定價策略研究

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Choosing the appropriate price to sell a product or service is more than a challenge for every business. Getting it right is crucial to its eventual survival.

 

定價策略考慮因素

定價涉及許多因素，其中大部分都可以研究並指導以有利於您的公司。

所有市場都不相同。在某些地區，可能會有差異

• 由於房地產或勞動力價格而產生的生產成本
• 潛在客戶數量
• 運送貨物的成本

這些已知因素通常可以預先決定和控制。

銷售目標如何指導定價策略？

Below are several common goals, which often change over time depending on their success rate and reactions from customers and competitors.

• 引發審判
• 吸引回頭客
• 開拓新市場
• 拓展現有市場
• 擴大產品線－以不同的價位提供不同的型號或功能，以擴大對客戶的整體吸引力
• 交叉銷售多種產品（人壽、汽車和家庭保險；航空、酒店和汽車）
• 增加市場佔有率
• Defend against competition; create a barrier to entry
• Seek a specific profit margin over the cost of production, promotion and distribution

Market research and testing can guide one to identify optimal price points for each situation.  Here are a few examples:

• 什麼價格可以最大化試用？
  • How low should initial price be?  A survey can ask questions about different prices, or a market test can compare the percent who take the offer.
  • 試用後是否需要額外的折扣或優惠，或者可以在不失去客戶的情況下提高價格嗎？
• Will package or bundle pricing effectively sell more than one item or service?
  • 可以測試多種優惠，例如“BOGO”或“twofers”，第二個主菜的 50%；裝有一組新球桿的高爾夫球包；免費檢查經紀服務。
• Can enough commodity products or supplies for the home or office be sold at a low price and still make a profit?
  • Research can help analyze a market, its customers, and its competition regarding current pricing and purchase activity.
  • Should you set a price to match your competition to remove that differentiator?
  • In some cases, products such as batteries, printer paper, or cleaning supplies may be sold as “loss leaders” (even below actual cost) to generate sales of more and higher-margin items.
• 足夠的市場會支付溢價嗎？
  • Is there support for high-priced, exclusive, or luxury items? (e.g. Tiffany, Prada, Mercedes, Apple)
  • Are there other customer tiers which can later be sold less expensive models at lower prices?  Or can you customize a product or service and charge an even higher price for an exclusive version to satisfy specific customer needs?

您需要定價策略方面的協助嗎？

You do not need to gamble and hope. Rather, you can calculate all the costs involved in producing, promoting/selling, and distributing a product and then set a price that covers expenses while providing some level of profit.

However, to approach an optimum price point, it may be useful to observe and/or survey your customers. Even better, get a sense of what your competition is or might be doing regarding pricing.

Asking customers what they would pay for a product or service is tricky. Getting insights into your competitors’ strategies is a bigger challenge.

顧客 可能透過調查（線上或電話）或親自接觸該產品。 

• Here, a set of variables, including price, might be presented to a subject. A statistical technique called conjoint analysis may be applied to determine the optimal tradeoffs of features and prices.
• You can assess price elasticity and experiment within such a range.
• 此外，您可以識別匹配的潛在或當前客戶群，透過線上、優惠券、廣告等為每個客戶提供不同的價格，然後衡量以每個價格購買的百分比。
• （筆記：  在某些情況下，您可能想在開始生產之前了解客戶會根據概念或原型支付多少費用，以確保有利潤空間！ ）

競技活動 can be monitored by following their channels of distribution (e.g. site visits to stores, following online and offline ads), attending trade shows, and perhaps speaking with your customers. 

• 但要了解他們的未來計劃，幾乎總是需要透過第三方進行採訪，以揭示此類資訊。

Unfortunately, there is more to the equation!  Your company is not operating in a vacuum.  As such, just like you, your competitors may alter pricing to achieve specific objectives.  因此，定價策略是一個持續的過程，需要不斷的關注和調整。

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