价值 vs. 价格（价格价值vs.）.docVIP

价值 vs. 价格（价格价值vs.） Management Marketing Resource Center Value price Author: Source: McKinsey Quarterly Marketing strategies and techniques look good but produce unexpected bad results. Can this result be avoided? High quality inspection equipment for medical use has medical equipment manufacturers production in the United states. A while ago, the company launched a new Products are used to replace old products. The new diagnostic instrument has greatly improved its function, and the price is five percent higher than the old one. Three months down, sales in good condition, customers are highly valued, the market share also increased. Another month passed, The fall in market prices forced the company to cut the price of its high-performance new products to the old, just for the dimension Market share held four months ago. Similar to this companys experience, in todays shopping malls are not uncommon. They share one thing in common: marketing strategy and hand The law looks good but produces unexpected bad results. Can this result be avoided? This article will introduce a kind of action called The new model of value management is to help managers avoid making the same mistakes. In fact, managers are pricing and Product positioning should be based on this model as the core foundation. Many people have always thought that value is low price, or buy one for one. The real meaning of value should be exchange A customer buys a product at a particular price and pays special benefits from the product. Such benefits The management of prices has always been regarded as a key element of the marketing mix by managers. Unfortunately, at the most basic interest, the price is two degrees In space, managers fail to make the correct static positioning, that is, static value management. Even if the manager knows that It is also easy to ignore the dynamic value management, that is, the dynamic effect of price interest positioning - competitors and customers The impact on the overall indu