定價策略研究

Choosing the appropriate price to sell a product or service is more than a challenge for every business. Getting it right is crucial to its eventual survival.

定價策略考慮因素

定價涉及許多因素，其中大部分都可以研究並指導以有利於您的公司。

所有市場都不相同。在某些地區，可能會有差異

• 由於房地產或勞動力價格而產生的生產成本
• 潛在客戶數量
• 運送貨物的成本

這些已知因素通常可以預先決定和控制。

銷售目標如何指導定價策略？

Below are several common goals, which often change over time depending on their success rate and reactions from customers and competitors.

• 引發審判
• 吸引回頭客
• 開拓新市場
• 拓展現有市場
• 擴大產品線－以不同的價位提供不同的型號或功能，以擴大對客戶的整體吸引力
• 交叉銷售多種產品（人壽、汽車和家庭保險；航空、酒店和汽車）
• 增加市場佔有率
• Defend against competition; create a barrier to entry
• Seek a specific profit margin over the cost of production, promotion and distribution

市場研究和測試可以指導人們確定每種情況的最佳價格點。以下是一些範例：

• 什麼價格可以最大化試用？
  • How low should initial price be?  A survey can ask questions about different prices, or a market test can compare the percent who take the offer.
  • 試用後是否需要額外的折扣或優惠，或者可以在不失去客戶的情況下提高價格嗎？
• Will package or bundle pricing effectively sell more than one item or service?
  • 可以測試多種優惠，例如“BOGO”或“twofers”，第二個主菜的 50%；裝有一組新球桿的高爾夫球包；免費檢查經紀服務。
• Can enough commodity products or supplies for the home or office be sold at a low price and still make a profit?
  • Research can help analyze a market, its customers, and its competition regarding current pricing and purchase activity.
  • Should you set a price to match your competition to remove that differentiator?
  • In some cases, products such as batteries, printer paper, or cleaning supplies may be sold as “loss leaders” (even below actual cost) to generate sales of more and higher-margin items.
• 足夠的市場會支付溢價嗎？
  • Is there support for high-priced, exclusive, or luxury items? (e.g. Tiffany, Prada, Mercedes, Apple)
  • 是否有其他客戶等級可以以後以較低的價格出售較便宜的型號？或者您可以客製化產品或服務，並為獨家版本收取更高的價格，以滿足特定的客戶需求？

您需要定價策略方面的協助嗎？

You do not need to gamble and hope. Rather, you can calculate all the costs involved in producing, promoting/selling, and distributing a product and then set a price that covers expenses while providing some level of profit.

However, to approach an optimum price point, it may be useful to observe and/or survey your customers. Even better, get a sense of what your competition is or might be doing regarding pricing.

Asking customers what they would pay for a product or service is tricky. Getting insights into your competitors’ strategies is a bigger challenge.

顧客 可能透過調查（線上或電話）或親自接觸該產品。 

• Here, a set of variables, including price, might be presented to a subject. A statistical technique called conjoint analysis may be applied to determine the optimal tradeoffs of features and prices.
• You can assess price elasticity and experiment within such a range.
• 此外，您可以識別匹配的潛在或當前客戶群，透過線上、優惠券、廣告等為每個客戶提供不同的價格，然後衡量以每個價格購買的百分比。
• （筆記：  在某些情況下，您可能想在開始生產之前了解客戶會根據概念或原型支付多少費用，以確保有利潤空間！ ）

競技活動 can be monitored by following their channels of distribution (e.g. site visits to stores, following online and offline ads), attending trade shows, and perhaps speaking with your customers. 

• 但要了解他們的未來計劃，幾乎總是需要透過第三方進行採訪，以揭示此類資訊。

Unfortunately, there is more to the equation!  您的公司並非在真空中運作。因此，就像您一樣，您的競爭對手可能會改變定價以實現特定目標。  因此，定價策略是一個持續的過程，需要不斷的關注和調整。

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