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针对联合汽车电子有限公司 (UAES)的具体情况 ,探讨了定价工具在该公司营销过程中的应用。对定价工具的具体应用分为 5个步骤讨论 :首先对公司的宏观和行业环境进行分析 ,然后确定公司的定价目标 ,在此基础上分析、研究了行业的需求状况和公司的成本曲线 ,最后选择适当的定价策略和定价方法支持公司确定最终价格。研究结果不仅说明了价格问题是UAES营销组合中非常重要的因素以及正确地研究和制定近期及远期的定价策略的重要性 ,还有力地支持了UAES营销人员的商务活动。
According to the specific situation of UAES, this paper discusses the application of pricing tools in the company marketing process. The specific application of pricing tools is divided into five steps to discuss: First, the company’s macro and industry environment analysis, and then determine the company’s pricing goals, on this basis, analysis and study of the industry’s demand situation and the company’s cost curve, and finally Select the appropriate pricing strategy and pricing method to support the company to determine the final price. The findings not only show that price issues are a very important factor in the UAES marketing mix and the importance of properly researching and setting near and far pricing strategies, but also strongly supporting UAES marketers’ business activities.