第八章国际市场定价策略.ppt

第八章国际市场定价策略.ppt

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第八章国际市场定价策略ChapterEightPricingStrategy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。

MichaelCzinkota&IlkkaRonkainen,InternationalMarketing,6thEd.,ThomsonLearning,20012ChapterEightPricingStrategy内容提要n定价目标n定价方法n定价策略n出口产品定价n倾销与反倾销3ChapterEightPricingStrategyLearningObjective定价目标定价目标Listandexplainavarietyofpricingobjectives14ChapterEightPricingStrategy定价目标PricingObjectivesProfit-OrientedPricingObjectivesProfit-OrientedPricingObjectivesSales-OrientedPricingObjectivesSales-OrientedPricingObjectivesStatusQuoPricingObjectivesStatusQuoPricingObjectivesPrestigePricingObjectivesPrestigePricingObjectives15ChapterEightPricingStrategy利润导向定价目标Profit-OrientedPricingObjectivesProfit-OrientedPricingObjectivesProfit-OrientedPricingObjectives利润最大化利润最大化ProfitMaximization满意利润满意利润SatisfactoryProfits目标投资收益目标投资收益TargetReturnonInvestment16ChapterEightPricingStrategy利润最大化ProfitMaximization制定价格使得总收入尽可能多的超过相应的总成本Settingpricessothattotalrevenueisaslargeaspossiblerelativetototalcosts.1古典经济理论-边际分析-实现困难7ChapterEightPricingStrategy满意利润与目标投资收益SatisfactoryProfits&TargetReturnonInvestment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）1方便管理层、股东、公众等进行公司业绩评价8ChapterEightPricingStrategy投资收益率ReturnonInvestment,ROI税后净利润除以总资产NetprofitaftertaxesdividedbytotalassetsTotalassetsROI=NetProfitaftertaxes19ChapterEightPricingStrategy销售导向定价目标Sales-OrientedPricingObjectives市场份额市场份额MarketShare销售额最大化销售额最大化SalesMaximizationSales-OrientedPricingObjectivesSales-OrientedPricingObjectives110ChapterEightPricingStrategy市场份额MarketShare公司产品销售额（量）占全行业总销售额（量）的百分比Acompanysproductsalesasapercentageoftotalsalesforthatindustry市场份额与ROI通常表现出较强的正相关关系111ChapterEightPricingStrategy销售额最大化SalesMaximizationn利用价-量关系达到短期收入（现金流）最大化Short-termobjectivetomaximizesalesn忽略利润、竞争和I营销环境Ignoresprofits,competition,andthemarketingenvironmentn可用以处理过剩存货Maybeusedtoselloffexcessinventory如换季产品112ChapterEightPricingStrategy现状定价目标StatusQuoPricingObjectives维持既定价格维持既定价格Maintainexistingprices应对竞争价格应对竞争价格MeetcompetitorspricesStatusQuoPricingObjectivesStatusQuoPricingObjectives113ChapterEightPricingStrategy现状定价目标StatusQuoPricingObjectivesn也叫“Marketpricing，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（priceleader）1ValuePricing同价异质14ChapterEightPricingStrategy声望定价目标PrestigePricingObjective高价以帮助建立产品的优质形象Chargingahighpricetohelppromoteahigh-qualityimage.1只买贵的，不选对的？

15ChapterEightPricingStrategy质量指示器IndicatorsofQualityBrandNameBrandNamePricePriceAppearanceAppearanceRetailerRetailerReputationReputation1零售商信誉外观价格品牌16ChapterEightPricingStrategyLearningObjective定价方法定价方法ExplainedHowPricesAreDetermined217ChapterEightPricingStrategy定价方法PricingMethodsPricingMethodsPricingMethodsCustomaryPricingSupply&DemandCost-PlusPricingBreak-EvenAnalysis218ChapterEightPricingStrategy惯例定价CustomaryPricing按照传统、或根据顾客预期，随行就市定价2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19ChapterEightPricingStrategy惯例定价CustomaryPricingn适用于现状定价目标、声望定价目标n不以价格为主要营销手段，而是依靠非价格竞争n完全竞争市场、垄断竞争市场、寡头垄断市场中的企业采用220ChapterEightPricingStrategy供求分析定价DemandandSupply需求需求DemandThequantityofaproductthatwillbesoldinthemarketatvariouspricesforaspecifiedperiod.供给供给SupplyThequantityofaproductthatwillbeofferedtothemarketbyasupplieratvariouspricesforaspecificperiod.221ChapterEightPricingStrategy需求曲线TheDemandCurve价格价格PriceDD.501.001.502.002.50020406080100120需求量需求量Quantitydemanded222ChapterEightPricingStrategy供给曲线TheSupplyCurve供给量供给量QuantitysuppliedSS价格价格Price.501.001.502.002.50020406080100120223ChapterEightPricingStrategy价格均衡PriceEquilibrium供求均等时的价格Thepriceatwhichdemandandsupplyareequal.224ChapterEightPricingStrategy均衡价格EquilibriumPrice需求量需求量QuantitydemandedSS价格价格Price.501.001.502.002.50020406080100120DD过剩过剩过剩过剩SurplusSurplus短缺短缺短缺短缺ShortageShortage价格均衡价格均衡价格均衡价格均衡PricePriceEquilibriumEquilibrium225ChapterEightPricingStrategy需求弹性ElasticityofDemand消费者（购买量）对价格变动的反应或敏感性Consumersresponsivenessorsensitivitytochangesinprice2需求变动的百分比除以价格变动的百分比26ChapterEightPricingStrategy需求弹性ElasticityofDemand富有弹性富有弹性富有弹性富有弹性ElasticElasticDemandDemanduConsumersbuymoreorlessofaproductwhenthepricechanges缺乏弹性缺乏弹性缺乏弹性缺乏弹性InelasticInelasticDemandDemanduAnincreaseordecreaseinpricewillnotsignificantlyaffectdemand单位弹性单位弹性单位弹性单位弹性UnitaryUnitaryElasticityElasticityuAnincreaseinsalesexactlyoffsetsadecreaseinprices,andrevenueisunchanged227ChapterEightPricingStrategy需求弹性ElasticityofDemand价格价格价格价格PriceGoes.PriceGoes.收入收入收入收入RevenueGoes.RevenueGoes.需求需求需求需求Demandis.Demandis.下降下降Down上升上升Up富有弹性富有弹性Elastic下降下降Down下降下降Down缺乏弹性缺乏弹性Inelastic上升上升Up上升上升Up缺乏弹性缺乏弹性Inelastic上升上升Up下降下降Down富有弹性富有弹性Elastic升或降升或降UporDown不变不变StaystheSame单位弹性单位弹性UnitaryElasticity228ChapterEightPricingStrategy需求弹性ElasticityofD