Author(s)

Bingqun Cui¹, Kejia Yang², Tingjui Chou³

¹School of Economics and Management, Southwest Jiaotong University, Chengdu, China.
²School of Business, Renmin University of China, Beijing, China.
³Cirrus Data Insights Ltd., Taiwan, China.

This article studies the influences of three different strategies of distributor price promotion, i.e. award-type price promotion, threat-type price promotion and rebate, on manufacturer’s sales performance by empirical research, and analyzes the regulatory effect of promotion strength in the influence of two price promotion strategies on manufacturer’s sales performance, thus providing a theoretical foundation and empirical reference for enterprises to reasonably implement distributor price incentive and customer management.

Price Promotion Strategies, Sales Performance, Prospect Theory

Cui, B. , Yang, K. and Chou, T. (2016) Analyzing the Impact of Price Promotion Strategies on Manufacturer Sales Performance. Journal of Service Science and Management, 9, 182-187. doi: 10.4236/jssm.2016.92022.