折扣是商家最常用的竞争工具之一,主要是利用人类在理性上能够算计、在情感上不愿吃亏的天性。第一个采用这一手段的商家,幸运撞见高度价格弹性的消费偏好,很是狠狠地捞上一笔;其他商家既见其效,又恐落于人后,失去价格上的竞争力,自然紧跟不舍,苦苦追随。问题是,“折扣”会是个可依赖且长久有效的营销手段吗? Discount is one of the most commonly used competitive tools for businesses. It is mainly based on the human nature of being able to calculate rationally and unwilling to lose emotionally. The first business to adopt this method was fortunate enough to meet the consumer preference of highly price-elastic, and it was severely fishing for it. While other businesses saw their effectiveness and they fell behind, they lost their price competitiveness. Natural follow-up, hard to follow. The question is, “discount ” will be a reliable and long-term effective marketing tool?