摘要：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.
关键词：Price Promotion Strategies;Sales Performance;Prospect Theory
