定价考虑因素和方案

PricingConsiderationsandApproaches产品定价：定价考虑因素和方案11-1Objectives目标•Understandtheinternalfactorsaffectingafirm’spricingdecisions.•Understandtheexternalfactorsaffectingpricingdecisions,includingtheimpactofconsumerperceptionsofpriceandvalue.•Beabletocontrastthethreegeneralapproachestosettingprices.•理解影响公司定价决策的内部因素•理解影响定价决策的外部因素，包括消费者的感知价格和价值的影响•能够比较定价的三种常用方法11-2•“Buyer-drivencommerce”conceptofferslowerpricestoconsumersandtheabilitytosellexcessinventorytosellers•13.5millionusercustomerbase•TremendousgrowthPriceline.comCaseStudy案例•“购买者驱动商业”概念给消费者提供了更低的价格，为销售者提供了销售额外存货的能力•1350万使用者的消费者基础•巨大的成长11-3CaseStudy案例Priceline.com•Mostdealsrelatetotravelortimesensitive/perishableservices•Notallventureshavebeenprofitable•Somecustomersfinditdifficulttocommittopurchasepriortolearningdetails•大多数的交易涉及灵敏的旅行或时间/易腐烂服务•不是所有的投机都有利可图•一些消费者很难在了解详细资料之前进行购买11-4PriceHasManyNames价格拥有许多名字WhatisPrice?价格是什么•Rent租金•Fee费•Rate费率•Commission佣金•Assessment股价•Tuition学费•Fare费用•Toll通行税•Premium奖金•Retainer聘金•Bribe贿赂•Salary薪水•Wage工资•Interest利息•Tax税11-5Definition定义•PriceTheamountofmoneychargedforaproductorservice,orthesumofthevaluesthatconsumersexchangeforthebenefitsofhavingorusingtheproductorservice.•价格是一种产品和服务的标价，价格表现的是消费者在交换中，所获得的和使用的产品或服务的价值11-6•DynamicPricingontheWeballowsSELLERSto:Chargelowerprices,reaphighermargins.Monitorcustomerbehaviorandtailoroffers.Changepricesontheflytoadjustforchangesindemandorcosts.Negotiatepricesinonlineauctionsandexchanges.WhatisPrice?价格是什么•网上动态定价允许商家作：低价位，高利润监控消费者行为，根据个人调整服务根据需求或成本变化及时改变价格对网上拍卖和交易讨价还价11-7•DynamicPricingontheWeballowsBUYERSto:Getinstantpricecomparisonsfromthousandsofvendors.Findandnegotiatelowerprices.Negotiatepricesinonlineauctionsandexchanges.WhatisPrice?价格是什么•网上动态定价允许购买者作：即刻从众多的买主中得到价格比较找到较低价格和还价通过网上拍卖和交易讨价还价11-8•PriceandtheMarketingMix:OnlyelementtoproducerevenuesMostflexibleelementCanbechangedquickly•PriceCompetition•CommonPricingMistakesWhatisPrice?价格是什么•价格和营销混合：唯一产生收入的元素最富有弹性的元素能够被迅速地调整•价格竞争•普遍的定价错误11-9FactorstoConsiderWhenSettingPrice定价的考虑因素•Marketingobjectives•Marketingmixstrategies•Costs•OrganizationalconsiderationsInternalFactors内部因素•市场营销目标•市场营销组合策略•成本•组织情况11-10FactorstoConsiderWhenSettingPrice定价的考虑因素•Marketpositioninginfluencespricingstrategy•Otherpricingobjectives:SurvivalCurrentprofitmaximizationMarketshareleadershipProductqualityleadership•Not-for-profitobjectives:PartialorfullcostrecoverySocialpricing•Marketingobjectives•营销目标•市场定位定价战略的影响因素•其它定价目标:生存当前利润最大化市场份额领先产品质量领先•非营利目标:部分或全部成本回收社会性定价11-11•Pricingmustbecarefullycoordinatedwiththeothermarketingmixelements•Targetcostingisoftenusedtosupportproductpositioningstrategiesbasedonprice•NonpricepositioningcanalsobeusedFactorstoConsiderWhenSettingPrice定价的考虑因素•营销混合战略•Marketingmixstrategies•定价必须与其它营销组合元素协调一致•目标成本计算通常用于支持基于以价格为产品定位的战略•非价格定位也能使用11-12•Typesofcosts:VariableFixedTotalcosts•Howcostsvaryatdifferentproductionlevelswillinfluencepricesetting•Experience(learning)curveeffectsonprice•Costs•成本•成本类型:可变成本固定成本总成本•不同生产水平下的成本变换怎样影响价格的制定•经验（学习）曲线影响价格FactorstoConsiderWhenSettingPrice定价的考虑因素11-13•Organizationalconsiderations•Whosetstheprice?Smallcompanies:CEOortopmanagementLargecompanies:Divisionalorproductlinemanagers•Pricenegotiationiscommoninindustrialsettings•Someindustrieshavepricingdepartments•组织考虑•谁制定价格？小公司：高级管理层的CEO大公司：分部或产品线经理人•价格协商在行业设置中很普遍•一些行业有定价部门FactorstoConsiderWhenSettingPrice定价的考虑因素11-14•Natureofmarketanddemand•Competitors’costs,prices,andoffers•OtherenvironmentalelementsExternalFactorsFactorstoConsiderWhenSettingPrice定价的考虑因素外部因素•市场与需求的特性•竞争者的成本，价格和条件•其它环境因素11-15FactorstoConsiderWhenSettingPrice定价的考虑因素•TypesofmarketsPurecompetitionMonopolisticcompetitionOligopolisticcompetitionPuremonopoly•Consumerperceptionsofpriceandvalue•Price-demandrelationshipDemandcurvePriceelasticityofdemand•市场与需求的特性•Natureofmarketanddemand•市场类型完全竞争垄断竞争寡头垄断竞争完全垄断•消费者对价格和价值的看法•价格－需求关系需求曲线需求的价格弹性11-16•Competitors’costs,prices,andoffers•Considercompetitors’costs,prices,andpossiblereactionswhendevelopingapricingstrategy•PricingstrategyinfluencesthenatureofcompetitionLow-pricelow-marginstrategiesinhibitcompetitionHigh-pricehigh-marginstrategiesattractcompetition•BenchmarkingcostsagainstthecompetitionisrecommendedFactorstoConsiderWhenSettingPrice定价的考虑因素•竞争者的成本，价格和条件•发展定价战略时，考虑竞争者的成本，价格和可能作出的反应•定价战略影响竞争的特性低价格低利润战略抵制竞争高价格高利润战略吸引竞争•建议建立抵制竞争的基准成本11-17•Otherenvironmentalelements•EconomicconditionsAffectproductioncostsAffectbuyerperceptionsofpriceandvalue•Resellerreactionstopricesmustbeconsidered•Governmentmayrestrictorlimitpricingoptions•SocialconsiderationsmaybetakenintoaccountFactorstoConsiderWhenSettingPrice定价的考虑因素•其它环境因素•经济状况影响产品成本影响购买者对价格和价值的感知•中间商对价格的看法必须被考虑•政府可以限定有限的定价选择权•社会因素必须被考虑11-18•Cost-BasedPricing:Cost-PlusPricingAddingastandardmarkuptocostIgnoresdemandandcompetitionPopularpricingtechniquebecause:ItsimplifiesthepricingprocessPricecompetitionmaybeminimizedItisperceivedasmorefairtobothbuyersandsellersGeneralPricingApproaches一般定价方案•基于成本的定价决策：成本加成定价在产品成本上增加一个标准的加成忽略需求和竞争受欢迎的定价工具原因是：简化了定价过程价格竞争最