The Interaction between Pricing and Brand Positioning—A Case Study of the Fast-Moving Consumer Goods (FMCG) Industry
Year: 2025
Type: article
Abstract: 快消品行业中，价格与品牌定位的互动是品牌战略的核心。本文基于信号理论和感知价值理论，分析价格如何传递品牌价值信号，以及品牌定位如何调节消费者价格接受度与忠诚度，构建“价格–品牌认知–市场环境”三维模型，揭示其动态平衡机制。研究发现，现有研究在理论整合与行业适配性上存在不足，企业需结合品牌生命周期与竞争环境动态调整定价与品牌策略，以实现价值与市场的协同优化。In the FMCG industry, the interaction between pricing and brand positioning is central to brand strategy. Drawing on signaling theory and perceived value theory, this study examines how pricing conveys brand value signals and how brand positioning influences consumer price acceptance and loyalty. A “price-brand cognition-market environment” tripartite model is proposed to elucidate their dynamic equilibrium. The research highlights gaps in theoretical integration and industry applicability, suggesting that firms should dynamically adjust pricing and branding strategies based on brand lifecycle and competitive context to optimize value and market performance.
Source: E-Commerce Letters
Author: 瑜文 彭
Institution: Guizhou University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: bronze
OpenAlex ID: W4410827396