第五章產(chǎn)品定價與企業(yè)策略(編輯修改稿)
2024-11-17 22:47 本頁面
【文章內(nèi)容簡介】 d decrease the uncertainty of the information ECommerce point to point mode, trade cost decrease, company has bigger space and flexiblility for pricing Internet and IT, procuction cost of digital product lower,?,例,試問廠商該選擇怎樣的定價策略？,統(tǒng)一定價：20300=6000（萬美元） 60100=6000（萬美元）,差別定價： 60100+20200=10000 （萬美元）,?,6.1.3差別定價與價格歧視,價格歧視的適用條件,企業(yè)必須有能力阻止或限制支付低價的消費者將產(chǎn)品轉(zhuǎn)賣給支付高價的消費者即防止套利（arbitrage）,企業(yè)必須知道消費者的支付意愿，而支付意愿會隨消費者數(shù)量或銷售量的變化而變化,企業(yè)要擁有一定的市場力量，即能夠?qū)r格定在邊際成本之上,?,condition for pricing diffe,company has market power, prcing the product on marginal cost company knows the consmer39。s payment willingness,payment willingness changed with consumer and procuct number prevent arbitrage, consumer sell from low to high,?,6.1.3差別定價與價格歧視,價格歧視的類型 一級價格歧視 二級價格歧視 三級價格歧視,?,差別定價與價格歧視,一級價格歧視，又稱完全價格歧視，是指廠商能根據(jù)每一個顧客及其購買的每一件商品來制定價格。 在一級價格歧視的定價下，廠商能獲得所有的消費者剩余。 樓盤的銷售,?,First grade prcing diffe,know every consumer39。s likes and demand prcing every product of every consumer, company can take all the cosumer surplus ie:real estate,?,direction shape level number,?,2nd grade pricing diffe,don39。t know every consumer39。s likes and demand consumer39。s selfchoice machanism according to c
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