2023年定价策略基本_定价策略的选择.docx

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1、2023年定价策略基本_定价策略的选择 定价策略基本由我整理，希望给你工作、学习、生活带来方便，猜你可能喜欢“定价策略的选择”。 Pricing strategies, marketing mix in a very critical component.Price is usually an important factor affecting the succe of transactions, while the marketing mix is the most difficult to determine the factors.Enterprise pricing goal is

2、to boost sales, profits.This requires that enterprises should consider the costs of compensation, but also consider the prices of consumer acceptance, so that pricing decisions with a two-way characteristics of buyers and sellers.In addition, the price is the most flexible marketing mix elements, it

3、 can make a sensitive reflection of the market.定价策略，市场营销组合中一个十分关键的组成部分。价格通常是影响交易成败的重要因素，同时又是市场营销组合中最难以确定的因素。企业定价的目标是促进销售，获取利润。这要求企业既要考虑成本的补偿，又要考虑消费者对价格的接受能力，从而使定价策略具有买卖双方双向决策的特征。此外，价格还是市场营销组合中最灵活的因素，它可以对市场作出灵敏的反映。 First, the factors that affect pricing 一、影响企业定价的因素 A: internal factors(1)busine market

4、ing goals(2)corporate marketing mix(3)The cost of the product B: external factors(1)market structure(2)the market price elasticity of demand(3)competition(4)national policy(5)other external environmental factors A：内部因素 （1）企业的营销目标 （2）企业的营销组合（3）产品成本 B：外部因素 （1）市场结构 （2）市场需求的价格弹性 （3）市场竞争 （4）国家政策 （5）其他外部环

5、境因素 Second, cost-oriented pricing method 1, the total cost pricing: cost-plus, target profit of 2, the marginal cost pricing 二、成本导向定价法 1、总成本定价法:成本加成,目标利润 2、边际成本定价法 Third, demand-oriented pricing 1 2 price elasticity of demand, supply and demand 3, accurately grasp customer psychology 三、需求导向定价法 1、需求价

6、格弹性 2、供求关系 3、准确把握顾客心理 Fourth, competition-oriented pricing one, follow the market pricing 2 pricing 3 sealed bids, competitive pricing initiative 四、竞争导向定价法 1、随行就市定价法 2、密封投标定价法 3、主动竞争定价法 5, value-oriented pricing of products based on customer perceived value to the company set prices.五、价值导向定价法 根据客户对公

7、司产品的价值认知确定价格。 6, new product pricing strategies(1)skimming pricing strategy for the so-called skimming pricing refers to the initial stages of product life cycle, the product prices very high, in order to maximize profit.Skimming pricing conditions:(1)market has enough buyers, the demand for their l

8、ack of flexibility, even if the prices are very high, the market demand will not significantly reduced.(2)enable high prices reduced demand, but will not offset the benefits of high prices.(3)high prices, still exclusive, no other competitors.Gives rise to the product at high prices is the impreion

9、of high-end products.(B)penetration pricing strategy is the so-called penetration pricing refers to its innovative products, set at a relatively low price to attract a large number of customers, increase market share.Penetration pricing conditions:(1)market demand is extremely price sensitive, low-c

10、ost rapid growth will stimulate demand.(2)production costs and operating costs will be with the production and management experience increases.(3)low price does not rise to actual and potential competition.(C)satisfaction with satisfaction pricing strategy pricing strategy is a cro between skimming

11、pricing strategy and pricing policies between penetration pricing strategy.They set the price lower than the price skimming, but the price is higher than the penetration, is a middle price.This pricing strategy can make producers and customers are as pleased with its name.Sometimes it is called “gen

12、tlemens price” or “moderate prices.” 六、新产品定价策略 （一）撇脂定价策略 所谓撇脂定价是指在产品生命周期的最初阶段，把产品的价格定得很高，以攫取最大利润。 撇脂定价的条件： （1）市场有足够的购买者，他们的需求缺乏弹性，即使把价格定得很高，市场需求也不会大量减少。 （2）高价使需求减少，但不致抵消高价所带来的利益。 （3）在高价情况下，仍然独家经营，别无竞争者。高价使人们产生这种产品是高档产品的印象。 （二）渗透定价策略 所谓渗透定价是指企业把其创新产品的价格定得相对较低，以吸引大量顾客，提高市场占有率。 渗透定价的条件： （1）市场需求对价格极为敏感，

13、低价会刺激市场需求迅速增长。 （2）企业的生产成本和经营费用会随着生产经营经验的增加而下降。 （3）低价不会引起实际和潜在的竞争。 （三）满意定价策略 满意定价策略是一种介于撇脂定价策略和渗透定价策略之间的价格策略。其所定的价格比撇脂价格低，而比渗透价格要高，是一种中间价格。这种定价策略由于能使生产者和顾客都比较满意而得名。有时它又被称为“君子价格”或“温和价格”。7, product mix pricing strategies 1 and 2 production pricing categories, optional product pricing three, must-pricin

14、g 4, 5 additional product pricing, product bundling pricing 七、产品组合定价策略 1、生产大类的定价 2、可选产品定价 3、必选产品定价 4、附加产品定价 5、产品捆绑定价 8, the price adjustment strategy 1, price discounts and subsidies 2, tiered pricing psychological pricing 4, promotional pricing 5, regional pricing 6, International Pricing 八、价格调整策略

15、1、折扣和补贴定价 2、分层定价 3、心理定价 4、促销定价 5、地区定价 6、国际定价 9, irritating pricing strategies 1, 2, auction pricing and bulk purchase pricing 4, 5 rush pricing, and products linked to the continued growth in future profits return pricing 6, member pricing points 九、刺激性定价策略 1、拍卖式定价 2、团购式定价 4、抢购式定价 5、与产品未来利润增长挂钩的持续回报式

16、定价 6、会员积分式定价 定价策略 旅游景区要通过门票价格策略来吸引旅行社；旅游景区以紧密伙伴关系来巩固旅行社的合作；旅游景区要以创新合作模式来发展与旅行社的关系第一、产品决定产出旅游景区产出的方式有. 房地产定价策略 房地产定价策略所谓定价策略，就是指企业为了在目标市场上实现自己的既定销售目标所规定 的定价指导思想和技巧。有效的定价策略和技巧既能使有效需求得以释放，又可以给开发商. 电子商务定价策略（材料） 电子商务定价策略一SKU规划1.假象敌策略a.给自己的每个单品找一个竞争假想敌去对应操作；b.每个单品的假想敌不是固定和唯一的，根据单品营销地位的变化而变化；2.流量款A 淘宝类. 产品定价及定价策略分析 产品定价及定价策略分析组员：胡盛分、何平、李静阳、李伟此次产品定价我组只对心理定价策略中的尾数定价及招徠定价这两种方法进行了调查。尾数定价法尾数定价法是心理定价的. 1 新产品定价策略 1 新产品定价策略（一）撇脂定价策略所谓撇脂定价是指在产品生命周期的最初阶段，把产品的价格定得很高，以攫取最大利润。撇脂定价的条件：定价策略（1）市场有足够的购买者，他们的需求缺.