講義二定價(jià)的策略與戰(zhàn)術(shù)(長(zhǎng)江商學(xué)院陶志剛)

TheStrategyandTacticsofPricing

定價(jià)的策略和戰(zhàn)術(shù)1TheCost-PlusDelusion

加成定價(jià)法的謬誤Financialprudence 謹(jǐn)慎財(cái)務(wù)Howtodeterminemark-up?如何決定加成比例?2Value-Based

Pricing

根據(jù)消費(fèi)者購(gòu)買意愿定價(jià)In1964,FordintroducedMustang,atabasepriceof$2,368,andmadeanetprofitof$1.1billioninjustthefirsttwoyears1964年福特推出定價(jià)為2368美元的Mustang車來(lái)滿足消費(fèi)者的需求,在最初的兩年間凈利達(dá)11億美元倫敦“瘋?cè)恕憋埖昕煽诳蓸?lè)的新型販賣機(jī)Coca-Cola’sNewVendingMachine3KeyFactorsForanEffectivePricingStrategy

有效訂價(jià)策略的決定因素customers’willingnesstopayforthegoodorservice

消費(fèi)者的購(gòu)買意愿costofprovidingthegoodorservice

生產(chǎn)成本degreeofcompetition 競(jìng)爭(zhēng)程度4GenericPricingStrategies

普遍適用的定價(jià)策略Skimming:settingpricehighrelativetotheeconomicvalueofmostpotentialcustomers撇脂策略:設(shè)定高價(jià)格，為少數(shù)優(yōu)質(zhì)客戶服務(wù)Penetration:settingpricelowrelativetotheeconomicvalueinordertogainfromhighmarketshareorvolume 簿利多銷策略:以低廉的價(jià)格來(lái)獲取龐大的市場(chǎng)份額或銷量5DeterminantsofDemand

什么因素決定消費(fèi)者購(gòu)買意愿Preference消費(fèi)者偏好--themorethebetter,butthemorethelessdesirable越多越好,但越多越不熱切Income收入Pricesofothergoods相關(guān)產(chǎn)品(替代品,互補(bǔ)品)的價(jià)格Advertising廣告

6FoeorFriend

是互替還是互補(bǔ)TraditionalBookstoresV.OnlineBookstores

傳統(tǒng)書店對(duì)網(wǎng)上書店TraditionalcameraV.DigitalCamera

傳統(tǒng)相機(jī)對(duì)數(shù)碼相機(jī)TraditionalnewspapersV.“Newer”Newspapers

傳統(tǒng)媒體對(duì)新媒體7Howtosecurecomplements?

怎樣才能得到互補(bǔ)品的支持?Agreementswithfirmsproducingcomplementarygoods激勵(lì)其他公司提供互補(bǔ)品Selfprovisionthroughacquisitionoffirmsproducingcomplementarygoods通過(guò)收購(gòu)相關(guān)公司,自己提供互補(bǔ)品Governmentprovision尋求政府幫助8SpecialDeterminantsForDemandOfDurableGoods

耐用品需求的特定因素Expectationaboutfuturepricesandincome對(duì)未來(lái)價(jià)格和收入的期望Financingcosts融資成本9Factorsinfluencingmarketdemand:影響市場(chǎng)需求的因素Incomelevelanddistribution收入高低和分布Populationanddemographics人口多少及構(gòu)成Marketsaturation市場(chǎng)滲透率Networkexternality外部效用10PriceElasticityofDemand

需求價(jià)格彈性

?定義:1%的價(jià)格增長(zhǎng)所引起的需求的變化量需求價(jià)格彈性=

％需求量的變化

％價(jià)格的變化?Demandelasticitycapturesbothcustomers’willingnesstopayandalsothedegreeofcompetition消費(fèi)者購(gòu)買意愿及市場(chǎng)競(jìng)爭(zhēng)程度都反映在需求彈性上11PriceElasticity:Determinants

價(jià)格彈性:決定因素availabilityofdirectorindirectsubstitutes直接或間接替代品的多少Difficultcomparisoneffect

不可比較效應(yīng)Perceivedsubstituteseffect被認(rèn)為的替代效應(yīng)Price-qualityeffect

價(jià)格—質(zhì)量效應(yīng)Inventoryeffect

庫(kù)存效應(yīng)12MoreonDeterminantsofPriceElasticity再談價(jià)格彈性的決定因素cost/benefitofeconomizing尋找替代品的成本及收益Engineoil

引擎油MichelinType米其林輪胎buyer’spriorcommitments

買方是否有事前的投入separationofbuyerandpayee

購(gòu)買者和付款者的分離13OptimalPricing:DemandElasticity

最優(yōu)定價(jià)要素之一:需求彈性Demandelasticitycapturesbothcustomers’willingnesstopayandalsothedegreeofcompetition消費(fèi)者購(gòu)買意愿及市場(chǎng)競(jìng)爭(zhēng)程度都反映在需求彈性上Alwayssetpricesothatdemandiselastic總是設(shè)立價(jià)格,使需求具有彈性Ifdemandmoreelastic,thenlowerincrementalmarginpercentageandlowerthepricerelativetomarginalcost如果需求彈性較大,邊際毛利率就低,價(jià)格相對(duì)于邊際成本就低14OptimalPricing:MarginalCosts

最優(yōu)定價(jià)要素之二:邊際成本FixedcostsV.Marginalcosts固定成本對(duì)邊際成本W(wǎng)hyonlymarginalcostsmatter?為什么邊際成本(運(yùn)營(yíng)成本)那么重要?-Telecoms

電訊行業(yè)-Airtravel航空運(yùn)輸業(yè)15RelevantMarginalCosts

相關(guān)的邊際成本relevantcostsmaybehidden相關(guān)成本往往被傳統(tǒng)損益表忽略irrelevantcostsmaybeshowninaccounts

不相關(guān)成本則可能出現(xiàn)在傳統(tǒng)損益表16WingOnGroup,1993

永安集團(tuán),1993Revenue收入HK$2,236millionExpenses成本HK$2,210millionProfit利潤(rùn)HK$26millionOpportunitycost機(jī)會(huì)成本HK$53million17ShanghaiPetrochemical,1994

上海石化，1994Profit:1.78billionyuan

利潤(rùn):17.8億人民幣Thecompanyreceived4.5millionmetrictonsofcrudeatagovernment-controlledpriceof689yuan(ascomparedtofree-marketpriceof1100yuan),theopportunitycostofwhichis1.85billionyuan.

公司獲得450萬(wàn)噸政府補(bǔ)貼的原油,機(jī)會(huì)成本為18.5億人民幣。18OpportunityCost機(jī)會(huì)成本definition--netrevenuefrombestalternativecourseofaction 定義：所有被放棄的可能方案中能帶來(lái)的最大凈收益。 19DebttoEquity債轉(zhuǎn)股InvestmentbytheSingaporeangovernmentinapetrochemicalplantinthe1980s

80年代新加坡政府對(duì)石化企業(yè)的貸款Stated-ownedenterprisesinChina

中國(guó)國(guó)有企業(yè)20EconomicValueAdded

經(jīng)濟(jì)附加價(jià)值任何融資都有成本：借貸要付息,股權(quán)要回報(bào)EVA=revenue-allcosts(includingcostofequitycapital)

經(jīng)濟(jì)附加價(jià)值=收入-所有成本(包括資本金的成本)21AppleComputer

蘋果計(jì)算機(jī)1988年夏:蘋果用每芯片38美元共計(jì)幾億美元的代價(jià)購(gòu)買1Megabit的DRAM晶片1989年元月:市場(chǎng)價(jià)格跌到23美元;為給Machitosh定價(jià),1Megabit的DRAM庫(kù)存該是多少成本呢?22SunkCost

沉沒(méi)成本定義：已經(jīng)或承諾支出、無(wú)法挽回的成本23ACommonExcuse

不敵外來(lái)競(jìng)爭(zhēng)的共同借口：需承擔(dān)大批退休員工的福利Japanesecarmanufacturersvis-à-vistheU.S.automakers

美日汽車公司之間的競(jìng)爭(zhēng)Stated-ownedenterprisesversusforeign-investedcompaniesinChina

中國(guó)國(guó)企與外資企業(yè)之間的競(jìng)爭(zhēng)24UniformPricing:Shortcomings

單一訂價(jià)策略的缺點(diǎn)leavesbuyerswithalotofsurplus給購(gòu)買者留下很多剩余doesnotselltoeverypotentialbuyer并沒(méi)有出售給每個(gè)潛在的購(gòu)買者25CompletePriceDiscrimination

完全價(jià)格歧視priceeachunitatbuyer’sbenefitandsellquantitywhereMB=MC每單位的價(jià)格訂為購(gòu)買者的最高支付意愿；賣到價(jià)格等于邊際成本maximumprofit(利潤(rùn)最大化)implementation:mustknowentiremarginalbenefitcurves實(shí)施:必須知道每個(gè)消費(fèi)者的支付意愿情況26HysterectomyinHongKong

香港的子宮切除術(shù)pricerangingfromHK$20,000toHK$200,000evenforsameoperationandtreatment

同樣的手術(shù)，但價(jià)格卻從港幣2萬(wàn)元到20萬(wàn)元不等.chargingpatientsaccordingtotheirmeansasaHK“tradition”(Dr.LeongChe-hung,SCMP,April26,1999) 根據(jù)病人的支付能力收費(fèi),是香港的“傳統(tǒng)”27DirectSegmentDiscrimination

直接板塊歧視Differentincrementalmargin%toeachidentifiablesegment

對(duì)每個(gè)不同的顧客群,設(shè)定不同的價(jià)格Implementation:實(shí)施:Fixed,identifiablecharacteristic---basicforsegmentation

必須具有固定的,可識(shí)別的顧客特征Nore-sale防止顧客之間轉(zhuǎn)銷

28PreventingResale:“NotforRetailSale”

防止轉(zhuǎn)銷:“不得零售”

Heinzserves亨氏institutionalcustomers(foodservice,restaurants)directly直接把產(chǎn)品銷往機(jī)構(gòu)客戶retailcustomersindirectlythroughsupermarketsandgrocerystores 通過(guò)超市和雜貨店間接服務(wù)零售客戶29SingaporeTelecomService

新加坡電訊公司服務(wù)定價(jià)Fixed-linetelephoneservice固線服務(wù)

-Residential-SGD26.25/quarter

民用–每季度26.25新幣

-Business-SGD39.38/quarter

商用–每季度39.38新幣Whatmakesdifferentpricespossible?

如何實(shí)現(xiàn)價(jià)格歧視？Canmobiletelephoneprovidersfollow?

移動(dòng)電話公司能否仿效直接價(jià)格歧視策略？30AsianWallStreetJournal

亞洲華爾街日?qǐng)?bào)

年度訂閱的價(jià)格$59世界范圍$871Print:Tokyo東京$173Print:Singapore新加坡$294Print:HongKong香港31WhichCoca-Cola?

哪個(gè)可口可樂(lè)?TwokindsofCoca-colasoldinJapan.AmericanCoke:$5.50(wholesalepriceinAmerican),$11.50(wholesalepriceinJapan),and$18.30(retailpriceinJapan)MadeinJapan:$20.00(wholesalepriceinJapan),$27.40(retailpriceinJapan)LucrativeJapanesemarket:5%volume,butatleast20%profit在日本有兩種可口可樂(lè)美國(guó)可口可樂(lè):5.5美元(美國(guó)批發(fā)價(jià)格),11.5美元(日本的批發(fā)價(jià)格),18.3美元(日本的零售價(jià))日本制造:20美元(日本批發(fā)價(jià)),27.4美元(日本零售價(jià))可口可樂(lè)的日本市場(chǎng)占其總銷量5%,但利潤(rùn)貢獻(xiàn)卻超過(guò)20%32IndirectSegmentDiscrimination

間接板塊歧視structurechoicetoearndifferentincrementalmarginsfromeachsegment 通過(guò)為不同顧客群設(shè)計(jì)不同的產(chǎn)品來(lái)實(shí)現(xiàn)價(jià)格歧視，賺取利潤(rùn)

Implementation

實(shí)施sellercontrolssomevariabletowhichsegments

aredifferentiallysensitive

銷售商控制一些產(chǎn)品或服務(wù)性能,不同顧客群對(duì)其具有不同的敏感性33IndirectSegmentDiscriminationintheTravelIndustry

旅行業(yè)間接板塊歧視Pricingofairtickets飛機(jī)票定價(jià)Visafees簽證收費(fèi)Car-rentalplans租車計(jì)劃Pricingofhotelservice酒店服務(wù)定價(jià)34What’sthedifference?VWPassatAudiA-635Indirectsegmentdiscrimination:

Cannibalization

間接價(jià)格歧視的陷阱：自家產(chǎn)品相互競(jìng)爭(zhēng)Salesofoneproductreducethedemandforanotherwithahigherincrementalmargin.“低端”產(chǎn)品質(zhì)量過(guò)高會(huì)造成自家產(chǎn)品相互競(jìng)爭(zhēng)Possiblesolutions:degradelow-enditemupgradehigh-enditem解決方法：把高端產(chǎn)品做得更高而把低端產(chǎn)品做得更低36Singapore:Publichospitals

新加坡公立醫(yī)院Incomelevel(permonth)ClassAB1B2C

$4003%14%48%35%$11009%26%45%20%$390034%28%28%10%Somehigh-incomepeoplechoosesubsidizedwards.富人住三等病房，窮人住一等病房37PricingPolicies:Ranking

不同訂價(jià)策略的比較38Specificpricingpolicies

具體定價(jià)策略Packagedeal套餐Two-partpricing入場(chǎng)費(fèi)外加使用費(fèi)Bundling捆綁39PricingConcertSeries

系列音樂(lè)會(huì)訂價(jià)40DiplomacyofPriceCompetition

價(jià)格競(jìng)爭(zhēng)的外交術(shù)Notwinningpricingbattles,butpreventingthosethatarenotworthfighting

不是贏得價(jià)格戰(zhàn),而是避免不必要的價(jià)格戰(zhàn)evaluatingmanagersnotonlybytheirabilitytowinsalesandmarketsharebutalsobytheirabilitytoachieveprofitabilityoverthelonghaul評(píng)估經(jīng)理們,不要光看他們贏得銷售和市場(chǎng)份額的能力,更要看他們達(dá)到長(zhǎng)期贏利的能力41StoptheWarBeforeItStarts

讓價(jià)格戰(zhàn)胎死腹中Revealyourstrategicintentions

披露你的策略意圖price-matchingpolicies價(jià)格匹配政策Revealyourcostadvantage

披露你的成本優(yōu)勢(shì)StandardOil標(biāo)準(zhǔn)石油公司W(wǎng)almart沃爾瑪42RespondingwithNonpriceActions

非價(jià)格競(jìng)爭(zhēng)的回應(yīng)Focusonquality專注于質(zhì)量Alertcustomerstoriskofpoorquality提醒顧客劣質(zhì)的風(fēng)險(xiǎn)Seekhelp尋求援助fromgovernments,suppliers,customers來(lái)自政府,供應(yīng)商,顧客43UsingSelectivePricingActions

有選擇的價(jià)格競(jìng)爭(zhēng)Modifyonlycertainprices只調(diào)低某些價(jià)格FightBrands引進(jìn)戰(zhàn)斗性品牌44ConsistentDiscountPricing

與價(jià)格折扣相應(yīng)的措施Thecustomercommitstoacceptanegotiatedpriceifitisapprovedbythesalesperson’smanagement. 客戶承諾接受談判好的價(jià)格Discountbetiedtotheeliminationoftheserviceorfeaturethatthecustomerclaimsnottovalue. 取消客戶認(rèn)為沒(méi)有價(jià)值的服務(wù)和功能Thecustomercommitstoalong-termpurchaseagreementinreturnforgainingadiscount.客戶承諾長(zhǎng)期的購(gòu)買協(xié)議。45AggressivePricing

進(jìn)攻性訂價(jià)Enjoyasubstantialcostadvantage(Wal-Mart,StandardOil)享有巨大的成本優(yōu)勢(shì)Howtoattack?

如何進(jìn)行價(jià)格戰(zhàn)?46GenericPricingStrategies

普遍適用的定價(jià)策略Skimming:settingpricehighrelativetotheeconomicvalueofmostpotentialcustomers撇脂策略:設(shè)定高價(jià)格，為少數(shù)優(yōu)質(zhì)客戶服務(wù)Penetration:settingpricelowrelativetotheeconomicvalueinordertogainfromhighmarketshareorvolume 簿利多銷策略:以低廉的價(jià)格來(lái)獲取龐大的市場(chǎng)份額或銷量47Beauty-ProductsBusiness

美容產(chǎn)品L’Orealhasdominatedthe$90billionbeauty-productsindustrybywooingwomenwithParisianchic

歐萊雅依仗其“巴黎魅力”獲得眾多女性的青睞,在總產(chǎn)值九百億美元的美容產(chǎn)品行業(yè)中占領(lǐng)主導(dǎo)地位P&G,aleaderinsoapanddiaperbusiness,leapfroggedL’Orealleadingpositioninmass-marketbeautyproductsthroughthe$50billiontakeoverofClairolin2001

寶潔原來(lái)只是肥皂及尿布市場(chǎng)中的佼佼者,但是當(dāng)它于2001年以500億美元收購(gòu)依卡露公司之后,就超越了歐萊雅在大眾美容產(chǎn)品市場(chǎng)上的地位

48L’Orealv.P&G

歐萊雅與寶潔的較量P&G:thewomenwhospeakforitsbeautyproductsareunknowns/useno-nonsensecomparativeadvertisingincosmetics

寶潔:選用的廣告模特都是些不知名的人/認(rèn)為化妝品廣告應(yīng)實(shí)實(shí)在在,只需要讓顧客了解該公司產(chǎn)品與其他公司產(chǎn)品不同之處即可L’Oreal:employdozensofmodelsandactres