http://chineseinput.net/에서 pinyin(병음)방식으로 중국어를 변환할 수 있습니다.
변환된 중국어를 복사하여 사용하시면 됩니다.
- 中文 을 입력하시려면 zhongwen을 입력하시고 space를누르시면됩니다.
- 北京 을 입력하시려면 beijing을 입력하시고 space를 누르시면 됩니다.
RISS 인기검색어
- 검색키워드
- 저자 : 문준연(Joon Yean Moon) (검색결과 1 건)
- 무료
- 기관 내 무료
- 유료
-
오픈프라이스제도가 소비자 , 제조업체 및 중간상에 미치는 영향에 대한 실증연구
고동희(Dong Hee Koh),문준연(Joon Yean Moon) 한국경영학회 1999 經營學硏究 Vol.28 No.4
This study attempts to examine the effects of adoption of the open price system on consumers, manufacturers, and retailers. From the consumer perspective, first of all, we compare consumers` dependence on price and nonprice factors and the extent of information search and alternative evaluation before and after the adoption of the new price system. Second, we investigate the level of consumer trust on the manufacturer`s suggested retail price and the retailer`s list price. Third, we analyze the effect of individual and situational variables on consumers` trust on the manufacturer`s and the retailer`s list prices. Extant literature on the consumer price perception and the retail price maintenance provides the background for formulating research hypotheses. A survey was conducted to collect data in this study. Four hundred thirty one consumers, top 29 manufacturers according to 1997 annual production volume, and 81 retailers participated in this study. Major findings of this study can be summarized as follows. First, there was no significant change in retail price level after the adoption of the new price system. Second, consumers` price dependence increased and both manufacturers and retailers perceived that price competition increased. Third, manufacturers responded that consumers` price complaints increased. These results indicate that the new price system helped to replace discount rate-based competition with actual selling price-based competition, however, the new system did not produce any other price effects. Manufacturers perceived that the importance of product quality, reliability, research and development, new product development, and product variety increased after the adoption of the new price system. Also, manufacturers` service to retailers and retailers` service to consumers increased. Therefore, product and service factors are likely to be more important than price factors in competitive strategies of cosmetic firms in the future.
연관 검색어 추천
이 검색어로 많이 본 자료
활용도 높은 자료
