讲义二定价的策略与战术长江商学院 陶志刚.ppt

管理经济学 陶志刚 The Strategy and Tactics of Pricing定价的策略和战术 Price Elasticity of Demand需求价格弹性 ? 定义: 1% 的价格增长所引起的需求的变化量 需求价格弹性 = ％需求量的变化 ％价格的变化 ? Demand elasticity captures both customers’ willingness to pay and also the degree of competition 消费者购买意愿及市场竞争程度都反映在需求弹性上 More on Determinants of Price Elasticity 再谈价格弹性的决定因素 cost / benefit of economizing 寻找替代品的成本及收益 Engine oil 引擎油 Michelin Type 米其林轮胎 buyer’s prior commitments 买方是否有事前的投入 separation of buyer and payee 购买者和付款者的分离 Optimal Pricing: Demand Elasticity 最优定价要素之一:需求弹性 Demand elasticity captures both customers’ willingness to pay and also the degree of competition 消费者购买意愿及市场竞争程度都反映在需求弹性上 Always set price so that demand is elastic 总是设立价格, 使需求具有弹性 If demand more elastic, then lower incremental margin percentage and lower the price relative to marginal cost 如果需求弹性较大,边际毛利率就低,价格相对于边际成本就低 Uniform Pricing: Shortcomings 单一订价策略的缺点 leaves buyers with a lot of surplus 给购买者留下很多剩余 does not sell to every potential buyer 并没有出售给每个潜在的购买者 Complete Price Discrimination完全价格歧视 price each unit at buyer’s benefit and sell quantity where MB = MC 每单位的价格订为购买者的最高支付意愿；卖到价格等于边际成本 maximum profit (利润最大化) implementation: must know entire marginal benefit curves 实施: 必须知道每个消费者的支付意愿情况 Preventing Resale:“Not for Retail Sale” 防止转销:“不得零售” Heinz serves 亨氏 institutional customers (food service, restaurants) directly 直接把产品销往机构客户 retail customers indirectly through supermarkets and grocery stores 通过超市和杂货店间接服务零售客户 Singapore Telecom Service新加坡电讯公司服务定价 Fixed-line telephone service固线服务 - Residential -SGD 26.25/quarter 民用 – 每季度26.25新币 - Business -SGD 39.38/quarter 商用 – 每季度39.38新币 What makes different prices possible? 如何实现价格歧视？ Can mobile telephone providers follow? 移动电话公司能否仿效直接价格歧视策略？ Which Coca-Cola?哪个可口可乐? Two kinds of Coca-cola sold in Japan. American Coke: $5.50 (wholesale price in American), $11.50 (wholesale price in Japan), and $18.30 (retail price in Jap