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    5. 大師輕鬆讀 No.166 多重定價利潤跑不掉
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    大師輕鬆讀 No.166 多重定價利潤跑不掉

    Publisher 大師輕鬆讀 /大師輕鬆讀股份有限公司
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    Released
    2006/02/23
    Language
    Traditional Chinese
    File format
    PDF (2MB), fit in large screen and Pubook
    Pages
    68
    ID
    10703
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    • Intro

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    多重定價利潤跑不掉
    The Art of Pricing

    不懂得去挖掘隱藏的利潤,等於把利潤拱手讓人!
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    本期目錄:

    ● 五分鐘摘要

    - 改善定價方法的3項關鍵
    - 解讀產品或服務的真正價值
    - 定價策略

    ● 在地觀點—— 台北巨蛋該怎麼定價/ 林克謨

    ● 大師知識看板—— 職場語言暴力降低工作熱忱/ 經濟日報


    主題看板:

    多重價格(Multi-Price)

    行銷大師科特勒(Philip Kotler)曾提出兩種基本的定價方法,一種是成本導向,另一種是價值導向。其中,價值導向定價,就是利用多重定價策略,追求每位消費者願意付出的最高價格。多重價格反映的是消費者心理,消費者本身也了解多重價格的存在,但是仍然會為了各種理由,自願支付溢價。要運用多重定價策略,必須準確掌握消費者需求,建立分眾的行銷體系,還要能適時依據消費者反應,調整價格。

    美國航空公司(America Airline)在1987年,提出「將適當的機位、以適當的價格、賣給適當的顧客」這樣的多重價格觀念,讓在乎價格的旅客選擇較不便利的航班,減少空機位的損失,也讓選擇便利時段航班的旅客,支付較高的票價,提高機位的價值。光是1988年到1990年,美國航空的淨收益就增加近14億美元。但是到了90年代,西南航空(Southwest Airlines)採取創新的電子商務模式,推出限時網路票價,更快速反映旅客需求,成功拿下美國國內線市場,成為美國航空業蕭條的90年代中,獲利率最高,唯一沒倒閉、股價還大漲5倍的公司。

    認知價值(Perceived Value)

    消費者在購買商品或服務時,都會希望能夠物超所值。這個「值」指的是消費者對產品的主觀價值判斷,也就是認知價值。實務上,認知價值就是顧客願意支付的最高價格。影響認知價值高低的原因,包括產品品質、服務品質,以及與競爭對手比較之下的相對價值。用產品的認知價值定價,可以讓企業享有有較大的獲利空間。英國製藥廠葛蘭素(Glaxo)在推出第二代治潰瘍藥「善胃得」(Zantac)時,大多數人都從成本考量,認為價格應該比第一代便宜10%。可是葛蘭素執行長保羅‧吉洛拉米(Paul Girolami)很清楚,善胃得的功效更好、副作用更小,所以強加宣傳新藥的優越功效,並且用高價定位上市。此舉不僅奠定葛蘭素市場龍頭的地位,也讓藥品價格隨著顧客的認知價值水漲船高。

    1980年代,日本汽車製造商如豐田(Toyota)、日產(Nissan)等,用低價、高效能的形象,在美國消費者心中建立高認知價值,嚴重衝擊美國本土的福特(Ford)、通用(General Motors)等汽車大廠。最近一項由密西根大學進行的消費者滿意度調查報告顯示,儘管美國車款的品質已經明顯提升,但是現金回扣、低息購車貸款等優惠方案,卻反而減損美國車款在消費者心中的認知價值,讓消費者覺得日本車擁有更高的價值或保值空間。這顯示在消費者的採購行為中,認知價值仍然是比價格更重要的取決因素。
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    Details

    Released
    2006/02/23
    Language
    Traditional Chinese
    File format
    PDF: Fit in large screen
    Provide Adobe DRM
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    Offer DRM free license
    No
    ID
    10703

    多重定價利潤跑不掉

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