市场管理商务英语毕业论文.docx

市场管理商务英语毕业论文ContentAbstractI摘要IIIntroduction错误！未定义书签。1. Pricing11.1 Price and pricing strategy11.2 Factors to consider when setting prices11.3 General pricing approaches11.3.1 The cost-based approach11.3.2 The buyer-oriented method11.3.3 The competition-leaded approach12. Walkmans pricing strategy in different stages and PLC12.1 The Sony Company and the Walkman12.2 Product life cycle impact on Sonys pricing strategy12.2.1 Introduction stage12.2.2 Growth stage12.2.3 Maturity stage12.2.4 Saturation12.2.5 Decline stage13. The pros and cons of Walkmans pricing strategy错误！未定义书签。3.1 The advantage of Walkmans pricing strategy-Avoiding a Price War13.2 Lack of dynamic pricing14. The suggestions to audio-players14.1 Examine Company and Marketing Objectives14.2Determine an Initial Price14.3 Markup Method1Conclusion1Reference1Acknowledgments114The Study of Walkmans Pricing StrategyThe central premise of this paper is that price theory and the comparisons in applications. It offers access to basic theory of price and provides connectivity to actually use of price strategy .This perspective requires operators to develop efficient market research and pricing strategies in order to increase their sales revenue as well as providing high satisfaction levels to the costumers.As indicated in first chapter, the operators should add more dynamism in their pricing schemes thereby moving beyond the recently deployed pricing theory in which a company is allowed to access its reserved share with considering the rudiment of pricing strategy. The importance of developing dynamic pricing models has been recognized by several vendors. Different industrial research groups have conducted their studies regarding this issue. On the other hand chapter two classifies pricing in static and dynamic categories such that in dynamic pricing varies with certain product life cycle conditions while in static pricing the users are charged with a fixed price independent of the overall product life development stage. Dynamic pricing is advantageous in a sense that it offers flexibility in reacting to changes in network traffic and allows operators to achieve high revenues. However, the costumers may find dynamic pricing policies difficult to understand, therefore these policies must be kept as simple as it can get. Furthermore, this thesis will also give case study that how did Sony pricing Walkman to fulfill the gap between theory and applications so that the subscribers can easily comprehend according to their Quos needs. Based on above, in this paper we propose a dynamic compromising pricing strategy for business where people starting a company or everything involve business respectively. Finally, we will point out why Walkman steps down of the stage of history in the view of pricing decision and marketing. Meanwhile the specific suggestions for company to set reasonable price standard.1. PricingMarketers have a fever of new buzzword in the 1990s, and its spelled P-R-I-C-E. Throughout the 1980s, marketers pitched luxury, prestige, extravagance-even expensiveness-for everything from needle to airplane. However after the recession began, they started to redesigning, repacking, re positioning, and remarking products to emphasize value of pricing. Now, pricing-offering more for less by underscoring a products quality while at the same time featuring its price-has gone from a ground swell to tidal wave. 2In this chapter we will mainly focus on the rudiment of pricing. For instance what is pricing, why is it important and which factors involved in when a business making pricing. 1.1 Price and pricing strategy Price refers to the amount of money charged for a product or services, or the sum of the values that consumers exchange for the benefit of having or using the product or service. 7 Businesses no matter big or small have to use a variety ofpricing strategieswhen selling aproductorservice, because of various customs.The Price can be set to maximize profitability for each unit sold out or from the market overall. It can be used to reinforce an existing market from new entrants, to increase customs base within a market or to enter a new target market. Businesses may benefit from lowering or raising prices, depending on the needs and behaviors of customers and clients in the particular market. Finding the right pricing strategy is essence in running a successful business. The definition of pricing strategy Refers to a strategy used for setting price. Usually it is not applied solely, nor separately, but combine a group of factors in a relatively way to decide a pricing of product. A business can use a great deal of pricing strategies for selling a product or service. 1 1.2 Factors to consider when setting pricesEverything connected a companys pricing decision are affected by both internal company and external environment factors (to see figure 1.2-1)Internal factors:Weakness of companyStrengthens Cooperation objectivesMarketing mix strategy Organization considerationsExternal factors:OpportunitiesNature of the market and the demand CompetitionOther environmental factorsEconomy, government, social concernsPricing decisions 1.3 General pricing approachesThe price that a company charges will be somewhere between one that is too low to produce a profit and one that is too high to produce any demand. Figure 1.3-1 illustrates the major consideration in setting price. For one thing product costs set a floor to the price; for other consumer perceptions of the products value set the ceiling. The company needs to consider competitors prices and other external and internal factors to find the best price between these two extremes 3.Companies set prices by selecting a general pricing approach that includes one or more of these factors as following.Consumer perception of vale Product costRivals pricing position Factors inside and outsidePrice ceiling No demand above this price Price benchmarkNo profits under this priceMajor factors involving in setting price Figure 1.3.1This thesis will not simply explain that all sorts of price taking methods, nor the theoretically summarize each of it, but on typical case study, Sony. On one hand we will give the professional market concept in pricing taking, on the other hand the main point will focus on how did Sony pricing considering the whole factors.1.3.1 The cost-based approachIn business, the business of setting the price of a product to be equaled the extra cost of producing any unit of output. In accordance with，this policy, a producer charges, for each product unit been sold, only the addition to total cost materials and direct labor in consequence. Businesses prefer to set prices close to marginal cost during periods of poor sales. If, for example, an item has a marginal cost of $98.00 and a normal selling price is $100.00, the firm selling the item might wish to lower the price to $2.00 if demand has waned. The business would choose this approach because the incremental profit of $2.00 from the transaction is better than no sale at all.1.3.2 The buyer-oriented method Deciding a price based upon analysis and resources derived from the target market. It is means that marketers will set prices relying on the results from the research. For instance if the competitors are making their products at a lower price, then its up to themselves to either price their goods at an above price or otherwise. It is decided by what the company wants to accomplish.1.3.3 The competition-leaded approachCompetition-based pricing is the second-most-popular price-setting method. Managers refer to this approach as a strategic pricing, although its not particularly strategic, when taking this approach. It seems that the KFC would follow the McDonald at the strategic of choosing business places. In the purposes of saving cost, firm simply checks out its competitions price and then sets the price of is own product at about the same level, plus or minus a few percent. Once again, this approach has the virtue of being simple: Its an easy way to make a pricing decision without having to do any thorough market research. 62. Walkmans pricing strategy in different stages and PLCTo begin with, this section we will maintain the spotlight on Sony and the factors in the marketing. The competition of market or the profitability of business, so in beginning 20 century, the product life cycle of Sony has developed in to its mature stage. The following paper not just analysis how did Sony price, but the market exert influence on Sony pricing. Therefore Before we talk about how Walkman been priced, we need to find out how did Sony deal with market influence. The analysis of these factors is what the direction of this paper.2.1 The Sony Company and the WalkmanSony Corporation commonly called as Sony, is a Japanese multinational conglomerate corporation headquartered in Knan Minato, Tokyo, Japan. Its diversified business filed is primarily maintained on the electronics (TV, gaming consoles, refrigerators, and electronics music device), game, entertainment and financial services division. The company is one of the leading manufacturers of electronic products for the retailer, whole seller and professional markets. Sony is ranked 105th on the 2014 list of Fortune Global 500. The founders of Sony group Akio Morita and Masaru Ibuka designed the name of it as sonus, the Latin word for sound, and also come from the English slang word sonny, since they considered themselves to be sonny boys, a loan word into Japanese which in the early 1950s connoted smart and presentable young men.4 The companys current slogan is BE MOVED. Their former slogans were make.believe (20092014) and like. No. other (20052014).Sony Corporation is the electronics business unit and the parent company of the Sony Group, which involving in business through its four operating segments electronics (including video games, network services and medical business), motion pictures, music and financial services. These make Sony one of the most comprehensive entertainment companies in the world. Sonys principal business operations include Sony Corporation (Sony Electronics in the U.S.), Sony Pictures Entertainment, Sony Computer Entertainment, Sony Music Entertainment, Sony Mobile Communications (formerly Sony Ericsson), and Sony Financial. Sony is among the Worldwide Top 20 Semiconductor Sales Leaders and as of 2013, the fourth-largest television manufacturer in the world, after Samsung Electronics, LG Electronics and TCL. The Walkman Walkman is a Sony brand trade name originally used for portable audio cassette players, and now used to market Sonys portable audio and video players as well as a line of former Sony Ericsson mobile phones. The original Walkman introduced a change in music listening habits by allowing people to carry music with them and listen to music through lightweight headphones.The prototype was built in 1978 by audio-division engineer Nobutoshi Kihara for Sony co-founder Masaru Ibuka, who wanted to be able to listen to operas during his frequent trans-Pacific plane trips.2 The original Walkman was marketed in 1979 as the Walkman in Japan and, from 1980, the Soundabout in many other countries including the US, Freestyle in Sweden and the Stowaway in the UK moreover the diversified in the germen. Advertising, despite all the foreign languages, still attracted thousands of buyers in the US specifically. Sony President and co-founder Akio Morita hated the name Walkman and asked that it be changed, but relented after being told by junior executives that a promotion campaign had already begun using the brand name and that it would be too expensive to change. The names Walkman, Pressman, Watchman, Scoopman, Discman, and Talkman are trademarks of Sony, and have been applied to a wide range of portable entertainment devices manufactured by the company. The name Walkman was based on its precursor, the Pressman tape recorder. An initial prototype of the Walkman was in fact made by replacing the recording circuit and speaker from the Pressman with a stereo amplifier.5 Sony continues to use the Walkman brand name for most of their portable audio devices, after the Discman name for CD players was dropped in the late 1990s.2.2 Product life cycle impact on Sonys pricing strategyProduct life cycle (PLC) means that the course of a product sales and profits over its life time. It involves five distinguished stages: product development; introduction; growth, maturity; and decline. 10 2.2.1 Introduction stage After the market research or any other prepared on business introduction, New products are introduced to meet local (i.e., national) needs, and new products are first exported to similar countries, countries with similar needs, preferences, and incomes. If we also presume similar evolutionary patterns for all countries, then products are introduced in the most advanced nations.(For example, Sony developed MD to introduce in America, and finally get popular at large) 6 On August 31, 1982 in the evening, Japan each big media scramble to report trigger audio digital Player finally listed of the dream, the opening of the digital audio era message. Originally, the day/SONY, Philips, SONY, CBS with POLYGRAM four companies jointly held a CD the digital recording format of the conference, and decided to start from autumn sale in Japan. Is on October 1, SONY launched the first CD machine CDP - 101. The price of 168000 yen, for the average consumer is difficult to accept. But as long as the thought of the inside of the technology and the development time, can make goods is indeed a miracle. In 1983, other companys CD player listed one after another, a good sales situation. However, CDS market in the next year is stagnant state. Originally, when people buy CD system is based on the Hi - Fi enthusiasts is given priority to, most people still prefer to have been integrated into the life of the LP. 5Here are some units products of pricing in the beginning of Sony product life develop. Figure4.2.1-1 the resources come from, /july_yun/blog/static/164357282201071892654794/ YearsModel Price(yen)On November 10, 1984D-5049,800On November 21, 1985D-50MKII49,800On April 1, 1986D-55T57,8002.2.2 Growth stageA copy product is produced elsewhere and introduced in the home country (and elsewhere) to capture growth in the home market. This moves production to other countries, usually on the basis of cost of production. (E.g., the Sony product overcomes the problem of high cost, and turns to the next stage of product life cycle.) The Period till the Maturity Stage is known as the Growth Period.On January 21, 1988, SONY sold D - 150, the 49800 yen price isnt cheap, but as a part the thinnest thickness of 20.8 mm is the first time to do the battery storehouse Discman internal model, this is a high price is absolutely not. Relative to the D - 100, D - 150 sound quality has had a downward trend, but it may still be a beautiful sound Discman, and thrust or large as usual.Is released on September 21, D - 20 is Sonys first populist Discman, price down to 27800 yen, the truth sounds not so good, maybe selling points in six hours of playing time.D - Is 40 D - 30 subsequent models, on sale on March 1, 1988, which has two kinds of white and black.This year, SONY and the creation of a strange, that is can play 8 cm CD Discman D - 88 and D - 82. It is important to note that the D - 82 are due to play 8 cm CD become CD Walkman ancestors.2.2.3 Maturity stageThe industry contracts and concentratesthe lowest cost producer wins here. (E.g., the many clones of the PC are made almost entirely in lowest cost locations.)SONY Company, in 1989, in Discman technology unremitting efforts for a year, this year launched nearly 10 types of Discman, including classical model.On January 21, 1989, to 42800 yen on sale price of D - 250 is the last one to a D - 50 based on the design of Discman. As SONY mass production of mature model, from the appearance of the dj vu (even the thinnest thickness is the same 20.8 mm) can clearly see that is based on D - 150, but the voice of D - 250 - D - 150 and compared backwards, bottom turned cold many, intermediate frequency joined some deliberately beautification of dyeing. In other words, the voice of D - 250 is a typical cold hard in Japan. I, of course, for the D - 250 voice such evaluation is top Discman with contemporary and earlier period after comparing the conclusion, if compared to present new CD Walkman, D - 250 is undoubtedly the big win.With the release of the D - 250 for a whole month later, SONY launched the price of 37800 yen for the D - 90. This is the first in the history of SONY can achieve Discman special batteries and battery 5 gm model, is also the first to use the DBB (Dynamic Bass Boost) sound technology SONY Discman. Actually, D - 90 is also the first paragraph of SONY headphones reduced to around 8 MW output power model, since D - 90, with most big fever headphones SONY Discman gone, SONY Discman development towards a more functional, then launched almost every kind of machine is much more play sound control and so on.2.2.4 SaturationThis is a period of stability of product development. The sales of the product reach the peak and there is no further possibility to increase it. This stage is characterized by:Saturation of sales (at the early part of this stage sales remain stable then it starts falling). It continues until replacement enters in to the market. On May 10, 1992 launch of D - 515 is a milestone in the history of the