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价格是营销要素中最为敏感的因素。由于在4P中,只有价格是收入的要素,因此我们常常说:“价格是企业利益的标签!”从经济学的观点看,价格是商品价值的货币表现,不能随意改动。然而从市场营销的角度看,价格只有对市场变化作出灵活的反应,才能适应市场经济的发展。在我们接触的企业中,许多企业对价格的认识仍很初级,甚至在定价时以“成本+税收+企业期望利润”的方式制定,完全不顾消费者所能承受的心理价位,也没有考虑价格对中间商、合作者的影响,更不用说考察竞争者的状况。事实上,价格并不表现在零售价、出厂价(即供货价)等数字上,而是一个完整的体系。一个合理的定价策略不仅要有利于促进销售、获取利润、补偿成本,也要考虑消费者、中间商、零售商的接受程度。在生活中,就有许多企业因为定价的错误导致整体营销失败。
Price is the most sensitive element of marketing. Because in 4P, only price is the element of income, we often say: “Price is the label of the enterprise’s interest!” From an economic point of view, the price is the currency performance of the commodity value and can not be arbitrarily changed. However, from a marketing point of view, the price can only adapt to the development of market economy if it only responds flexibly to market changes. Many of the companies we come into contact with are still very elementary about price awareness, even when pricing is based on the principle of “cost + tax + profit expectation”, completely ignoring the psychological price that consumers can afford, and not considering the price The impact on middlemen and collaborators, not to mention the status of competitors. In fact, the price is not reflected in the retail price, ex-factory price (supply price) and other figures, but a complete system. A reasonable pricing strategy not only helps to promote sales, profit, compensation costs, but also consider the acceptance of consumers, brokers, retailers. In life, there are many companies because of pricing errors lead to overall marketing failure.