平台跑步机两年销售情况对比图 ......32
图 4-1年天猫平台各价格带销售额饼图..40
图 4-2年天猫平台按 A 公司价格带划分销售额饼图 .....42
图 4-3年 A 公司各价格带销售额饼图.....42
图 4-4 -2016 年度天猫平台跑步机销售情况图.....43
图 4-5 亿健跑步机年各价格带销售额
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