【正文】 s contribution margin per unit), and on one’s assumptions regarding the relationship between the product’s price and the number of units that can be sold at that price. The product39。s interest and establishing a foothold in the market. Price discriminationSetting a different price for the same product in different segments to the market. For example, this can be for different ages or for different opening times, such as cinema tickets.Premium pricingPremium pricing is the practice of keeping the price of a product or service artificially high in order to encourage favorable perceptions among buyers, based solely on the price. The practice is intended to exploit the (not necessarily justifiable) tendency for buyers to assume that expensive items enjoy an exceptional reputation or represent exceptional quality and distinction.24 / 36Predatory pricingAggressive pricing intended to drive out petitors from a market. It is illegal in some places.Contribution marginbased pricingContribution marginbased pricing maximizes the profit derived from an individual product, based on the difference between the product39。 it takes no account of demand and there is no way of determining if potential customers will purchase the product at the calculated price.This appears in 2 forms, Full cost pricing which takes into consideration both variable and fixed costs and adds a % markup. The other is Direct cost pricing which is variable costs plus a % markup, the latter is only used in periods of high petition as this method usually leads to a loss in the long run.Creaming or skimmingSelling a product at a high price, sacrificing high sales to gain a high profit, therefore ‘skimming’ the market. Usually employed to reimburse the cost of investment of the original research into the product: monly used in electronic markets when a new range, such as DVD players, are firstly dispatched into the market at a high price. This strategy is often used to target early adopters of a product or service. These early adopters are relatively less pricesensitive because either their need for the product is more than others or they understand the value of the product better than others. In market skimming goods are sold at higher prices so that fewer sales are needed to break even.This strategy is employed only for a limited duration to recover most of investment made to build the product. To gain further market share, a seller must use other pricing tactics such as economy or peration. This method can e with some setbacks as it could leave the product at a high price to petitors.Limit pricingA limit price is the price set by a monopolist to discourage economic entry into a market, 23 / 36and is illegal in many countries. The limit price is the price that the entrant would face upon entering as long as the incumbent firm did not decrease output. The limit price is often lower than the average cost of production or just low enough to make entering not profitable. The quantity produced by the incumbent firm to act as a deterrent to entry is usually larger than would be optimal for a monopolist, but might still produce higher economic profits than would be earned under perfect petition.The problem with limit pricing as strategic behavior is that once the entrant has entered the market, the quantity used as a threat to deter entry is no longer the incumbent firm39。s product, assuming the product 22 / 36features are medium distinctiveness.Products have little distinctiveness from petitor39。 11 ，2022[4] 茍莉莉. 三網(wǎng)融合“元年”的 IPTV （社科版），2022,027,003,2124[5] ，2022,000,022,7072[6] ，2022,000,009,124144[7] . [8] 《市場(chǎng)營(yíng)銷學(xué) 60 例》，2022[9] 莊貴軍，周筱蓮，2022[10] 姜慧德，202221 / 36[11] —，2022[12] 謝質(zhì)文，許永明，—產(chǎn)品、2022[13] 季偉，葛振斌，何青， ，2022[14] 盧官明， ，2022[15] 黃孝建， ，2022附 錄附 錄 1： 英語(yǔ)原文Pricing strategiesCompetitionbased pricingSetting the price based upon prices of the similar petitor products.Competitive pricing is based on three types of petitive product:Products have lasting distinctiveness from petitor39。在此大背景下，中國(guó)電信快速發(fā)展 IPTV 更具有戰(zhàn)略性意義。三網(wǎng)融合是大勢(shì)所趨，近幾年國(guó)家通過(guò)的一些文件都在提倡三網(wǎng)融合，這些文件的下發(fā)預(yù)示著監(jiān)管政策的變化。所以中國(guó)電信在 IPTV 戰(zhàn)略選擇時(shí)要有動(dòng)態(tài)的戰(zhàn)略眼光。每天的維護(hù)費(fèi)用為 200 元，總費(fèi)用為 200 元/天*180 天=36000 元。 預(yù)算控制形式 單價(jià) 次數(shù) 小計(jì)公交車移動(dòng)傳媒 2022 元/ 次 2 次/天*120 天=240 次 480000 元報(bào)紙、雜志 1000 元/ 期 1 期/周*12 周=12 期 12022 元商場(chǎng)/大超市內(nèi)電視賣場(chǎng) 150 元/ 天 120 天 18000 元營(yíng)業(yè)廳體驗(yàn)區(qū)費(fèi)用主要有硬件成本和每天的維護(hù)費(fèi)用。表 71 推廣活動(dòng)時(shí)間表形式\時(shí)間 7 月 8 月 9 月 10 月 11 月 12 月?tīng)I(yíng)業(yè)廳體驗(yàn)區(qū) ★ ★ ★ ★ ★ ★公交車移動(dòng)傳媒 ★ ★ ★ ★報(bào)紙、雜志 ★ ★ ★商場(chǎng)/大超 ★ ★ ★ ★19 / 36市內(nèi)電視賣場(chǎng)注：“★”表示該月份采取這種措施 人員控制整個(gè)策劃過(guò)程中設(shè)置兩個(gè)責(zé)任小組：一個(gè)負(fù)責(zé)技術(shù)支持，規(guī)模為 56 人；另一個(gè)負(fù)責(zé)業(yè)務(wù)推廣，規(guī)模為 1015 人。主要宣傳時(shí)間為 2022 年 7 月 1 號(hào)至 2022 年 12 月 31 號(hào)。同時(shí)，加強(qiáng)對(duì)服務(wù)的管理，中國(guó)電信在對(duì) IPTV 目標(biāo)顧客進(jìn)行規(guī)范化服務(wù)的前提下，加強(qiáng)服務(wù)的情感性，掌握服務(wù)的適當(dāng)性，保持服務(wù)的連續(xù)性，提高服務(wù)效率，從而以服務(wù)用戶來(lái)贏得用戶。主要通過(guò)加強(qiáng)廣告宣傳和提高服務(wù)水平兩個(gè)措施來(lái)實(shí)現(xiàn)。從而塑造企業(yè)的知名度，增加顧客的黏度。把營(yíng)銷活動(dòng)看成是一個(gè)企業(yè)與消費(fèi)者、內(nèi)容提供商、設(shè)備供應(yīng)商、競(jìng)爭(zhēng)者、政府機(jī)構(gòu)以及其他審批機(jī)構(gòu)發(fā)生互動(dòng)的過(guò)程，建立和發(fā)展與這些公眾或組織的良好關(guān)系。中國(guó)電信運(yùn)用整合營(yíng)銷傳播手段與消費(fèi)者溝通，運(yùn)用各種形式的傳播手段，傳播 IPTV 業(yè)務(wù)服務(wù)信息，實(shí)現(xiàn)與消費(fèi)者雙向溝通，迅速樹(shù)立 IPTV 業(yè)務(wù)品牌在消費(fèi)者心中的地位，更好的達(dá)到廣告?zhèn)鞑ズ蜆I(yè)務(wù)推廣的目的。其次是捆綁營(yíng)銷，通過(guò)對(duì)傳統(tǒng)賣場(chǎng)進(jìn)行渠道的改造，營(yíng)造適合電視上網(wǎng)的氛圍。中國(guó)電信運(yùn)營(yíng)商可以和家電制造商進(jìn)行合作，共享家電制造商的業(yè)務(wù)渠道。它的銷售模式不同于現(xiàn)有的電信渠道發(fā)展模式電——營(yíng)業(yè)廳、客戶經(jīng)理、數(shù)據(jù)業(yè)務(wù)代理商的模式。再次，最后，為了擴(kuò)大市場(chǎng)占有率我們可以對(duì)基本業(yè)務(wù)采用低價(jià)滲透定價(jià)，這樣可以滿足消費(fèi)者對(duì)于 IPTV 核心業(yè)務(wù)的需求，基本業(yè)務(wù)價(jià)格定的低，消費(fèi)者將嘗試使用，從而吸引大量的顧客，提高市場(chǎng)占有率，形成規(guī)模效應(yīng)。即在市中心和周邊地區(qū)制定不同的價(jià)格，以擴(kuò)大市場(chǎng)份額，形成規(guī)模效應(yīng)。根據(jù)不同的業(yè)務(wù)和情況采用相適應(yīng)的定價(jià)方法，例如：首先，對(duì)于一些受歡迎的新業(yè)務(wù)可以采用撇脂定價(jià)法，具體做法是滿足消費(fèi)者對(duì)于創(chuàng)新性業(yè)務(wù)的需求，在剛推出一些很受市場(chǎng)歡迎的增值業(yè)務(wù)時(shí)，利用用戶求新、求奇的心理，把價(jià)格定的高一些，滿足高端用戶對(duì)于新業(yè)務(wù)的需求和欲望的同時(shí)，賺取超額利潤(rùn)。 IPTV業(yè)務(wù)定價(jià)策略建議 IPTV 業(yè)務(wù)定價(jià)策略主要考慮需求因素。而后中國(guó)電信不僅要通過(guò)管理手段、營(yíng)銷手段和公關(guān)手段提升 IPTV 業(yè)務(wù)品牌的價(jià)值和美譽(yù)度，而且在 IPTV 體驗(yàn)娛樂(lè)經(jīng)濟(jì)條件下，品牌的創(chuàng)建始終是以顧客為中心，顧客是品牌價(jià)值運(yùn)行的主體。例如：可以起名字叫“娛樂(lè)家影” ，17 / 36而且要把品牌進(jìn)行系統(tǒng)化的策劃和管理，今后隨著業(yè)務(wù)推廣發(fā)展，在“娛樂(lè)家影”下面可以根據(jù)相應(yīng)的核心業(yè)務(wù)延伸子品牌，根據(jù)不同的市場(chǎng)定位形成一個(gè)梯度品牌群。同時(shí)，要給 IPTV 建立一個(gè)品牌的名字，不要用專業(yè)名詞，因?yàn)閷?duì)于消費(fèi)者強(qiáng)調(diào)“生活狀態(tài)”比“產(chǎn)品功能”或“產(chǎn)品特性”更加重要。IPTV 除了具有通信和 TV 的特點(diǎn)之外，還可以組合、互動(dòng)和獲得新體驗(yàn)。例如可以開(kāi)展的 IPTV 業(yè)務(wù)有：客廳娛樂(lè) IPTV、時(shí)尚生活 IPTV、成功人生 IPTV 和快樂(lè)生活 IPTV 等不同的業(yè)務(wù)套餐。IPTV 目標(biāo)客戶的需求是：不僅能獲得傳統(tǒng)電視的所有功能，而且很方便地獲得更加個(gè)性化的、互動(dòng)性強(qiáng)的業(yè)務(wù)，能主動(dòng)選擇自己需要的娛樂(lè)和資訊信息。增加用戶體驗(yàn)主要是在營(yíng)業(yè)廳大廳里面建立整套 IPT