英语教育培训体验营销中的定价策略研究
关键词： 体验营销；价格影响因素；定价策略；韦博国际英语
Price strategy in education training experience marketing
——take “Web International English”for example
Abstract：In today's enterprises, consumer demand is increasingly differentiated, personalized, persified, customer has not simply concern the use value of the product itself, but also focus on product consumption in the process, gained his experience feelings.Experiential marketing will focus on customer experience rather than product value. In this new marketing model, the prices factors and pricing strategy have been changed. The essay illustrates on the basic of the characteristics of experiential marketing, and experiences pricing strategies , analysis of China's education and training industry pricing situation, and from the pricing factors and pricing strategies discusses two aspects of Chinese Education Training experience marketing pricing model.At last, analyzed the example “Web International English example experience marketing pricing strategies ”,and put three strategy suggestions in our education training experience marketing: (a) Training institutions should determine the appropriate pricing objectives, (b) Training agencies should consider the main factors affecting pricing, (c) training institutions should have the appropriate pricing methods.
Key Words: Experience Marketing; Price Influence; Price strategy;Web International English
目 录
一、研究背景 1
二、相关概念分析 1
（一） 体验营销的特征 1
1、 消费者心理的多变性 1
2、 消费者与厂商的互动性 2
3、 体验受消费者思想影响 2
4、 体验营销的需求可创造性 2
（二） 体验定价策略 2
1、价格递增策略 3
2、弹性价格策略 4
3、组合价格策略 4
三、我国教育培训业定价现状 5
（一） 定价缺乏统一标准 5
（二） 定价手法单一 6
四、中国教育培训体验营销定价模式 7
（一） 影响定价的主要因素 7
1、体验营销中的地点因素 7
2、体验营销中消费者自身因素 7
3、体验营销后消费者接受程度 8
（二） 体验营销中定价策略 9
1、成本导向定价法 9
2、需求导向定价法 9
3、竞争导向定价法 9
五、案例分析——韦博国际英语的体验营销定价策略 10
（一） 公司介绍 10
（二） 体验营销的流程 10
（三） 体验营销定价模式 11