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在两年前的清科三亚电商年会上,今日资本合伙人徐新提到:成功的定价策略,就是尽力将价格定在目标消费者可接受价格带的上缘。我们日常购买的大多数商品是非标准化商品。消费者在购买非标准化商品的时候,大多数时候并不会追求最低价格,而是在一个自己能够接受的价格范围内,寻找自己最满意的那件商品。比方说一个妹子逛街挑裙子,大体会有一个“自认为合理”的价格范围,比方800以下她都会觉得合理。如果一件裙子她非常钟意,850也会咬牙买;如果不是那么确定,300块也未必肯掏腰包。而300块和800块的裙子,成本可能只相差几十块,毛利却大不一样。所以,做产品和营销的人,一方
At Qing dynasties Sanya electricity supplier annual meeting two years ago, Xu Xin, capital partner today, mentioned: A successful pricing strategy is to try its best to set the price on the upper edge of the acceptable price band of the target consumer. Most of the products we buy everyday are non-standard products. Consumers buying non-standardized goods most of the time, not the pursuit of the lowest price, but in an acceptable range of prices, to find their most satisfied with the goods. For example, a sister shopping skirts, in general, there will be a “self-considered reasonable” price range, for example, the following 800 she would find it reasonable. If a skirt she is very curious, 850 will bite to buy; if not so sure, 300 may not be willing to pockets. The 300 and 800 skirts, the cost may differ only a few dozen, Maori is quite different. So, people who do product and marketing, one side