한국컴퓨터정보학회논문지 (Journal of the Korea Society of Computer and Information)

  • 제23권12호
  • /
  • Pages.227-232
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  • 2018
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  • 1598-849X(pISSN)
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  • 2383-9945(eISSN)
한국컴퓨터정보학회 (Korean Society of Computer Information)
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A Study on the Difference of Price Response in China: Focus on Tier 4 Cities

  • Kwak, Youngsik (Dept. of Business, Gyeongnam National University of Science and Technology) ;
  • Hong, Jaewon (Dept. of Global Trade, Gyeongnam National University of Science and Technology) ;
  • Nam, Yongsik (Cheil China)
  • 투고 : 2018.10.31
  • 심사 : 2018.11.07
  • 발행 : 2018.12.31
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초록

The purpose of this study is to empirically measure the consumer response to mobile phone price changes in small and medium cities that have been alienated from Chinese marketing research. To do this, we measured price response through consumer survey based on conjoint analysis. The results of this study are as follows. First, it show a typical pattern in which the part-worth decreases as the price increases. This suggests that there is room for improvement in profitability through pricing strategy for small and medium cities. Second, the decrease of the utility value according to the price increase was different for each city. This implies that difference of price response by city should be used strategically when planning price tactics. This study has contributed to understanding the expansion of research subjects from large cities to small cities and the price response phenomenon of small cities. And it will provide basic data on price response to mobile phone marketers of small and medium cities.

키워드

CPTSCQ_2018_v23n12_227_f0001.png 이미지

Fig. 1. Difference Between High and Low Price

Table 1. Classification by Administrative divisions

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Table 2. Classification by city size

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Table 3. Characteristics of Respondents

CPTSCQ_2018_v23n12_227_t0003.png 이미지

Table 4. Statistics of part-worth by price level

CPTSCQ_2018_v23n12_227_t0004.png 이미지

Table 5. Part-worth of each price level by city

CPTSCQ_2018_v23n12_227_t0005.png 이미지

Table 6. Gap analysis by city

CPTSCQ_2018_v23n12_227_t0006.png 이미지

Table 7. Difference of part-worth among city

CPTSCQ_2018_v23n12_227_t0007.png 이미지

Table 8. Difference of gap among city

CPTSCQ_2018_v23n12_227_t0008.png 이미지

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