CONT3 - 2012 0720 6.訂價策略a
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Transcript of CONT3 - 2012 0720 6.訂價策略a
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訂價策略訂價策略
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訂價策略訂價策略• 壹、訂價的基本觀念• 貳、影響訂價決策的因素• 參、選定訂價的方法• 肆、訂價策略• 伍、價格變動的起因及因應• 陸、結論
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訂價策略訂價策略• 壹、訂價的基本觀念• 貳、影響訂價決策的因素• 參、選定訂價的方法• 肆、訂價策略• 伍、價格變動的起因及因應• 陸、結論
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價格的定義價格的定義•價格是顧客願意支付以交換同等價值的產品或服務之價值。即價格是購買產品或服務所支付的金額。
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價值創造價值創造
V
PC C
P-C
V-P
V=對顧客的價值P=價格C=生產成本
V-P=消費者剩餘P-C=邊際利潤
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淨價值淨價值
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影響訂價決策的因素影響訂價決策的因素• 1.影響訂價決策的外在因素• 2.影響訂價決策的內在因素
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影響訂價決策的外在因素影響訂價決策的外在因素•市場與需求•競爭•其他外在環境因素
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影響訂價決策的內在因素影響訂價決策的內在因素•行銷目標•行銷組合策略•成本•組織的考慮
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選定訂價的方法選定訂價的方法• .成本導向訂價法• .顧客導向訂價法• .競爭導向訂價法
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定價策略的基礎定價策略的基礎
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The Three CThe Three C’’s Models Modelfor Price Settingfor Price Setting
Costs Competitors’prices andprices ofsubstitutes
Customers’assessmentof uniqueproductfeatures
Low Price
No possibleprofit at
this price
High Price
No possibledemand atthis price
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選定訂價的方法選定訂價的方法
•成本導向訂價法– 成本加成訂價法– 目標報酬訂價法
• ‧顧客導向訂價法– 知覺價值訂價法
• ‧競爭導向訂價法– 現行水準訂價法– 投標訂價法
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訂價策略訂價策略•‧新產品訂價策略•‧產品組合訂價策略•‧價格調整策略
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新產品訂價策略新產品訂價策略•‧創新產品的訂價
– 市場吸脂訂價法– 市場滲透訂價法
• ‧模仿性新產品訂價
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品質與定價關係圖品質與定價關係圖
價格與品質
價格
高 中 低
品質
高 高格調策略 貨真價實 物超所值
中 高價策略 中價策略 物美價廉
低 剝削策略 欺騙策略 便宜策略
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產品組合訂價策略產品組合訂價策略•‧產品線訂價•‧備選產品訂價•‧專用產品訂價•‧副產品訂價•‧兩段式訂價•‧成組產品訂價
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價格調整策略價格調整策略•‧地理訂價•‧價格折扣與折讓•‧心理訂價•‧促銷性訂價•‧差別訂價
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價格變動的起因及因應價格變動的起因及因應• .引發降價• .引發漲價• .價格變動的反應