营销策略由产品、价格、地点和促销构成,产品由核心产品、有形产品和附加产品组成。附加产 品在产品构成中的作用越来越重要,附加产品的性质类似于期权。通过附加产品,企业和消费者之间存 在着契约关系,可以利用期权的分析方法对附加产品进行分析,并利用期权定价模型对其进行定价。 Marketing strategy by the product, price, location and promotion constitute, products from the core products, tangible products and additional products. The role of add-on products in product composition is more and more important. The properties of add-on products are similar to those of options. By adding products, there is a contractual relationship between enterprises and consumers, which can analyze the additional products by using the option analysis method and use the option pricing model to price them.