如何有效定價

1.戰(zhàn)略價格目標
什么是定價策略
有效定價的因素

2.市場分析
需求分析
客戶背景
對客戶需求的影響
選擇標準——購買者影響

競爭對象分析
市場信息
競爭對手優(yōu)勢

3.影響定價要素
成本結(jié)構(gòu)
短期固定成本與長期變化成本
戰(zhàn)術(shù)定價的靈活度的需要
價格與數(shù)量之間的權(quán)衡 （供需關(guān)系和價格彈性）

策略選擇
市場細分
價格最大化
短期定價與長期定價
新的與已有的客戶定價
不同的產(chǎn)品周期的定價
品牌對定價的影響

4.定價的基本方法和價格調(diào)整策略
成本加成法
盈虧平衡定價法
邊際定價法
價格調(diào)整的計劃和執(zhí)行

5. 企業(yè)價格管理體系
建立價格結(jié)構(gòu)控制體系
分銷渠道和終端的價格管理
建立贏利文化


1. Strategic objectives of pricing
What is the pricing strategy
Critical factors to pricing

2. Market analysis
Demand analysis
Customer’s background
Effective factors
Buying decision

Competitor analysis
Market information
Competitors’ advantages

3. Key factors of pricing
Cost structure
Short term fix cost and long term flexible cost
The flexibility of tactical pricing
Balancing between price and quantity options (demand and supply, price elasticity)

Choices
Market segment
Maximizing price
Short term and long term pricing
Pricing for your new and old customers
Product life cycle
Branding

4. Pricing methods and price adjustment
Markup pricing
Breakeven pricing
Marginal cost based pricing
Pricing increase or drop planning and execution

5. Corporate pricing management system
Establishing corporate pricing management system
Managing distributor and retailer pricing
Cultivating the culture of profit to win