洛桑酒店管理学院课程Pricing Tactics Lausanne

Sales R Marketing Tools for F R B Operators
餐饮经营者的市场营销策略
PRICING TACTICS定价策略
There are a number of pricing tactics—each with the potential of producing a profit and most are tied to the critical relationship of price-to-sales volume and stock turnover.
定价策略很多，每一种都有创造利润的潜力，并且大部分与价格-销售平衡及库存周转有密切关系。

Most of these tactics are frequently—and highly successfully—employed by retailers, especially supermarkets, but there is no reason why F R B operators cannot adapt them to menu items in a restaurant.
定价策略大部分被频繁地，并且非常成功地被零售商（尤其是超市）使用，但是餐饮经营者没有理由不根据餐饮菜单来定价。

1. Price Skimming撇脂定价法
•Charge a high price 索取高价
°To maximize profit in the short-run实现短期内利润最大化
•Works best when以下情况最有效
°Product is unique产品是独特唯一的
°People willing to pay extra just to have it人们为了拥有它，愿意付高价
−There are trendsetters in society who are always looking for something new and are willing to pay the price总有一些创新风的人在不断寻找新产品并
愿意购买
− A larger number are followers and they will buy your product if it is accepted by the leader consumers大部分顾客是追随者，如果产品为被他
们的领导者接受，他们会购买
−The followers, however, will not pay the high price first当然，追随者不可能先付高价
°Cost of development is high 后续发展的成本太高
−And there is a chance of early obsolescence or imitation by competitors产品退化或被竞争者模仿的可能性较大
°You have a strong patent position or your product is difficult to copy你有较强的垄断地位或你的产品难以模仿
•Disadvantages劣势
°Attracts competition吸引竞争者
−Competition will soon figure out what you are up to市场竞争很快会发现你的专长
∼And the high profit potential will encourage them to copy you高利润会吸引竞争者模仿你
−They may produce cheaper versions of your product or style可能会产生比你的产品或类型更便宜的种类
∼Referred to as knockoffs in the market也即市场上的仿制品°Once you have meaningful competition on price, your skimming days are over一旦你在价格上出现了竞争，撇脂定价法即宣告结束
−You run the risk of ending up with a warehouse full of products that cannot be sold at any price你可能会有生产出一大批市场不需要的高价产品而使库
房积压的风险
2. Penetration Pricing渗透定价法
•Opposite of skimming与撇脂定价法完全相反
°Introduce your product at such a low price that you will quickly gain a large market share通过给产品一个低价导入市场，你可以快速占领大部分市场•Purpose目的
°Discourage competition减少竞争
•However, eventually you will have to raise your prices to start making some profit但是，最后你还是要提高价格以盈利
°And, when you do, you will learn much about customer loyalty如果你提价，你就会认识到顾客在多大程度上忠诚
3. Buying A Market Position购买市场地位
•Variation of penetration pricing渗透定价法的变种
°Buy your way into the market with free samples or heavy coupons通过免费试用或丰厚的优惠券打入市场
− e.g. 50 cents off on a 69-cent purchase例如打五折或六九折•Usually used by big companies because经常被大公司采用因为它
°Requires considerable financial backing需要有强大的资金支持
°May be six months or more before any pay-offs在得到回馈之前可能要6个月或以上的时间
•Small marketers can use it to some degree if they know what they are doing and can control the process小型超市经营者也可偶尔为之，前提是他们知道自己在做什么，并且能够控制整个过程
•Frequent follow-up is important to ensure samples are not going to professional collectors but are reaching potentially strong customers持续追踪十分重要，以确保试用品到达潜在顾客而不是专业收集者手上
4. Loss Leader为招揽顾客而削本出售
•Promote a few items at a sizable reduction to attract customers in通过降低部分项目的价格来吸引顾客
°Increased traffic will result in greater sales of your regular-priced merchandise不断增加的交易将引发正常价格产品的交易量上升
•Important要点
° Reductions have to be on recognized brands and frequently-purchased
items so that customers know the prices and can recognize the savings 价格减少必须在易识别的品牌上和能被重复购买的项目上，这样顾客就可以确切知道这个价格以及得到的实惠
° Keep switching leader items 不断转换领导项目
− People are not going to buy ketchup for weeks in a row regardless of its price
人们不会每周都去买一堆番茄酱即使它的价格很低
•
Danger 危险性
° Cherry pickers who breeze in, scoop up the specials and buy nothing else! 动臂
装卸机漫不经心地步入，铲起一堆优惠产品，而不购买其他产品
5. Multiple-Unit Pricing 多重定价法
• Meaningful discount for bulk purchases • 给批量购买于合理的折扣
° This will increase sales from individuals
− e.g. Liquor store offers a discount or
throws in a free bottle of wine when you buy a case 这可以增加以下人群的消费：
顾客如果买一箱，酒库将免费提供一瓶酒
• Advantage 优势
° Builds customer goodwill 建立良好的顾客声誉 • Disadvantage 劣势
° Will not see the customers often 不能经常看到顾客 • Trade-off 权衡
° Saves time and money on containers and packaging 节省了装箱与包装的时间与
金钱
° Saves time by writing up fewer sales 节省了全部写出少量销售记录的时间
° Bulk purchase makes delivery service more efficient 批量销售是产品配送效率更
高
• Other variations 其他变化
° Two-for’s, six-packs, cheaper-by-the-carton and bulk price 两个捆绑、可装六个
并可手提的厚纸板箱、纸板箱购买更便宜、批量价
6. Suggested Retail Pricing 建议零售价
• Sell at prices set by suppliers 以供应商价格售出
•
Advantage 优势
° Convenient as many products are available pre-packaged and pre-priced 当一些
商品预先包装或预先定价可能实现时，这比较方便 •
Disadvantage 劣势
° No price flexibility 无价格弹性
° Must live with a set percentage mark-up 必须适应一系列标记 •
To counter these disadvantages 为克服这些劣势
° Some suppliers offer “two-for-three” options using the retail price 一些供应商提
供两到三个零售价格选择建议 − Note: in some countries, suggested-retail or retail-price-maintenance plans are
illegal − 注：在一些国家，建议零售价或零售价保持计划是违法的 ° Another slightly different tactic 另一种稍有差异的策略
− Panasonic published a “minimum retail” price list showing a higher “average
retail” 日本松下公司公布“最低零售价”列表，暗示还有“平均零售价” − Some stores use such gimmicks as “compare at” or “nationally advertised at”
to imply that the “official” price is at a certain amount 一些商店使用这样的花招来暗示“官方”价格只是一定程度上的，如“比照价格”、“全国广告价”
7. Discount-Store Pricing 折扣店定价
• Lower prices as a trade-off or spartan interiors , lack of sales
help and the efficiency of central checkouts
对于交换物品、内部简陋的产品、缺乏销售指导或没有高效的集中检验手段的产品，给予低价
• Such stores typically work on a 35 to 38% mark-up compared
to 42.5 to 45% for a department store
相比于百货公司的42.5到45%，这些商店只在35 到 38%
的物品上标记
• Since discount stores depend on the efficiency of greater
volume to cover operating costs, they must promote and maintain good prices
由于折扣店需要依靠更大量销售的效率来弥补其运营成本，他们必须保持好的价格
8. Full-Cost Pricing 完全成本定价
• Selling price = Cost of the product/service + Flat fee or % profit margin 销售价格=产品或服务的成本+固定收费率或利润率 • Disadvantage 劣势
° During inflation, you must keep track of your costs to make sure that you are
charging enough 通货膨胀期间，你必须留心你的成本以保证你索价足够 − e.g. When stocks are placed, the wholesale price may have risen above their
retail price 当物品经过储存时，其批发价可能超过其零售价
9. Keystone Pricing楔石定价法
• A 100% mark-up, i.e. selling price = 2 x cost price
提高100%，也就是说零售价=成本*2
•Most common in最常用于
°Jewellery items珠宝店
°Specialty shops特殊用品商店
°Fashion shops时装店
°Department stores百货公司
•Typically, the merchandise is subject to drastic clearance mark-downs on items that are slow sellers or held past the season
典型地，商品成为滞销货或已过季时，需要进行降价处理
10. Price Lining底价策略
•Used by retail stores when stocking merchandise in several different price ranges ° e.g. A hardware store carries hammers in a good, better and best categories at $3.49, $6.49 and $9.98, respectively and a professional model at $17.95 适用于当储存物品在不同的价格幅度内时，销售商店使用
•Rationale理性
°People buy products with different uses in mind and with different expectations for quality and length of useful life人们在购买产品时，对产品会有不同的看法，
有不同的期望，以及产品使用寿命
°If you do not carry a range of prices, you may lose the customers who cannot find the product at the right price
如果你不安排一定幅度的定价，你会丧失很多不知道如何在正确位置找到它的顾客。

•Advantage优势
°Simplifies buying and inventory as you buy only for the price levels that you know your customers will accept and eliminate those goods that fall outside the levels
you want to carry
简化了你的购买与存货，因为你只购买你认为你的顾客可以接受的价格水平的产品，而对那些在价格范围在外的产品，你不予考虑
•Disadvantage劣势
°Inventory volume and diversity存货空间与运送
11. Competitive Advantage相对竞争优势
•Be guided by prices set by competition以顾客的定价为指导
°Based on your service image, you can set your prices equal to, above or below those of the competition根据你的服务形象，你可以将价格定位于等同、高于
或低于竞争者之处
•Disadvantage劣势
°Constant vigilance by reading ads and shopping the competition通过阅读广告和在竞争者处消费，时刻警惕
° A reactive technique一种反应技巧
−Chances are the more aggressive competitors can make better purchases than you一些更具雄心的竞争对手可能比你更加善于促销
•Variation变化
°We-won’t-be-undersold tactic“我们不会低价出售“策略
−Offer to meet or beat the prices of all competitors用于满足或打败竞争者的价格策略
12. Pre-Season Pricing
•Early-bird discount, i.e. discount if you purchase by a certain date
早到者折扣，也就是你在特定的时间购买折扣
•Advantage优势
°Production planning产品计划
°Lead time for ordering 预订时间
°Cash flow during low-season periods在淡季有现金流
°Better customer service during low-season periods在淡季可供更好的顾客服务•Disadvantage劣势
°Borrowing from later full-price sales从后来的全价销售中“借入”
13. Price Is No Object价格无限制
•When the quality of the product/service is
far more important than the price当产品/服
务的质量远比价格只要
•Examples例如
°For a kidney transplant, you are not going
to sop around and haggle over price
对于肾脏移植，你不能依据标准操作程
序，进行讨价还价
°Fashion时尚
°Concert tickets音乐会门票
°Almost all luxury items几乎所有的奢
侈品
Pricing Tactic?
•Rationale逻辑
°For such items, if you have to even
consider price, you probably cannot
afford it anyway
对这些项目，如果你还要考虑价格，那你
很可能无法支付
Source: adapted from /sbainfo/market-a-business/market.txt, accessed 8 July 2003
资料来源：引自/sbainfo/market-a-business/market.txt, 2003年6月8日
W W W W W
Louis Lim, July 2009。