YANYY@SHTVU.EDU.CN 新产品定价策略(CONT#39;D).pptVIP

价格策略 Price Price is the sum of all the values that consumers exchange for the benefits of having or using the product or service. Price has been the major factor affecting buyer choice; nonprice factors have become increasingly important in buyer-choice behavior. Price is the only element in the marketing mix that produces revenues; all others represent costs. 定价的步骤Steps of pricing 制定价格的3C模式Pricing 3c Model 企业三种基本定价法Three company’s kinds of pricing approaches 不同基准的定价法 新产品定价策略 New product pricing strategies 市场撇脂定价法 Market-skimming Pricing 市场渗透定价法 Market-penetrating Pricing 满意定价法 Market-satisfy Pricing 新产品定价策略 (Cont’d)New product pricing strategies Market Skimming 为新产品制定高价以从目标市场上获取最大利润 Setting a High Price for a New Product to “Skim” Maximum Revenues from the Target Market. 销售量很少，但利润率很高 Results in Fewer, But More Profitable Sales. Use Under These Conditions: 产品质量和形象必须能支撑它的高价位 Product’s Quality and Image Must Support Its Higher Price. 单位成本不能高到抵消高价位带来的利润 Costs Can’t be so High that They Cancel the Advantage of Charging More. 竞争对手不能轻易进入市场和影响高价位 Competitors Shouldn’t be Able to Enter Market Easily and Undercut the High Price. 新产品定价策略 (Cont’d)New product pricing strategies Use Under These Conditions: 这个市场必须对价格非常敏感 Market Must be Highly Price-Sensitive so a Low Price Produces More Market Growth. 生产和分销成本必须随着销量的增长而下降 Production/ Distribution Costs Must Fall as Sales Volume Increases. 低价格要能阻止竞争，否则，价格优势只能是短暂的 Must Keep Out Competition Maintain Its Low Price Position or Benefits May Only be Temporary. Market Penetration 以较低的初始价格迅速和深入地渗透进市场 Setting a Low Price for a New Product in Order to “Penetrate” the Market Quickly and Deeply. 快速吸引大量的购买者，赢得较大的市场份额 Attract a Large Number of Buyers and Win a Larger Market Share. 相关产品定价策略Related product pricing strategies 互补产品价格策略 Supplementary product pricing strategies 替代产品价格策略 Substitution product pricing strategies 折扣定价策略Discount pricing 调整基础价格，以回报消费者的某些行为 Adjusting basic price to reward customers for certain responses 数量折