第八章国际市场定价策略

供给 Supply
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需求曲线 The Demand Curve
2.50 价格 Price 2.00 1.50 1.00 .50 0 20 40 60 80 100 120 D D
2
需求量 Quantity demanded
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销售导向定价目标
Sales-Oriented Pricing Objectives
SalesSales-Oriented Pricing Objectives
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市场份额
Market Share
销售额最大化
Sales Maximization
方便管理层、股东、公众 等进行公司业绩评价
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投资收益率
Return on Investment, ROI
税后净利润除以总资产 Net profit after taxes divided by total assets
1
ROI =
Net Profit after taxes Total assets
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市场份额 Marke 售额(量)的百分比 A company’s product sales as a percentage of total sales for that industry
1
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定价目标 Pricing Objectives
ProfitProfit-Oriented Pricing Objectives SalesSales-Oriented Pricing Objectives Status Quo Pricing Objectives Prestige Pricing Objectives
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内容提要
定价目标 定价方法 定价策略 出口产品定价 倾销与反倾销
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Learning Objective
定价目标 List and explain a variety of pricing objectives
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需求弹性 Elasticity of Demand
富有弹性
Elastic Demand Curve
2
缺乏弹性
Inelastic Demand Curve
D D 价格 Price 价格 Price
D
D 数量 Quantity
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数量 Quantity
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缺乏弹性
Inelastic Demand
单位弹性
Unitary Elasticity
需求弹性 Elasticity of Demand
价格 Price Goes...
下降
Down
2
收入 Revenue Goes...
上升
Up
需求 Demand is...
需求变动的百分比除以价格 变动的百分比
2
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需求弹性 Elasticity of Demand
富有弹性
Elastic Demand
2
Consumers buy more or less of a product when the price changes An increase or decrease in price will not significantly affect demand An increase in sales exactly offsets a decrease in prices, and revenue is unchanged
短缺
Shortage
2
S
D
过剩
Surplus
价格均衡
Price Equilibrium
D 100 120
80
需求量 Quantity demanded
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需求弹性 Elasticity of Demand
消费者(购买量)对价格变动 的反应或敏感性 Consumers’ responsiveness or sensitivity to changesin price
第八章 国际市场定 价策略
Chapter Eight Pricing Strategy
价格是营销组合中唯一产生收益的要 素，其他都是成本。因此，在制定营 销决策时，定价应该作为一种积极的 手段而被采用。
Michael Czinkota & Ilkka Ronkainen, International Marketing, 6th Ed., Thomson Learning, 2001
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影响弹性的因素
Factors that Affect Elasticity
替代品的可获得性
Availability of Substitutes
2
占消费预算的比例
Price relative to Purchasing Power
Factors That Affect Elasticity of Demand
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声望定价目标
Prestige Pricing Objective
高价以帮助建立产品的 优质形象
1
Charging a high price to help promote a high-quality image.
只买贵的，不选对的？
Status Quo Pricing Objectives
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维持既定价格
Maintain existing prices
应对竞争价格
Meet competitor’s prices
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现状定价目标
Status Quo Pricing Objectives
供给曲线 The Supply Curve
2.50 价格 Price 2.00 1.50 1.00 .50 0 S 20 40 60 80 100 120
2
S
供给量 Quantity supplied
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价格均衡 Price Equilibrium
富有弹性
Elastic
下降
Down
下降
Down
缺乏弹性
Inelastic
上升
Up
上升
Up
缺乏弹性
Inelastic
上升
Up
下降
Down
富有弹性
Elastic
升或降
Up or Down
不变
Stays the Same
单位弹性
Unitary Elasticity
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Customary Pricing
适用于现状定价目标、声望定价目标
2
不以价格为主要营销手段，而是依靠非 价格竞争 完全竞争市场、垄断竞争市场、寡头垄 断市场中的企业采用
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供求分析定价 Demand and Supply
需求 Demand
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利润导向定价目标
Profit-Oriented Pricing Objectives
ProfitProfit-Oriented Pricing Objectives
1
利润最大化
Profit Maximization
满意利润
Satisfactory Profits
2
The quantity of a product that will be sold in the market at various prices for a specified period. The quantity of a product that will be offered to the market by a supplier at various prices for a specific period.
目标投资收益
Target Return on Investment
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利润最大化 Profit Maximization
1
制定价格使得总收入尽可能多的 超过相应的总成本 Setting prices so that total revenue is as large as possible relative to total costs.
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惯例定价
Customary Pricing
2
按照传统、或根据顾客预 期，随行就市定价
不以价格为主要营销手 段，而是依靠非价格竞 争——适于现状、声望 定价目标
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惯例定价
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质量指示器 Indicators of Quality
Retailer Reputation Appearance
1
零售商 信誉 外观
Price Brand Name
Chapter Eight Pricing Strategy
价格
品牌
competition, and the marketing environment
可用以处理过剩存货 May be used to sell off excess inventory
– 如换季产品
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现状定价目标
Status Quo Pricing Objectives
供求均等时的价格
2
The price at which demand and supply are equal.
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均衡价格 Equilibrium Price
2.50 价格 Price 2.00 1.50 1.00 .50 0 S 20 40 60
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Learning Objective
定价方法 Explained How Prices Are Determined
2
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定价方法 Pricing Methods
Customary Pricing Supply & Demand
2
Cost-Plus Pricing Pricing Methods Break-Even Analysis
古典经济理论-边际分析-实现困难
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满意利润与目标投资收益
Satisfactory Profits & Target Return on Investment
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制定价格使得短期或长期的 目标利润达到销售额或投资 额的某一百分比(通常为公认 的“fair” profits)
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也叫“Market pricing，市场（竞争）定价”，在所有 定价目标中看似最为被动——无须计划，随行就市， 避免价格战，但又直面价格战，可能发生在 – 完全竞争市场：都是价格接受者 – 垄断竞争市场：价格战两败俱伤，竞争在价格之外 – 寡头垄断市场：存在价格领袖(price leader) Value Pricing 同价异质
必需品或奢侈品 Necessity or luxury
时间 Time
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供求分析定价法评价
适用于利润最大化和销售最大化目标
2
决策可能受竞争对手影响，导出需求曲线困难， 除非完全垄断
市场份额与ROI通常表现 出较强的正相关关系
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销售额最大化
Sales Maximization
1
利用价-量关系达到短期收入 (现金流)最大化 Shortterm objective to maximize sales
忽略利润、竞争和I营销环境 Ignores profits,