Research On The Relationship Between Pricing Arrangement And Enterprise Marketing Performance

ABSTRACT:Numerous research and practice experience of marketing theories in the history have shown that the pricing was one of the most active factors in the enterprise marketing mix. It was one of the most effective tools, which have an important effect on the market demand of products and services with a strong flexibility and competition. Pricing was the factor that directly related to the size of the market demand of enterprise products and marketing performance for high or low, and was the key factor for enterprise’s survival and development.So how to set the product’s price? In the past, product pricing undoubtedly was offered by the seller, the buyer can only be passive to accept. However, in recent years, with the rapid development of economy, many products supply exceeds demand, a large number of product even are in "excess", many products are not "scarce", the market position between two sides of supply and demand has changed. In this way, the market position of buyers in in the bargain becomes more and more important; the possibility of the buyer involved in pricing is becoming stronger. Especially, with the development of Internet technology and information technology, and the springing up of many products whose marginal cost tends to zero, pricing becomes possible for the buyer with the technical support.This study, first of all, through the literature regression and case analysis, puts forward a theory model that pricing arrangement makes an effect on the performance of the enterprise market marketing by contract holder’s surplus. Secondly, through the experiment research methods, this paper uses the SPSS17.0to analysis the sample data with reliability analysis, exploratory factor analysis, correlation analysis, T test and regression analysis to verify the internal mechanism that pricing arrangement make an effect on the performance of the enterprise market marketing by contract holder’s surplus. Finally, this paper uses double factor analysis of variance to test the adjustment effect of product category. This study finds that:(1) the pricing arrangements have a significant effect on enterprise’s marketing performance. The enterprise marketing performance of customer pricing arrangement is superior to that of the seller pricing arrangement;(2) the contract holder’s surplus plays a mediating role between the pricing arrangements and enterprise marketing performance;(3) the product categoiy plays a regulatory role between the process of pricing arrangements and the enterprise marketing performance.This research explains and foresees the enterprise’s marketing performance from the Angle of pricing arrangements. It analyzes contract holder’s surplus’s mediation mechanism and the adjustment of product categoiy in the process, and finds that customer pricing arrangement can improve the marketing performance of enterprises through contract holder’s surplus; In addition, this study also joins the regulating variable product category, which further deepen the relationship between the pricing arrangements and the enterprise marketing performance. Then, this study finds that the time-sensitive products marketing performance is more sensitive to pricing arrangement than the synthetic product. Time-Sensitive products of customer pricing arrangement can create greater marketing performance than the synthetic products of these two kinds of pricing arrangements. At last this paper expects to obtain a innovative theory achievement, which has certain instructive in practice.