章节

“电商造节”带来了什么?

摘要

本文分析了电商自营商品促销定价的行为机制及销售竞争带来的影响,并对京东、苏宁和国美三大电商4000多项家电产品连续一年内的价格变化数据进行了实证检验。结果表明,这些电商总体上都采取了在集中促销期降价、在平时提价的做法,并以高低交错的调价方式提升促销效果。销售竞争增大了集中促销期商品的降价幅度,但也使相应商品在平时的价格上调幅度更高。其原因在于,竞争给高低交错调价中的价格回调带来了风险,进一步增大调价频率的应对方式妨碍了其影响顾客购买预期的促销作用,因而需要以平时更大幅度的抬价作为弥补。可见,“电商造节”作为基于顾客预期引导的集中化价格竞争,并不意味着消费者能够获得真正的实惠。从行业长远发展考虑,未来应减少诱导投机性消费的促销行为,将竞争焦点由价格转向提升品质、服务创新等方面。

作者

张昊 ,中国社会科学院财经战略研究院副研究员,主要研究方向为市场流通与消费。

参考文献 查看全部 ↓
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“电商造节”带来了什么?

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章节目录

  • 一 引言
  • 二 电商定价机制分析:促销行为与销售竞争
    1. (一)消费者预期与电商集中促销期定价行为
    2. (二)销售竞争对集中促销调价行为的影响
    3. (三)非集中促销期的定价行为
    4. (四)电商定价行为的机制与特征总结
  • 三 数据采集与整理
    1. (一)样本选择
    2. (二)数据获取与整理
  • 四 实证分析过程与结果
    1. (一)电商促销定价的基本特点
    2. (二)竞争对集中促销期调价行为的影响
    3. (三)竞争对非促销期价格行为的影响
  • 五 结论与建议

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