文档介绍：首都经济贸易大学硕士学位论文 对零售商促销策略的经济学分析 I 摘 要随着“促销”之风近些年愈演愈烈,许多零售商对市场竞争、消费者需求、具体促销方式认识不足,深陷同行竞争的促销大战中,很难冷静思考,消费者也很难清楚和全面的看待促销。这样,实际操作中促销策略就存在各种各样的问题。本文首先在深入分析促销策略相关概念和理论的基础上,剖析了目前零售商促销现状和存在的问题。其次,具体对打折促销、优惠券促销、捆绑促销、会员资格促销等几种常见的有代表性的促销方式进行了经济学分析,其中涉及到需求的价格弹性、价格歧视、两部定价法和消费者支付意愿等微观经济学中的重要概念和理论。再次,结合著名保健及美容产品零售商屈臣氏公司的促销进行案例分析。文章的最后,提出几点关于零售商促销策略的中肯的建议。希望可以为零售商实施促销策略、消费者选择促销方式提供参考和指导,最终达到规范市场秩序、引导市场行为、提高社会福利、促进经济发展的目的。关键词:经济学分析促销策略促销方式零售商首都经济贸易大学硕士学位论文 对零售商促销策略的经济学分析 II Abstract With the promotion used in business intensified in recent years, many retailers were stuck in the “promotion battle” with petitors and could not analyze rationally their situations due to lacking of the understanding of petition, consumer demand, and specific promotion methods. Meanwhile, it is difficult for the consumers to get a clear prehensive view of promotions. Thus, there will be many potential problems in real life promotion strategy. This paper firstly analyzed the current status and existing problems of the promotion used by retailers, based on the in-depth analysis of concepts and theories related to promotion strategy. Secondly, the detailed economic analysis was applied to investigate some typical monly used promotion methods, such as discounts, coupons, bundled promotions and membership promotions. This analysis involves some important concepts and theories in microeconomics like the price elasticity of demand, price discrimination, the two-step pricing and willingness to pay. Thirdly, a case-study was applied to a well-known health and beauty retailer pany. In the end, the paper made a few mendations regarding to retail marketing strategy, which may provide guidance to retailers and consumers and help to regulate the market, guide the market behavior, finally improve social welfare and promote economic development. Key words:Economic analysis Promotion strategy Sale promotion Retailers 独创性声明本人郑重声明:今所呈交的《对零售商促销策略的经济学分析》论文是我个人在导师指导下进行的研究工作及取得的科研成果。尽我所知,文中除了特别加以标注和致谢的地方外,论文中不包含其他人已经发表或