EDLP, Hi-Lo, and Margin Arithmetic
EDLP, Hi-Lo, and Margin Arithmetic
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DOI：
10.1177/002224299405800402
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发表时间：
1994-10
影响因子：
12.9
通讯作者：
Stephen J. Hoch;Xavier Drèze;Mary E. Purk
中科院分区：
文献类型：
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作者：
Stephen J. Hoch;Xavier Drèze;Mary E. Purk
作者研究了超市杂货行业“每日低价”（EDLP）策略的可行性。在一家拥有 86 家商店的杂货连锁店对 26 个产品类别进行的两个系列现场实验中，他们发现 EDLP 类别价格下降 10% 会导致销量增加 3%，而 Hi-Lo 价格上涨 10% 会导致销量下降 3%。由于消费者需求对日常价格的变化反应不大，他们发现盈利能力存在很大差异。 EDLP 政策使利润减少了 18%，而 Hi-Lo 定价则使利润增加了 15%。在第三项研究中，作者在日常价格较高的情况下增加了浅价交易的频率，发现单位数量增加了 3%，利润增加了 4%。最后，他们在概念上区分了后门的“价值定价”和前门的 EDLP 定价。
The authors examine the viability of an “everyday low price” (EDLP) strategy in the supermarket grocery industry. In two series of field experiments in 26 product categories conducted in an 86-store grocery chain, they find that a 10% EDLP category price decrease led to a 3% sales volume increase, whereas a 10% Hi-Lo price increase led to a 3% sales decrease. Because consumer demand did not respond much to changes in everyday price, they found large differences in profitability. An EDLP policy reduced profits by 18%, and Hi-Lo pricing increased profits by 15%. In a third study, the authors increase the frequency of shallow price deals in the context of higher everyday prices and find a 3% increase in unit volume and a 4% increase in profit. Finally, they draw a conceptual distinction between “value pricing” at the back door and EDLP pricing at the front door.