一、引言低价格保证策略是在美国等西方国家流行的价格宣传策略,它指零售商对消费者做出承诺,保证消费者在指定时期内在该零售商处购买商品后,若发现在指定范围内的竞争对手提供价格更低的同种商品,则该零售商会向消费者进行补偿的一种策略。最近对我国消费者进行的一项调查中发现,消费者对于超市价格的感知是影响其购物满意度的最重要的因素,众多的零售企业的管理者采用低价方法来塑造销售 I. INTRODUCTION The low price guarantee strategy is a popular price promotion strategy in the United States and other western countries. It refers to the retailer’s promise to consumers to ensure that after the consumer purchases goods at the retailer within a specified period, A competitor offering a less expensive same product, the retailer would compensate the consumer for a strategy. A recent survey of Chinese consumers found that consumer perceptions of supermarket prices are the most important factor affecting their shopping satisfaction and that many retail managers use low-cost methods to shape sales