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    5. 大師輕鬆讀 No.382 難以拒絕的價格
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    大師輕鬆讀 No.382 難以拒絕的價格

    Publisher 大師輕鬆讀 /大師輕鬆讀股份有限公司
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    2010/06/17
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    10963
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    難以拒絕的價格
    Smart Pricing

    什麼樣的定價是那麼恰到好處,又讓人難以拒絕?絕對不是只慼老闆靈感,或者參考同業價格等亳無根據的傳統作法。定價其實有方法,不用靠瞎猜,更非一成不變。
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    本期目錄:

    第1部分:價格——被遺忘的經營利益
    第2部分:9大創新定價策略
    第3部分:如何善用這些機制


    主題看板:

    聰明定價 (Smart Pricing)

    不同的定價究竟能為公司帶來多大的獲利?當我們去遊樂區遊玩時,如果是在下午才抵達園區,有的消費者就會開始思考,只剩下半天的時間可以遊玩,卻要購買同樣價格的入場券,絕對是不划算的事。於是經營者便推出了星光票,讓在傍晚或夜間才進場的顧客可以享有優惠,以較便宜的價格享受園區裡的設備。這只是基本的定價策略,卻可能為遊樂園留住了將近一半流失的顧客。

    定價其實是項很好用的行銷利器,但多數企業都忽視了這一點。經營者的擔憂其來有自,他們怕價格定得太低,入不敷出導致虧損;價格訂得太高,市場反應又不理想,就因為陷入了市占率與獲利的兩難,很多人便直接放棄使用這項利器,以簡單、隨興的方式定出價格,然後單靠產品本身與行銷手法來吸引消費者。

    本期作者指出定價是有別於產品與一般行銷手法的一項經營要素。那些忽略定價功效的人,通常只用3種方法來解決他們的定價問題:價格只要比成本高就好、看別人怎麼做就好、揣測消費者心態就好。這些方法都有其各自的缺點,不但使企業少賺了很多錢,也沒有發揮產品本身的優勢。

    只要簡單想想,為何再貴的東西都可以銷售一空,再便宜的東西都可能乏人問津,就可以知道價格不是消費者唯一考量的因素。地點、時效、便利、品牌與產品特性等因素,都會牽動消費者的考量,所以精明的企業就該運用靈活多變的定價策略,來吸引愈來愈精明的消費者。

    針對解決買家與賣家都想為自己爭取最大利益的對立情況,作者列出 9 種創新的定價策略,提供讓消費者願意買帳,又能讓企業獲利的收費方式。此外,作者特別強調一點,雖然他們在探討的是定價的技巧,然而也提醒企業的經營者與行銷人員,應該改變的不是價格,而是訂定價格的程序,如此才能真正成為定價的領導者,這點才是貫穿 9 種定價策略的核心觀念。

    比方說,眾所周知 Google 是靠廣告收益獲利,它提供強大的搜尋引擎和多樣化的功能,吸引了大量的使用者,再以這些流量來收取購買廣告的費用。這類創新的收費方式在過去,甚至現在的大部分產業都不適用。然而在 Google 開啟了此種定價模式之後,也給了其他產業同樣的靈感,為自己的公司創造新的營收方式。航空公司向來是以收取乘客的費用作為主要獲利來源,但現在已有一些具創新思惟的航空公司,找到自己獨特的獲利方式。瑞恩航空 (Ryanair) 是愛爾蘭一家低成本、不提供不必要服務的航空公司,他們提供的很多服務都是免費的。瑞恩航空將自己視為一個雙邊市場的平台,其中一方是旅客,另一方是機場的旅館和租車司機。他們不向原本應該是主要獲利來源的旅客收費,而是向在機場附近營運的租車司機和旅館收費。

    由這兩家公司的作法可以清楚看見,他們考量的重點已經不在於價格,而是改變定價策略的模式。每一家公司都應該思考自己的情況,制訂出最適合自己的定價機制,才能真正做到差異化、發揮產品特性與優勢、吸引專屬顧客等企業目標。今天的行銷人員必須了解到,企業可以為商品做出多種不同定價,以各種價位滿足不同需求的客群。以為消費者仍然無知可欺的定價策略已經要淘汰了,尊重顧客智慧與需求的價格機制才跟得上潮流。當企業擺脫傳統作法,採用針對顧客真正重視的商品所做出的配套定價策略,就更有機會找到一個突破性的新營收模式。
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    Details

    Released
    2010/06/17
    Language
    Traditional Chinese
    File format
    PDF: Fit in large screen
    Provide Adobe DRM
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    Offer DRM free license
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    ID
    10963

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