《产品定价解理和获得消费者价值》由会员分享，可在线阅读，更多相关《产品定价解理和获得消费者价值（30页珍藏版）》请在金锄头文库上搜索。
1、 产品定价：产品定价：定价考虑因素和方法定价考虑因素和方法第第1010章章Evaluation only.Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0.Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.Copyright 2004-2011 Aspose Pty Ltd.一一. .价格价格(Price)(Price)的定义的定义对于消费
2、者使用产品或者接受服务收取的 费用，或是消费者为了换取商品或者服务 的使用或者拥有权而付出的价值总和。Evaluation only.Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0.Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.Copyright 2004-2011 Aspose Pty Ltd.价格的特征 营销组合中，价 格是唯一产
3、生收 入的因素，其他 因素表现为成本 价格是营销组合 中最灵活的因素 ，可迅速调整 企业不能随心所 欲的定价,受多种 因素的制约Evaluation only.Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0.Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.Copyright 2004-2011 Aspose Pty Ltd.二.影响价格
4、决策的因素定价决策内部因素市场营销目的 市场营销组合 成本 组织考虑外部因素市场和需求的 性质竞争其他环境因素Evaluation only.Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0.Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.Copyright 2004-2011 Aspose Pty Ltd.定价时主要考虑因素生产成本消费
5、者对价 值的感知竞争对手的价格 以及其他内部和 外部因素定价下限定价上限Evaluation only.Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0.Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.Copyright 2004-2011 Aspose Pty Ltd.顾客价值感知 基于价值的定价法（Vale-based pricing
6、）评价顾客 需求和价值确定目 标成本设定与顾客 感知价值匹配的价格确定产品 成本设计产品 传递价值说服购买者 相信产品 的价值设计优秀 产品确定产品 价格基于成本的定价 Evaluation only.Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0.Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.Copyright 2004-2011
7、Aspose Pty Ltd.高价值定价(good-value pricing)（以适 合的价格提供优质产品良好服务）（零 售业高价值定价的主要形式是天天低价 ，EDLP） 价值增值定价（value-added pricing）( 增加价值的属性和服务，使其产品或服 务差异化)Evaluation only.Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0.Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. C
8、opyright 2004-2011 Aspose Pty Ltd.Copyright 2004-2011 Aspose Pty Ltd.公司和产品成本成本类型 （固定成本 变动成本 ） 不同产出水平下的成本 生产经验与成本函数（经验曲线，学习 曲线） 成本加成定价 盈亏平衡分析和目标利润定价Evaluation only.Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0.Created with Aspose.Slides for .NET 3.5 Client Profile 5.
9、2.0.0. Copyright 2004-2011 Aspose Pty Ltd.Copyright 2004-2011 Aspose Pty Ltd.影响价格决策的其它外部因素 整体市场营销战略、目标和营销组合 组织因素（谁来决定价格） 市场和需求 不同市场类型的定价（完全竞争市场、垄断竞争（产 品和服务有部分差异）、寡头竞争（少数卖者，钢铁 ，汽车，计算机）、完全垄断） 分析价格-需求关系（需求曲线） 需求的价格弹性（需求量变化的百分比/价格变化的百 分比） 竞争者的战略和价格 其它外部因素（经济、中间商、社会舆论等）Evaluation only.Evaluation only. Cr
10、eated with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0.Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.Copyright 2004-2011 Aspose Pty Ltd.Evaluation only.Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0.Created w
11、ith Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.Copyright 2004-2011 Aspose Pty Ltd.1、市场营销目标 市场营销目标 维持企业的生存 争取当期利润最大化 提高市场占有率 产品质量领先 Evaluation only.Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0.Created with Aspose.Slides for
12、 .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.Copyright 2004-2011 Aspose Pty Ltd.2、成本 产品价格的下限 固定成本：不随产量和销 量的变动而变动的成本 变动成本：随产量和销量 的变动而变动的成本 单位成本=单位固定成本+ 单位变动成本 总成本=总固定成本+总变 动成本 Evaluation only.Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0.Creat
13、ed with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.Copyright 2004-2011 Aspose Pty Ltd.不同生产水平 下的成本 生产经验下的 成本函数Evaluation only.Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0.Created with Aspose.Slides for .NET 3.5 Client Profi
14、le 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.Copyright 2004-2011 Aspose Pty Ltd.1000日产量 A 固定规模的生产成本单位成本短期平均成本Evaluation only.Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0.Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pt
15、y Ltd.Copyright 2004-2011 Aspose Pty Ltd.0 1000 2000 3000 4000单位成本日产量 B 不同规模的生产成本Evaluation only.Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0.Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.Copyright 2004-2011 Aspo
16、se Pty Ltd.100000 200000 400000 800000108642单位成本 (美元)Evaluation only.Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0.Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.Copyright 2004-2011 Aspose Pty Ltd.3、需求的价格弹性产品价格变动对市场需求的影响需求变动的百分比 价格变动的百分比(Q2-Q1)/Q1 (P2-P1)/P1E=需求的价格弹性=Evaluation only.Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.
