营销活动中的定价技巧.doc

吉林工业职业技术学院毕业论文 I 摘要定价策略对企业的赢利状况有重大的影响,因为企业产品的价格是影响市场需求和购买行为的主要因素之一,经营者要准确而灵活地把握好定价的学问和艺术,在定价中既有利于吸引购买者即识别目标顾客,了解他们愿意为产品或服务支付多少钱;企业还必须认识到定价策略是将自己的产品或服务与其他竞争者区别开来的重要手段,因为价格本身就意味着不同的品质和独特性;此外,企业还应该考虑到将产品直接推向市场的经销商的利益,因为如果他们得不到足够的利润,整个销售状况就都会受影响;企业更应该把定价策略作为一项长期工作来常抓不懈,因为这是为将来更多的产品进入市场铺路。关键词: 定价目标、定价因素、定价方法、定价策略。吉林工业职业技术学院毕业论文 II Abstract The fixed price strategy has the significant influence to enterprise'sprofit condition, because the enterprise product price is affects themarket demand and one of purchase behavior primary factors, theoperator wants accurately and nimbly grasps the fixed price theknowledge and art, already is advantageous in the fixed price to theattraction buyer is the target discrimination customer, understoodthey are willing or serve for the product pay how much money; The enterprise also must realize to the fixed price strategy is ownproduct or the service the important method which distinguishes petitors, because price itself meant different quality anddistinctive quality; In addition, the enterprise also should considerdirectly pushes the product to the market dealer's benefit, because ifthey cannot obtain the enough profit, the entire sales condition canreceive affects; The enterprise should the fixed price strategy take along lasting work often grasps unremittingly, because this will beenters the market for future more products to pave the way for. K ey Words : Fixedprice goal fixed price factor fixed price method fixed pricestategyr 吉林工业职业技术学院毕业论文 III 引言价格是营销计划中唯一不增加成本的部分,其他所有的营销活动都代表着成本; 价格也是营销组合中最灵活的部分, 它的变化非常快, 比产品设计或分销渠道快得多。同时价格也是营销组合中至关关键的部分,特别在中国这个价格敏感度高是市场上,价格一旦制定失误,再好的产品也难逃失败的厄运。新产品的价格更上如此。我们有时会发现一产品,它的品质,包装,渠道,广告都非常不错,但是市场的反应却是那么的不尽人意,究其原因在于产品的价格出现了问题。要么价格高得离谱,远远超过了消费者的认知价值,消费者当然不会买你的单;要么价格太低了,试想人参按白菜的价格出售,消费者会怎么想呢?消费者不对你的产品的品质产生置疑才怪!消费者往往具有自我保护意识,为了自身的安全,消费者是不会买那些令他不放心的产品,这也是有些产品低价不能走销,高价却能顺利打开销路的原因;要么价格不高不低,产品陷入“两难”境地,低端消费者消费不起,高端消费者为了维护自身的地位不愿降低购买。由于产品定价导致市场销售失败的例子,数不胜数。据统计,在医药行业,由于许多企业缺乏营销能力,药品定价失误,导致大约有 1/3 的企业因为其定价失误而失去原来的市场份额。