運(yùn)輸價(jià)格策略

1、運(yùn)輸價(jià)格策略Pricing strategy of transport industry引導(dǎo)案例：Priceline: Name your pricel Priceline是美國(guó)人Jay Walker在1998年創(chuàng)立的一家基于C2B商業(yè)模式的旅游服務(wù)網(wǎng)站l 主要為客戶提供機(jī)票、酒店、租車、旅游保險(xiǎn)l 為買(mǎi)賣(mài)雙方提供一個(gè)信息平臺(tái)，以便交易，同時(shí)提取一定傭金l 所創(chuàng)立的“Name Your Own Price”（客戶自我定價(jià)系統(tǒng)）十幾年來(lái)一直是獨(dú)樹(shù)一幟引導(dǎo)案例：Priceline: Name your price Name Your Own Price Hotels in or near New

2、York, NY Wed., Apr 30 - Thu., May 1Step 1: Choose where you want to stayChoose more than one area in New York City to improve yourchances. Brooklyn detail map Central Park South detail map Chelsea Area detail map Coney Island detail map Downtown - Financial District detail map Best deal Empire State

3、 Building Area detail map Hells Kitchen detail map Long Island City detail map Lower East Side detail map Madison Square Garden - Convention Area detail map Midtown East detail map Midtown West detail map Morningside Heights - Harlem detail map Queensborough Bridge detail map SoHo - Tribeca detail m

4、ap Times Square - Theatre District detail map Union Square - East Village detail map Upper East Side detail map Upper West Side detail mapStep 2: Choose the star level for your hotelThe minimum are shown for select star levelsin your chosen area(s). Star levels may not be available in all areas.5-St

5、ar Luxury Which Hotel?4-Star Deluxe-Plus Which Hotel?4-Star Deluxe Which Hotel? Best deal3-Star Upscale-Plus Which Hotel?3-Star Upscale Which Hotel?2-Star Moderate-Plus Which Hotel?2-Star Moderate Which Hotel?1-Star Economy Which Hotel?Step 3: Name Your Own Price (per room night)Total charges, inclu

6、ding taxes and service fees, are shown on thenext page. Youre protected by our Best Price Guarantee.Name Your Own PriceNot Sure What to Bid?Name Your Own Price Area MapSee more great deals in nearby areas:New York Airports AreaNewark, NJ - MeadowlandsSaddle Brook - Teaneck, NJPriceline hotel partici

7、pants are major national brands or quality independenthotels. We screen participating hotels carefully and update our informationconstantly to ensure you always receive quality accommodations. We will find youa room in a hotel willing to agree to your price in the shaded area.Sign-In | My Profile |

8、My Trips | Check Your Request | First Time Users | Help |12345678910111213141516171819L Lo oa ad di i n ng g M aM ap p. . . . . .71012162113619141817159 2014 Microsoft Corporation 2014 Microsoft Corporation 2013 Nokia 2013 Nokia12345678910111213141516171819Guaranteed AmenitiesmapsatelliteresetUSD$ U

9、SD$ Name Your Own Price Hotels in or near New York, NY Wed., Apr 30 - Thu., May 1Step 1: Choose where you want to stayChoose more than one area in New York City to improve yourchances. Brooklyn detail map Central Park South detail map Chelsea Area detail map Coney Island detail map Downtown - Financ

10、ial District detail map Best deal Empire State Building Area detail map Hells Kitchen detail map Long Island City detail map Lower East Side detail map Madison Square Garden - Convention Area detail map Midtown East detail map Midtown West detail map Morningside Heights - Harlem detail map Queensbor

11、ough Bridge detail map SoHo - Tribeca detail map Times Square - Theatre District detail map Union Square - East Village detail map Upper East Side detail map Upper West Side detail mapStep 2: Choose the star level for your hotelThe minimum are shown for select star levelsin your chosen area(s). Star

12、 levels may not be available in all areas.5-Star Luxury Which Hotel?4-Star Deluxe-Plus Which Hotel?4-Star Deluxe Which Hotel? Best deal3-Star Upscale-Plus Which Hotel?3-Star Upscale Which Hotel?2-Star Moderate-Plus Which Hotel?2-Star Moderate Which Hotel?1-Star Economy Which Hotel?Step 3: Name Your

13、Own Price (per room night)Total charges, including taxes and service fees, are shown on thenext page. Youre protected by our Best Price Guarantee.Name Your Own PricePer Room, Per Night ($USD)$ .00Not Sure What to Bid?Click hereto shop andcompare prices.Reservation Name (Age 21 or older)Name Your Own

14、 Price Area MapSee more great deals in nearby areas:New York Airports AreaNewark, NJ - MeadowlandsSaddle Brook - Teaneck, NJPriceline hotel participants are major national brands or quality independenthotels. We screen participating hotels carefully and update our informationconstantly to ensure you

15、 always receive quality accommodations. We will find youa room in a hotel willing to agree to your price in the shaded area.Sign-In | My Profile | My Trips | Check Your Request | First Time Users | Help |12345678910111213141516171819L Lo oa ad di i n ng g M aM ap p. . . . . .710121621136 2014 Micros

16、oft Corporation 2014 Microsoft Corporation 2013 Nokia 2013 Nokia12345678910111213141516171819 2014 Microsoft Corporation 2014 Microsoft Corporation 2013 Nokia 2013 Nokia引導(dǎo)案例：Priceline: Name your price Name Your Own Price Hotels in or near New York, NY Wed., Apr 30 - Thu., May 1Step 1: Choose where y

17、ou want to stayChoose more than one area in New York City to improve yourchances. Brooklyn detail map Central Park South detail map Chelsea Area detail map Coney Island detail map Downtown - Financial District detail map Best deal Empire State Building Area detail map Hells Kitchen detail map Long I

18、sland City detail map Lower East Side detail map Madison Square Garden - Convention Area detail map Midtown East detail map Midtown West detail map Morningside Heights - Harlem detail map Queensborough Bridge detail map SoHo - Tribeca detail map Times Square - Theatre District detail map Union Squar

19、e - East Village detail map Upper East Side detail map Upper West Side detail mapStep 2: Choose the star level for your hotelThe minimum are shown for select star levelsin your chosen area(s). Star levels may not be available in all areas.5-Star Luxury Which Hotel?4-Star Deluxe-Plus Which Hotel?4-St

20、ar Deluxe Which Hotel? Best deal3-Star Upscale-Plus Which Hotel?3-Star Upscale Which Hotel?2-Star Moderate-Plus Which Hotel?2-Star Moderate Which Hotel?1-Star Economy Which Hotel?Step 3: Name Your Own Price (per room night)Total charges, including taxes and service fees, are shown on thenext page. Y

21、oure protected by our Best Price Guarantee.Name Your Own PricePer Room, Per Night ($USD)$ .00Not Sure What to Bid?Click hereto shop andcompare prices.Reservation Name (Age 21 or older)Name Your Own Price Area MapSee more great deals in nearby areas:New York Airports AreaNewark, NJ - MeadowlandsSaddl

22、e Brook - Teaneck, NJPriceline hotel participants are major national brands or quality independenthotels. We screen participating hotels carefully and update our informationconstantly to ensure you always receive quality accommodations. We will find youa room in a hotel willing to agree to your pric

23、e in the shaded area.Sign-In | My Profile | My Trips | Check Your Request | First Time Users | Help |12345678910111213141516171819L Lo oa ad di i n ng g M aM ap p. . . . . .710121621136 2014 Microsoft Corporation 2014 Microsoft Corporation 2013 Nokia 2013 Nokia12345678910111213141516171819 2014 Micr

24、osoft Corporation 2014 Microsoft Corporation 2013 Nokia 2013 NokiaGuaranteed AmenitiesmapsatelliteresetUSD$ USD$ 引導(dǎo)案例：Priceline: Name your pricel 打破傳統(tǒng)上產(chǎn)品只由賣(mài)方而不是買(mǎi)方定價(jià)的慣例l 賣(mài)方銷售“對(duì)時(shí)間敏感”的產(chǎn)品，也因此受益l 擁有1900萬(wàn)使用者，且900萬(wàn)用戶都訪問(wèn)網(wǎng)站，年均約11億美元的旅游訂購(gòu)l 并非所有的產(chǎn)品都適合name your price的商業(yè)模式，最終公司專注于旅游產(chǎn)品的銷售l 客戶在沒(méi)有看清旅館、航班細(xì)節(jié)的情況下便被迫成交

25、會(huì)造成滿意度下降一般定價(jià)方法價(jià)格決策影響因素港口定價(jià)策略價(jià)格調(diào)整策略一般定價(jià)方法價(jià)格決策影響因素港口定價(jià)策略價(jià)格調(diào)整策略什么是價(jià)格n狹義價(jià)格：對(duì)產(chǎn)品或服務(wù)所收取的金錢(qián)n廣義價(jià)格：消費(fèi)者用來(lái)交換擁有或使用產(chǎn)品或服務(wù)利益的全部?jī)r(jià)值量n特質(zhì)：u價(jià)格是營(yíng)銷組合中唯一創(chuàng)造收益的因素u價(jià)格是營(yíng)銷組合中最靈活的因素u定價(jià)和價(jià)格競(jìng)爭(zhēng)是營(yíng)銷人員面臨最大的難題價(jià)格：一個(gè)困難而非常重要的決定價(jià)格決策影響因素內(nèi)部因素內(nèi)部因素營(yíng)銷目標(biāo)營(yíng)銷組合戰(zhàn)略成本組織考慮外部因素外部因素市場(chǎng)和需求競(jìng)爭(zhēng)對(duì)手價(jià)格與供應(yīng)政府政策價(jià)格決策價(jià)格決策價(jià)格決策影響因素內(nèi)部因素內(nèi)部因素營(yíng)銷目標(biāo)營(yíng)銷組合戰(zhàn)略成本組織考慮外部因素外部因素市場(chǎng)和需求競(jìng)爭(zhēng)對(duì)

26、手價(jià)格與供應(yīng)政府政策價(jià)格決策價(jià)格決策審慎地選擇目標(biāo)市場(chǎng)和市場(chǎng)定位是成功定價(jià)的前提定價(jià)水平須與企業(yè)營(yíng)銷目標(biāo)相匹配價(jià)格決策必須與產(chǎn)品、渠道和促銷決策相匹配成本是企業(yè)能夠?yàn)槠洚a(chǎn)品設(shè)定的底價(jià)和下限固定成本+可變成本企業(yè)必須確定由哪個(gè)部門(mén)來(lái)設(shè)定價(jià)格價(jià)格談判由哪個(gè)部門(mén)負(fù)責(zé)價(jià)格監(jiān)督由哪個(gè)部門(mén)負(fù)責(zé)價(jià)格決策影響因素市場(chǎng)和需求市場(chǎng)和需求決定價(jià)格的上限不同市場(chǎng)類型中的定價(jià)影響需求與價(jià)格的關(guān)系價(jià)格決策影響因素價(jià)格彈性l 寶潔旗下的佳潔士電動(dòng)旋轉(zhuǎn)牙刷，先定價(jià)再設(shè)計(jì)l 市場(chǎng)上同類產(chǎn)品售價(jià)為50美金，寶潔定價(jià)為5美金，比普通牙刷貴一點(diǎn)l 不進(jìn)行大的推廣，僅在超市設(shè)置try me樣品l 佳潔士電動(dòng)牙刷占據(jù)40%以上的市場(chǎng)份額

27、l Steinway公司制造高制量的鋼琴，擁有120項(xiàng)工藝專利，每架鋼琴均用高質(zhì)的云杉、樺木制成l Steinway鋼琴幫助鋼琴師成就夢(mèng)想l Steinway鋼琴均在15萬(wàn)美金以上，始終堅(jiān)持溢價(jià)定價(jià)的準(zhǔn)則一般定價(jià)方法價(jià)格決策影響因素港口定價(jià)策略價(jià)格調(diào)整策略 價(jià)格制定中的3C模式： 價(jià)格制定步驟成本競(jìng)爭(zhēng)者的價(jià)格和代用品價(jià)格顧客評(píng)估獨(dú)特的產(chǎn)品價(jià)值低于成本在這個(gè)價(jià)格下不能獲利高于客戶承受價(jià)格在這個(gè)價(jià)格上不會(huì)有需求選擇定選擇定價(jià)目標(biāo)價(jià)目標(biāo)確定確定 需求需求 估計(jì)估計(jì) 成本成本選定最選定最終價(jià)格終價(jià)格選擇定選擇定價(jià)方法價(jià)方法分析競(jìng)分析競(jìng)爭(zhēng)者爭(zhēng)者一般定價(jià)方法一般定價(jià)方法n成本導(dǎo)向定價(jià)法：成本導(dǎo)向定價(jià)法：以

28、營(yíng)銷產(chǎn)品的成本為主要依據(jù)制定價(jià)格的方法，最簡(jiǎn)單、應(yīng)用相當(dāng)廣泛的定價(jià)方法成本加成定價(jià)法(Cost-plus pricing)：產(chǎn)品單位成本加上一定比例的毛利定出銷售價(jià)P=c(1+r) 目標(biāo)利潤(rùn)定價(jià)法(Target-Return Pricing)：根據(jù)企業(yè)預(yù)期的總銷售量與總成本，確定一個(gè)目標(biāo)利潤(rùn)率的定價(jià)方法：?jiǎn)挝簧唐穬r(jià)格=總成本（1+目標(biāo)利潤(rùn)率）/ 預(yù)計(jì)銷量一般定價(jià)方法一般定價(jià)方法盈虧平衡分析圖盈虧平衡分析圖n需求導(dǎo)向定價(jià)法：需求導(dǎo)向定價(jià)法：企業(yè)在定價(jià)時(shí)不再以成本為基礎(chǔ),而是以消費(fèi)者對(duì)產(chǎn)品價(jià)值的理解和需求強(qiáng)度為依據(jù)認(rèn)知導(dǎo)向定價(jià)法：消費(fèi)者對(duì)企業(yè)提供的產(chǎn)品價(jià)值的主觀評(píng)判來(lái)制定價(jià)格的一種定價(jià)方法逆向定價(jià)

29、法：依據(jù)消費(fèi)者能夠接受的最終銷售價(jià)格，考慮中間商的成本及正常利潤(rùn)后，逆向推算出中間商的批發(fā)價(jià)和生產(chǎn)企業(yè)的出產(chǎn)價(jià)格習(xí)慣定價(jià)法：按照市場(chǎng)長(zhǎng)期以來(lái)行成的習(xí)慣價(jià)格定價(jià)一般定價(jià)方法一般定價(jià)方法l Caterpillar是一家領(lǐng)先的全球重型建設(shè)和挖掘設(shè)備制造商l 以設(shè)備高定價(jià)著稱，比市場(chǎng)同類產(chǎn)品貴20%至30%l 保證產(chǎn)品在保質(zhì)期內(nèi)每立方動(dòng)土、每噸開(kāi)采煤炭、每英里平坡路面總成本最低l 增值服務(wù)：保證48小時(shí)內(nèi)將組件送到世界任何地方l 杜邦先鋒種業(yè)公司，提供獲得專利的雜交玉米種子l 價(jià)格比市場(chǎng)同類約高出15%l 銷售代表為農(nóng)戶提供定制化的種值建方式，提供作物保險(xiǎn)、貸款等服務(wù)n競(jìng)爭(zhēng)導(dǎo)向定價(jià)競(jìng)爭(zhēng)導(dǎo)向定價(jià)：企業(yè)通

30、過(guò)研究競(jìng)爭(zhēng)對(duì)手的生產(chǎn)條件、服務(wù)狀況、價(jià)格水平等因素，依據(jù)自身的競(jìng)爭(zhēng)實(shí)力，參考成本和供求狀況來(lái)確定商品價(jià)格隨行就市定價(jià)法：即將本企業(yè)某產(chǎn)品價(jià)格保持在市場(chǎng)平均價(jià)格水平上，利用這樣的價(jià)格來(lái)獲得平均報(bào)酬產(chǎn)品差別定價(jià)法：企業(yè)通過(guò)不同營(yíng)銷努力，使同種同質(zhì)的產(chǎn)品在消費(fèi)者心目中樹(shù)立起不同的產(chǎn)品形象，進(jìn)而根據(jù)自身特點(diǎn)，選取低于或高于競(jìng)爭(zhēng)者的價(jià)格作為本企業(yè)產(chǎn)品價(jià)格密封投標(biāo)定價(jià)法：招標(biāo)方只有一個(gè)，處于相對(duì)壟斷地位，而投標(biāo)方有多個(gè)，處于相互競(jìng)爭(zhēng)地位。標(biāo)的物的價(jià)格由參與投標(biāo)的各個(gè)企業(yè)在相互獨(dú)立的條件下來(lái)確定一般定價(jià)方法一般定價(jià)方法一般定價(jià)方法價(jià)格決策影響因素港口定價(jià)策略價(jià)格調(diào)整策略價(jià)格調(diào)整策略削價(jià)策略n選擇合適的降價(jià)時(shí)機(jī)：季節(jié)性商品轉(zhuǎn)季銷售減少時(shí)，如一些商品因季節(jié)原因?qū)⒁^(guò)季時(shí)，如夏末夏季服裝要削價(jià)處理。 需要為新商品騰出銷售空間時(shí)n切忌頻繁降價(jià)：如果商品頻繁降價(jià)，會(huì)讓顧客以為削價(jià)商品價(jià)格就是該商品的實(shí)際價(jià)格，這樣削價(jià)就對(duì)顧客失去了吸引力n掌握合適的削價(jià)幅度：削價(jià)幅度過(guò)小不足以吸引顧客注意，而削價(jià)幅度過(guò)大，則會(huì)讓顧客對(duì)商品的品質(zhì)表示懷疑n價(jià)格折扣策略：數(shù)量性折扣、季節(jié)性折扣和現(xiàn)金性的折扣