第八章国际市场定价策略

第八章国际市场定价策略ChapterEightPricingStrategyChapterEightPricingStrategy2价格是营销组合中唯一产生收益的要素，其他都是成本。因此，在制定营销决策时，定价应该作为一种积极的手段而被采用。MichaelCzinkota&IlkkaRonkainen,InternationalMarketing,6thEd.,ThomsonLearning,2001ChapterEightPricingStrategy3内容提要定价目标定价方法定价策略出口产品定价倾销与反倾销ChapterEightPricingStrategy4LearningObjective定价目标Listandexplainavarietyofpricingobjectives1ChapterEightPricingStrategy5定价目标PricingObjectivesProfit-OrientedPricingObjectivesSales-OrientedPricingObjectivesStatusQuoPricingObjectivesPrestigePricingObjectives1ChapterEightPricingStrategy6利润导向定价目标Profit-OrientedPricingObjectivesProfit-OrientedPricingObjectives利润最大化ProfitMaximization满意利润SatisfactoryProfits目标投资收益TargetReturnonInvestment1ChapterEightPricingStrategy7利润最大化ProfitMaximization制定价格使得总收入尽可能多的超过相应的总成本Settingpricessothattotalrevenueisaslargeaspossiblerelativetototalcosts.1古典经济理论-边际分析-实现困难ChapterEightPricingStrategy8满意利润与目标投资收益SatisfactoryProfits&TargetReturnonInvestment制定价格使得短期或长期的目标利润达到销售额或投资额的某一百分比(通常为公认的“fair”profits)1方便管理层、股东、公众等进行公司业绩评价ChapterEightPricingStrategy9投资收益率ReturnonInvestment,ROI税后净利润除以总资产NetprofitaftertaxesdividedbytotalassetsTotalassetsROI=NetProfitaftertaxes1ChapterEightPricingStrategy10销售导向定价目标Sales-OrientedPricingObjectives市场份额MarketShare销售额最大化SalesMaximizationSales-OrientedPricingObjectives1ChapterEightPricingStrategy11市场份额MarketShare公司产品销售额(量)占全行业总销售额(量)的百分比Acompany’sproductsalesasapercentageoftotalsalesforthatindustry市场份额与ROI通常表现出较强的正相关关系1ChapterEightPricingStrategy12销售额最大化SalesMaximization利用价-量关系达到短期收入(现金流)最大化Short-termobjectivetomaximizesales忽略利润、竞争和I营销环境Ignoresprofits,competition,andthemarketingenvironment可用以处理过剩存货Maybeusedtoselloffexcessinventory–如换季产品1ChapterEightPricingStrategy13现状定价目标StatusQuoPricingObjectives维持既定价格Maintainexistingprices应对竞争价格Meetcompetitor’spricesStatusQuoPricingObjectives1ChapterEightPricingStrategy14现状定价目标StatusQuoPricingObjectives也叫“Marketpricing，市场（竞争）定价”，在所有定价目标中看似最为被动——无须计划，随行就市，避免价格战，但又直面价格战，可能发生在–完全竞争市场：都是价格接受者–垄断竞争市场：价格战两败俱伤，竞争在价格之外–寡头垄断市场：存在价格领袖(priceleader)1ValuePricing同价异质ChapterEightPricingStrategy15声望定价目标PrestigePricingObjective高价以帮助建立产品的优质形象Chargingahighpricetohelppromoteahigh-qualityimage.1只买贵的，不选对的？ChapterEightPricingStrategy16质量指示器IndicatorsofQualityBrandNamePriceAppearanceRetailerReputation1零售商信誉外观价格品牌ChapterEightPricingStrategy17LearningObjective定价方法ExplainedHowPricesAreDetermined2ChapterEightPricingStrategy18定价方法PricingMethodsPricingMethodsCustomaryPricingSupply&DemandCost-PlusPricingBreak-EvenAnalysis2ChapterEightPricingStrategy19惯例定价CustomaryPricing按照传统、或根据顾客预期，随行就市定价2不以价格为主要营销手段，而是依靠非价格竞争——适于现状、声望定价目标ChapterEightPricingStrategy20惯例定价CustomaryPricing适用于现状定价目标、声望定价目标不以价格为主要营销手段，而是依靠非价格竞争完全竞争市场、垄断竞争市场、寡头垄断市场中的企业采用2ChapterEightPricingStrategy21供求分析定价DemandandSupply需求DemandThequantityofaproductthatwillbesoldinthemarketatvariouspricesforaspecifiedperiod.供给SupplyThequantityofaproductthatwillbeofferedtothemarketbyasupplieratvariouspricesforaspecificperiod.2ChapterEightPricingStrategy22需求曲线TheDemandCurve价格PriceDD.501.001.502.002.50020406080100120需求量Quantitydemanded2ChapterEightPricingStrategy23供给曲线TheSupplyCurve供给量QuantitysuppliedSS价格Price.501.001.502.002.500204060801001202ChapterEightPricingStrategy24价格均衡PriceEquilibrium供求均等时的价格Thepriceatwhichdemandandsupplyareequal.2ChapterEightPricingStrategy25均衡价格EquilibriumPrice需求量QuantitydemandedSS价格Price.501.001.502.002.50020406080100120DD过剩Surplus短缺Shortage价格均衡PriceEquilibrium2ChapterEightPricingStrategy26需求弹性ElasticityofDemand消费者(购买量)对价格变动的反应或敏感性Consumers’responsivenessorsensitivitytochangesinprice2需求变动的百分比除以价格变动的百分比ChapterEightPricingStrategy27需求弹性ElasticityofDemand富有弹性ElasticDemandConsumersbuymoreorlessofaproductwhenthepricechanges缺乏弹性InelasticDemandAnincreaseordecreaseinpricewillnotsignificantlyaffectdemand单位弹性UnitaryElasticityAnincreaseinsalesexactlyoffsetsadecreaseinprices,andrevenueisunchanged2ChapterEightPricingStrategy28需求弹性ElasticityofDemand价格PriceGoes...收入RevenueGoes...需求Demandis...下降Down上升Up富有弹性Elastic下降Down下降Down缺乏弹性Inelastic上升Up上升Up缺乏弹性Inelastic上升Up下降Down富有弹性Elastic升或降UporDown不变StaystheSame单位弹性UnitaryElasticity2ChapterEightPricingStrategy29需求弹性ElasticityofDemand富有弹性ElasticDemandCurveDD数量Quantity价格PriceDD数量Quantity价格Price缺乏弹性InelasticDemandCurve2ChapterEightPricingStrategy30影响弹性的因素FactorsthatAffectElasticityFactorsThatAffectElasticityofDemand替代品的可获得性AvailabilityofSubstitutes占消费预算的比例PricerelativetoPurchasingPower必需品或奢侈品Necessityorluxury时间Time2ChapterEightPricingStrategy31供求分析定价法评价适用于利润最大化和销售最大化目标决策可能受竞争对手影响，导出需求曲线困难，除非完全垄断–仅考虑自己降价增加销量，未考虑竞争对手采取同样应对措施的抵消作用完全垄断、寡头垄断市场更适用2ChapterEightPricingStrategy32成本加价TheCost-PlusPricing价格覆盖所有成本并提供一个公平的利润–完全成本定价Full-CostPricing–边际成本定价Incremental-CostPricing2ChapterEightPricingStrategy33成本加价法评价适用于满意利润定价目标忽略供需变化，价格不能灵活应变一厢情愿，未考虑市场接受与否完全垄断市场（全新市场）适用2ChapterEightPricingStrategy34盈亏平衡分析Break-EvenPricing数量Quantity价格Price2,00001,0002,0003,0004,0005,0006,0004,000固定成本Fixedcosts总收入TotalRevenue总成本TotalCosts盈亏平衡点Break-evenpoint2ChapterEightPricingStrategy35盈亏平衡分析Break-EvenPricingBreak-EvenQuantit