第06部分讲义-价格研究.pdfVIP

Pricing Research 价格研究培训 华南国际市场研究公司(RI China) 姚新武 May 31, 2006 Content 内容 Major business issues to be addressed 价格研究所解决的商业问题 Theoretical perspective and technique overview 价格研究的简要理论基础 Selection of appropriate techniques 如何选择合适的价格研究技术 How to use market research to formulate pricing strategy －Case Study 如何运用市场研究来解决定价问题– 个案研究 Content 内容 Major business issues to be addressed 价格研究所解决的商业问题 Theoretical perspective and technique overview 价格研究的简要理论基础 Selection of appropriate techniques 如何选择合适的价格研究技术 How to use market research to formulate pricing strategy －Case Study 如何运用市场研究来解决定价问题– 个案研究 Major business issues to be addressed 价格研究所解决的商业问题 Develop better pricing strategies for new product/concept 新产品、概念的定价策略 Formulate the best launch pricing strategies 如何制订上市价格策略 Evaluating potential pricing strategies 已上市产品针对竞争产品的价格调整策略 Product portfolio pricing management 产品系列组合的价格管理 Brand value 品牌价值 Innovation/product improvement 产品改进（如增加配置）的定价 Key pricing issues 1. Developing better pricing strategies for new product/concept 1. ‘How much can I charge/will consumers pay?’ 2. ‘What is an acceptable/the optimum price?’ 2. Formulate the best launch pricing strategies 1. To establish a prestigious brand image 2. To gain market share as against competitors 3. To obtain the maximum margin 3. Evaluating potential pricing strategies 1. ‘What happens if I put prices up/down?’ 2. ‘What happens if competitors change their prices?’ 4. Product portfolio pricing management 1. ‘How to set prices for the series of products currently on the market so as to have a maximum’ share/margin