台湾2003年第八届直销学术研讨会.docVIP

直销美容保养品价格策略与市场定位之研究 The Pricing and Positioning Policy of Direct Selling Company on Cosmetic Products 陈得发 孔令震、陈湘琳、朱正雄 国立中山大学企业管理研究所 高雄市鼓山区莲海路70号 Tel: (07) 525-2000 Ext 4621 e-mail: Derfa@.tw 摘　要 有鉴于多层次传销业的蓬勃发展，本研究主要比较直销通路与传统通路在定价策略上，其所考量之因素是否存在差异，并找出其关键影响因素。除此之外，我们试图了解，在一般人印象中，”直销产品价格比传统通路偏高”这一句话是否属实。最后，我们提供一些建议，以供业者及后续研究者参考。 本研究结果发现，直销公司保养品的价格与传统通路的保养品公司产品价格相较，价格并无明显偏高的现象。在定价策略方面，直销公司较多采行形象定价策略及组合定价策略，较少采行渗透定价策略。在折扣促销方面，直销公司较常配合活动档期，采行期间折扣的方式来促销。在定价考量因素方面，直销美容保养品公司仍以制造成本为主要考量，其次是考量产品定位。然而，就消费者而言，「品质的良好与否」仍是决定其是否购买的最重要因素。因此，直销美容保养品公司仍除了考量其制造成本，仍要考虑其产品和竞争对手产品的差异性，才能决定其定价。 关键词: 直销、美容保养品、定价策略、产品定位、奖金制度  ABSTRACT The direct selling is a personal selling. The income of a direct seller is a certain percentage of the product price. The direct seller is a consumer as well as a seller. When choosing a product, the direct seller considers not only his/her own need for the product but also the return on the investment of his/her time and effort. Therefore, the direct selling company will set its pricing policy in consideration of the market competition and the acceptance of the direct sellers. The price of the direct selling product is perceived higher than it should be. This research tries to study the positioning and pricing policy of direct selling products and compare their price with that of the traditional marketing channel products. The nutrition supplement product is the biggest product category in direct selling. However, it has no clear competitor in the traditional marketing channel, so we choose the cosmetic product that has clear counter parts in the traditional marketing channel as the example to study. This study used personal interview and questionnaire survey as the research methods. We interviewed the top management of the top 10 direct selling companies about their positioning and pricing policy. We also surveyed the consumers about their perception on the quality and price of cosmetic product in the direct selling as well as the traditional channel. In