定價(jià)決策分析框架：定價(jià)的重要性-wenkub
2023-02-13 20:14:18 本頁(yè)面
【正文】 店，一聽(tīng)啤酒的價(jià)格超過(guò) $, 消費(fèi)者就不會(huì)購(gòu)買，因?yàn)閷?shí)際價(jià)格已超出了參照價(jià)。 定位影響消費(fèi)者的支付意愿 b)針對(duì)在美國(guó)國(guó)內(nèi)旅游定位 It’ s a sad tale but many trips to explore the history and charm of America end up a blurred series of pecan rolls and cheese burgers along lifeless stretches of highway. Shopping malls, chain stores, super highways, and suburban sprawl make more for disappointing repetition in America’ s heartland than for insight into the country’ s roots. That idle afternoon you dreamed of poking around dusty old stores, soaking up small town warmth may dissolve instead into price parison between Gap stores in different states. The alternative may be to head east to New York, a wonderful old city chocked full of history and charm. From its colonial roots, New York grew bit by bit, neighborhood by neighborhood, each reflecting the people who came and the hopes they brought with them. Each neighborhood Little Italy, Greenwich Village, Chelsea is a small town with a warmth and a feel all its own. Com explore the shops and cafes. Come and see America without the chain stores. Let us be your host. We are located in the heart of midtown, offering wellappointed, spacious, fortable rooms. For the best view of America, e to New York 分銷商影響消費(fèi)者的支付意愿 ? 在一個(gè)炎熱的夏天，你躺在海邊的沙灘上，一邊喝著你帶來(lái)的冰水，一邊在想要是帶了一瓶你所喜歡的冰凍啤酒，那該多么愜意。你倆夢(mèng)寐以求的“情侶餐”也在如何讀懂菜單的爭(zhēng)執(zhí)中而不歡而散。 actual demand is q=1005*p. Actual % q change Profitpreserving % q change 61% 38% +50% 24% 20% +20% 12% 11% +10% +12% +14% 10% +24% +32% 20% +61% +157% 50% 實(shí)際的銷量變動(dòng)百分比 保持原利潤(rùn)水平要求增加的銷售量百分比 價(jià)格變動(dòng)百分比 這對(duì)利潤(rùn)會(huì)產(chǎn)生什么樣的影響呢？ ? 如果 20%的降價(jià)需要 32%的需求增長(zhǎng)才能保持不降價(jià)時(shí)的利潤(rùn)水平，而實(shí)際的需求增長(zhǎng)只有24%，價(jià)格變動(dòng)對(duì)利潤(rùn)會(huì)產(chǎn)生什么樣的影響呢？ ? 無(wú)法準(zhǔn)確回答，除非你知道實(shí)際的需求函數(shù) 價(jià)格變動(dòng)引起的利潤(rùn)變動(dòng) (from p=11) 40 20 20 40 60 80 10010080604020價(jià)格變動(dòng)百分比 利潤(rùn)變動(dòng)百分比 43% +50% 7% +20% 2% +10% 2% 10% 7% 20% 43% 50% 利潤(rùn)變動(dòng) 價(jià)格變動(dòng) 假設(shè) : 利潤(rùn) =(pc)*qF。 ? 保本價(jià)格 = 固定成本 /預(yù)期售量 +可變成本 ? = 300000/50000＋ 10 ? = $16 損益平衡圖 金額 (千美元) 1200 1000 800 600 400 200 0 總成本 固定成本 目標(biāo)利潤(rùn) 總收入 10 20 30 40 50 銷售量 (千單位 ) 保本點(diǎn) 目標(biāo)利潤(rùn)定價(jià)法 ? 目標(biāo)利潤(rùn)定價(jià)法， 是根據(jù)預(yù)期銷售量和目標(biāo)利潤(rùn)確定產(chǎn)品的售價(jià)。 ? 若企業(yè)的目標(biāo)利潤(rùn)為 100000，則： ? 產(chǎn)品售價(jià) = (固定成本 +目標(biāo)利潤(rùn) )/預(yù)期售量 ? + 可變成本 ? = (300000+100000)/50000 + 10 ? = $18 三、需求導(dǎo)向定價(jià)：理解價(jià)格 銷量關(guān)系的重要性 ? 很多公司在某一時(shí)點(diǎn)上大幅度地調(diào)整價(jià)格： – Prices of Palm PDAs have been falling significantly – Prices of PCs have also fallen significantly – Price of gasoline rises and falls frequently 一個(gè)簡(jiǎn)單的例子 ? 為簡(jiǎn)單起見(jiàn)，假定： – 行業(yè)中只有一個(gè)公司 – 僅僅銷售一種產(chǎn)品 – 直接賣給最終消費(fèi)者 ? 產(chǎn)品利潤(rùn) ? = (pc)
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