如何有效定价

1.战略价格目标
什么是定价策略
有效定价的因素

2.市场分析
需求分析
客户背景
对客户需求的影响
选择标准——购买者影响

竞争对象分析
市场信息
竞争对手优势

3.影响定价要素
成本结构
短期固定成本与长期变化成本
战术定价的灵活度的需要
价格与数量之间的权衡 （供需关系和价格弹性）

策略选择
市场细分
价格最大化
短期定价与长期定价
新的与已有的客户定价
不同的产品周期的定价
品牌对定价的影响

4.定价的基本方法和价格调整策略
成本加成法
盈亏平衡定价法
边际定价法
价格调整的计划和执行

5. 企业价格管理体系
建立价格结构控制体系
分销渠道和终端的价格管理
建立赢利文化


1. Strategic objectives of pricing
What is the pricing strategy
Critical factors to pricing

2. Market analysis
Demand analysis
Customer’s background
Effective factors
Buying decision

Competitor analysis
Market information
Competitors’ advantages

3. Key factors of pricing
Cost structure
Short term fix cost and long term flexible cost
The flexibility of tactical pricing
Balancing between price and quantity options (demand and supply, price elasticity)

Choices
Market segment
Maximizing price
Short term and long term pricing
Pricing for your new and old customers
Product life cycle
Branding

4. Pricing methods and price adjustment
Markup pricing
Breakeven pricing
Marginal cost based pricing
Pricing increase or drop planning and execution

5. Corporate pricing management system
Establishing corporate pricing management system
Managing distributor and retailer pricing
Cultivating the culture of profit to win