pricing - marketing penetration 市场的渗透定价战略.ppt

Marketing penetration 市场渗透定价战略  Marketing penetration pricing is the pricing technique of setting a relatively low initial entry price, often lower than the eventual market price, to attract new customers. The strategy works on the expectation that customers will switch to the new brand because of the lower price. Penetration pricing is most commonly associated with a marketing objective of increasing market share or sales volume, rather than to make profit in the short term. 市场渗透定价策略是以一个较低的产品价格打入市场，目的是在短期内加速市场成长，牺牲高毛利以期获得较高的销售量及市场占有率，进而产生显著的成本经济效益，使成本和价格得以不断降低。渗透价格并不意味着绝对的便宜，而是相对于价值来讲比较低。 What is marketing penetration Applicable conditions 有足够大的市场需求 消费者对价格高度敏感而不是具有强烈的品牌偏好 大量生产能产生显著的成本经济效益 低价策略能有效打击现存及潜在的竞争者。 The market demand is large enough. Consumers are highly sensitive to price rather than a strong brand preference. Substantial production can generate significant the cost of economic benefits. Low price strategy can effectively combat the existing and potential competitors. 穿越时空的价格诱惑 9月5日 正式开放网络预订 两天内 预订超30万台 12月18日 第一轮 3小时内 10万台库存销售一空 1月4日 第二轮 3个半小时 10万台售罄 1月11日 第三轮 36小时 50万台预订完毕 2月28日 第四轮 30分钟 15万台预订完毕 3月17日 第五轮 35分钟 10万台售罄 4月6日 第六轮 6分钟 10万台 售罄 竞争者的产品和价格 Advantages: It can result in fast diffusion and adoption. This can achieve high market penetration rates quickly. This can take the competitors by surprise, not giving them time to react. It can create goodwill among the early adopters segment. This can create more trade through word of mouth. It creates cost control and cost reduction pressures from the start, leading to greater efficiency. It can create high stock turnover throughout the distribution channel. 它可以导致产品的快速扩散和采用。由此实现高市场占有率迅速，出其不意战胜竞争对手，不给他们时间来作出反应。 它可以在早期用户使用阶段获得消费者好感并通过口碑创造更多的贸易。 它加大了成本控制和降低成本的压力，提高了效率。它阻止竞争对手的进入。低价格作为进入市场的壁垒。 它能提高整个分销渠道的库存周转率。。 Disadvantages: The low profit margins may not be sustainable long enou