文献类型：会议论文

英文题名：Revenge Price Promotion Strategy Which Departs from the Brand Positioning and Its Consequences-The Case from China Mobile

作者：Wang Yongle[1];Li Meixiang;Zhao Jun

机构：[1]Univ Shaoxing, Sch Econ & Management, Shaoxing 312000, Peoples R China

会议论文集：International Conference of Marketing Science and Management Technology

会议日期：AUG 07-08, 2010

会议地点：Shaoxing Univ, Shaoxing, PEOPLES R CHINA

主办单位：Shaoxing Univ

语种：英文

外文关键词：Strategy marketing; Price promotion strategy; Brand positioning

外文摘要：Facing with competitors' price promotion strategy, enterprises often took retaliatory homogeneity strategy. But this retaliatory strategy could not redeem the loss of customers and could decline its brand loyalty for the non-price-based brand enterprises. Through the case study of China Mobil, it could be found that: firstly, price promotion strategy would weaken non-price-based brand position in consumers' mind; secondly, frequent use of price promotion strategy for a long term would lead price-insensitive consumers to shift to price-sensitive ones. The research showed that enterprises should use price promotion strategy with caution in practice and make marketing strategy in light of its brand positioning in consumers' mental model.