范韦斯滕多普市场研究公司

定价市场研究的重要性

It is common to face challenges if your product is too expensive or cheap. Products priced higher than expectations may not be consumed, while products priced lower than expectations will generate distrust about their quality. Therefore, correctly pricing is crucial for your brand. Pricing Market Research helps companies to become more profitable and efficient in satisfying their customers. Understanding how customers perceive value (benefits versus risk) is essential to business growth.

虽然一些企业家和企业经理倾向于通过反复试验和直觉来定价，但有一种更科学的方法可以帮助最大化利润和客户满意度。 Van Westendrop 市场研究是一种强大的方法，它可以通过统计精度帮助优化定价，并有助于提高利润。

Van Westendorp 市场研究是什么？

Van Westendrop 价格分析由四个问题组成：

1. 您认为什么价格的产品太贵，以致于您不考虑购买？；
2. 在什么价格下您会认为产品定价太低，并因此您会觉得产品或服务的质量差？;
3. 您认为产品在什么价格下会变得太贵——这并非不可能，但您必须考虑是否购买它？；
4. 您认为什么价格的产品才算划算——物有所值？

回答这些问题并不容易，可能需要进行定价市场研究——例如问卷调查、定量/定性分析等。如果正确完成，答案的结果将会形成一个图形，可以用来分析价格。

如何使用 Van Westendorp 市场研究

重要的是认识到许多因素都会影响定价问题：需求、短缺、价值、广告技巧等。关键定价问题包括以下内容：

1. 我的产品定价是否太高？
2. 我的产品定价是否太低了？
3. 我的产品价格是否足够高，足以让人们认为它是优质产品？
4. 我的产品价格是否足够低，让人们认为他们应该立即购买？

“太贵”与“刚好够贵”，或“太便宜”与“便宜货”之间的差异点，就是你想要的产品所处的位置。

创造价值

客户知道他们有多种机会购买所需的产品或服务。找到成本效益、原创性和价值的最佳平衡点，是“为什么人们会选择我的产品而不是其他数百万种产品”的答案；要做到这一点，就必须了解价值的概念。

Value can be defined as what the customer will get in exchange for their money (benefits minus risk). Value can also refer to what the company will get in exchange for its product.

Market Research dives even deeper to understand value — benefits minus risk — by understanding in-depth and measuring precisely how customers quantify the value of benefits. Examples of benefits include emotional connections and functional benefits (e.g., do the features work as intended). Pricing research and customer value analysis can help answer questions such as: Is the product desirable? Do I need it? How do consumers interact with that product? And many more questions. Pricing Market Research can help better understand Willingness to Pay, product volume and customer segmentation.

Other variables in pricing, such as seasonality, that Market Research can help address. For instance, if you are selling umbrellas, their value increases on a rainy day, and prices can be adjusted to boost profit. But by how much?

品牌

Pricing communicates value and is essential for branding, new product launches, profitability, marketing strategy, Return on Investment (ROI), operational efficiency, customer acquisition, customer retention and consistent revenue generation.

The relationship between pricing and product placement is also very important for your business. If your advertisements target a group of people with fine tastes, the pricing should be appropriate for those segments or personas.

Van Westendorp 市场研究示例

Let us say your company sells handmade organic fried potatoes, and you have identified your target segment and understand their needs. For example, your results may look like the following:

1. $12一包太贵了，一般人不会买；
2. 一包 $2 太便宜了，大多数人会怀疑它们是否真的是手工制作和有机的；
3. $9 一包会让大多数人感到好奇，他们会购买，但如果土豆不是他们尝过的最美味的土豆，他们就不会再购买，并会留下负面反馈；
4. 一包 $5 的价格会让大多数人认为它真的很便宜，并且可能会尝试一下。

While intuitively, it might seem great to be at $5 or $9, you are actually wasting potential profit by selling at that price. Usually, the product price has to target the intersections and relationships between those points, where it is getting too cheap or too expensive.

Now, it is also not correct to declare that $6.50 is the perfect price because we did not go deep enough to understand the product dynamics, brand considerations, or market landscape. Van Westendorp Market Research only gets you that far. Market Research helps provide nuance to the findings.

关于 Van Westendorp 市场研究公司

Van Westendorp Market Research is a useful tool for understanding product pricing and value. It provides helpful statistics and insight into branding, strategy, products, and marketing effectiveness. To generate a full view of a marketing strategy, it is important to add nuance from the market landscape, customer recommendations, and customer opinions in addition to the Van Westendorp measurements.

Van Westerndorp helps companies maximize profits and provide customers with perceived value. The more research conducted, the better the results. Brand or product launches that disregard the science of pricing have a greater chance of failure—and, understandably, of not maximizing profit.

SIS International Research 已开展范韦斯多普市场研究和定量定价市场研究数十年。请联系我们，了解您的下一个范韦斯多普市场研究项目。

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SIS 国际 提供定量、定性和战略研究。我们提供决策所需的数据、工具、战略、报告和见解。我们还进行访谈、调查、焦点小组和其他市场研究方法和途径。 联系我们 为您的下一个市场研究项目提供帮助。