组合策略优化与价格调整对消费者行为影响分析.pdfVIP

Marketingmix:

Marketingmixisdividedintosevenparts.Initially,Lovedalehasbothstablece

andtimeeveryyear,whichofferstheminvariableandstablecustomermarket.

Peoplewhoarewillingtojointhelunchcansettheirscheduleandbookticketsin

advanceontheInternet.Whatismore,thelunchwillbringHunterValleymore

tourismresourceandmakeconsumersbeattentiontothismostdiachronicvery

regioninAustralia.

Secondly,thepriceoftheticketisflexible.ThereistwentyAustraliandollar’s

differenceweenLovedaleentrypackageandSpecialSunday’s.Accordingtothe

statisticsinthepast,themajorityofpatronsattendedontheSaturday

(approximately67%)andonlyabout33%attendedontheSunday.Theproblemis

fewpeoplewanttoattendthelunchonSundayandthepriceofSunday’sisreally

highcomparedtoEntrypackage.TheresultisconsumerschoosetobuyEntry

packageandpartialofthemjustshowuponSaturday.Andconsumerswill

experiencepreferentialpriceiftheyaretenormorethan10people.

Next,oneofthemostspecialpromotionsisgettingfreeticketbyanswering

questionsofferedbyLovedale.Itnotonlyinspiresconsumerstogetticketsbutalso

givesthempopularizationofknowledge.Therearealsosomerecordedand

picturesshownonthewebsitetoattractpotentialconsumers.Then,peopleisalso

crucialforbothemployeesandconsumers.Everyyear,Lovedalewillinviteseven

localwineries,offeringpeoplespecialmenus,includingvegetarianoptionsand

glutenfreeoptions.Andthisprogressive-stylelunchwherefoodandwineloverscan

feastanddance,heringpeopletogetherandmakingthemenjoytheparty.And

sponsorsdonotignoreenvironment,thestatisticsshowustherewasaslightriseon

energy-saving(about5.9%)from2011to2012inHunterValley,andLovedale

contributedalot.

Progressincludespeopleandpr