運輸價格策略

1、運輸價格策略Pricing strategy of transport industry引導(dǎo)案例：Priceline: Name your pricel Priceline是美國人Jay Walker在1998年創(chuàng)立的一家基于C2B商業(yè)模式的旅游服務(wù)網(wǎng)站l 主要為客戶提供機(jī)票、酒店、租車、旅游保險l 為買賣雙方提供一個信息平臺，以便交易，同時提取一定傭金l 所創(chuàng)立的“Name Your Own Price”（客戶自我定價系統(tǒng)）十幾年來一直是獨樹一幟引導(dǎo)案例：Priceline: Name your price Name Your Own Price Hotels in or near New

2、York, NY Wed., Apr 30 - Thu., May 1Step 1: Choose where you want to stayChoose more than one area in New York City to improve yourchances. Brooklyn detail map Central Park South detail map Chelsea Area detail map Coney Island detail map Downtown - Financial District detail map Best deal Empire State

3、 Building Area detail map Hells Kitchen detail map Long Island City detail map Lower East Side detail map Madison Square Garden - Convention Area detail map Midtown East detail map Midtown West detail map Morningside Heights - Harlem detail map Queensborough Bridge detail map SoHo - Tribeca detail m

4、ap Times Square - Theatre District detail map Union Square - East Village detail map Upper East Side detail map Upper West Side detail mapStep 2: Choose the star level for your hotelThe minimum are shown for select star levelsin your chosen area(s). Star levels may not be available in all areas.5-St

5、ar Luxury Which Hotel?4-Star Deluxe-Plus Which Hotel?4-Star Deluxe Which Hotel? Best deal3-Star Upscale-Plus Which Hotel?3-Star Upscale Which Hotel?2-Star Moderate-Plus Which Hotel?2-Star Moderate Which Hotel?1-Star Economy Which Hotel?Step 3: Name Your Own Price (per room night)Total charges, inclu

6、ding taxes and service fees, are shown on thenext page. Youre protected by our Best Price Guarantee.Name Your Own PriceNot Sure What to Bid?Name Your Own Price Area MapSee more great deals in nearby areas:New York Airports AreaNewark, NJ - MeadowlandsSaddle Brook - Teaneck, NJPriceline hotel partici

7、pants are major national brands or quality independenthotels. We screen participating hotels carefully and update our informationconstantly to ensure you always receive quality accommodations. We will find youa room in a hotel willing to agree to your price in the shaded area.Sign-In | My Profile |

8、My Trips | Check Your Request | First Time Users | Help |12345678910111213141516171819L Lo oa ad di i n ng g M aM ap p. . . . . .71012162113619141817159 2014 Microsoft Corporation 2014 Microsoft Corporation 2013 Nokia 2013 Nokia12345678910111213141516171819Guaranteed AmenitiesmapsatelliteresetUSD$ U

9、SD$ Name Your Own Price Hotels in or near New York, NY Wed., Apr 30 - Thu., May 1Step 1: Choose where you want to stayChoose more than one area in New York City to improve yourchances. Brooklyn detail map Central Park South detail map Chelsea Area detail map Coney Island detail map Downtown - Financ

10、ial District detail map Best deal Empire State Building Area detail map Hells Kitchen detail map Long Island City detail map Lower East Side detail map Madison Square Garden - Convention Area detail map Midtown East detail map Midtown West detail map Morningside Heights - Harlem detail map Queensbor

11、ough Bridge detail map SoHo - Tribeca detail map Times Square - Theatre District detail map Union Square - East Village detail map Upper East Side detail map Upper West Side detail mapStep 2: Choose the star level for your hotelThe minimum are shown for select star levelsin your chosen area(s). Star

12、 levels may not be available in all areas.5-Star Luxury Which Hotel?4-Star Deluxe-Plus Which Hotel?4-Star Deluxe Which Hotel? Best deal3-Star Upscale-Plus Which Hotel?3-Star Upscale Which Hotel?2-Star Moderate-Plus Which Hotel?2-Star Moderate Which Hotel?1-Star Economy Which Hotel?Step 3: Name Your

13、Own Price (per room night)Total charges, including taxes and service fees, are shown on thenext page. Youre protected by our Best Price Guarantee.Name Your Own PricePer Room, Per Night ($USD)$ .00Not Sure What to Bid?Click hereto shop andcompare prices.Reservation Name (Age 21 or older)Name Your Own

14、 Price Area MapSee more great deals in nearby areas:New York Airports AreaNewark, NJ - MeadowlandsSaddle Brook - Teaneck, NJPriceline hotel participants are major national brands or quality independenthotels. We screen participating hotels carefully and update our informationconstantly to ensure you

15、 always receive quality accommodations. We will find youa room in a hotel willing to agree to your price in the shaded area.Sign-In | My Profile | My Trips | Check Your Request | First Time Users | Help |12345678910111213141516171819L Lo oa ad di i n ng g M aM ap p. . . . . .710121621136 2014 Micros

16、oft Corporation 2014 Microsoft Corporation 2013 Nokia 2013 Nokia12345678910111213141516171819 2014 Microsoft Corporation 2014 Microsoft Corporation 2013 Nokia 2013 Nokia引導(dǎo)案例：Priceline: Name your price Name Your Own Price Hotels in or near New York, NY Wed., Apr 30 - Thu., May 1Step 1: Choose where y

17、ou want to stayChoose more than one area in New York City to improve yourchances. Brooklyn detail map Central Park South detail map Chelsea Area detail map Coney Island detail map Downtown - Financial District detail map Best deal Empire State Building Area detail map Hells Kitchen detail map Long I

18、sland City detail map Lower East Side detail map Madison Square Garden - Convention Area detail map Midtown East detail map Midtown West detail map Morningside Heights - Harlem detail map Queensborough Bridge detail map SoHo - Tribeca detail map Times Square - Theatre District detail map Union Squar

19、e - East Village detail map Upper East Side detail map Upper West Side detail mapStep 2: Choose the star level for your hotelThe minimum are shown for select star levelsin your chosen area(s). Star levels may not be available in all areas.5-Star Luxury Which Hotel?4-Star Deluxe-Plus Which Hotel?4-St

20、ar Deluxe Which Hotel? Best deal3-Star Upscale-Plus Which Hotel?3-Star Upscale Which Hotel?2-Star Moderate-Plus Which Hotel?2-Star Moderate Which Hotel?1-Star Economy Which Hotel?Step 3: Name Your Own Price (per room night)Total charges, including taxes and service fees, are shown on thenext page. Y

21、oure protected by our Best Price Guarantee.Name Your Own PricePer Room, Per Night ($USD)$ .00Not Sure What to Bid?Click hereto shop andcompare prices.Reservation Name (Age 21 or older)Name Your Own Price Area MapSee more great deals in nearby areas:New York Airports AreaNewark, NJ - MeadowlandsSaddl

22、e Brook - Teaneck, NJPriceline hotel participants are major national brands or quality independenthotels. We screen participating hotels carefully and update our informationconstantly to ensure you always receive quality accommodations. We will find youa room in a hotel willing to agree to your pric

23、e in the shaded area.Sign-In | My Profile | My Trips | Check Your Request | First Time Users | Help |12345678910111213141516171819L Lo oa ad di i n ng g M aM ap p. . . . . .710121621136 2014 Microsoft Corporation 2014 Microsoft Corporation 2013 Nokia 2013 Nokia12345678910111213141516171819 2014 Micr

24、osoft Corporation 2014 Microsoft Corporation 2013 Nokia 2013 NokiaGuaranteed AmenitiesmapsatelliteresetUSD$ USD$ 引導(dǎo)案例：Priceline: Name your pricel 打破傳統(tǒng)上產(chǎn)品只由賣方而不是買方定價的慣例l 賣方銷售“對時間敏感”的產(chǎn)品，也因此受益l 擁有1900萬使用者，且900萬用戶都訪問網(wǎng)站，年均約11億美元的旅游訂購l 并非所有的產(chǎn)品都適合name your price的商業(yè)模式，最終公司專注于旅游產(chǎn)品的銷售l 客戶在沒有看清旅館、航班細(xì)節(jié)的情況下便被迫成交

25、會造成滿意度下降一般定價方法價格決策影響因素港口定價策略價格調(diào)整策略一般定價方法價格決策影響因素港口定價策略價格調(diào)整策略什么是價格n狹義價格：對產(chǎn)品或服務(wù)所收取的金錢n廣義價格：消費者用來交換擁有或使用產(chǎn)品或服務(wù)利益的全部價值量n特質(zhì)：u價格是營銷組合中唯一創(chuàng)造收益的因素u價格是營銷組合中最靈活的因素u定價和價格競爭是營銷人員面臨最大的難題價格：一個困難而非常重要的決定價格決策影響因素內(nèi)部因素內(nèi)部因素營銷目標(biāo)營銷組合戰(zhàn)略成本組織考慮外部因素外部因素市場和需求競爭對手價格與供應(yīng)政府政策價格決策價格決策價格決策影響因素內(nèi)部因素內(nèi)部因素營銷目標(biāo)營銷組合戰(zhàn)略成本組織考慮外部因素外部因素市場和需求競爭對

26、手價格與供應(yīng)政府政策價格決策價格決策審慎地選擇目標(biāo)市場和市場定位是成功定價的前提定價水平須與企業(yè)營銷目標(biāo)相匹配價格決策必須與產(chǎn)品、渠道和促銷決策相匹配成本是企業(yè)能夠為其產(chǎn)品設(shè)定的底價和下限固定成本+可變成本企業(yè)必須確定由哪個部門來設(shè)定價格價格談判由哪個部門負(fù)責(zé)價格監(jiān)督由哪個部門負(fù)責(zé)價格決策影響因素市場和需求市場和需求決定價格的上限不同市場類型中的定價影響需求與價格的關(guān)系價格決策影響因素價格彈性l 寶潔旗下的佳潔士電動旋轉(zhuǎn)牙刷，先定價再設(shè)計l 市場上同類產(chǎn)品售價為50美金，寶潔定價為5美金，比普通牙刷貴一點l 不進(jìn)行大的推廣，僅在超市設(shè)置try me樣品l 佳潔士電動牙刷占據(jù)40%以上的市場份額

27、l Steinway公司制造高制量的鋼琴，擁有120項工藝專利，每架鋼琴均用高質(zhì)的云杉、樺木制成l Steinway鋼琴幫助鋼琴師成就夢想l Steinway鋼琴均在15萬美金以上，始終堅持溢價定價的準(zhǔn)則一般定價方法價格決策影響因素港口定價策略價格調(diào)整策略 價格制定中的3C模式： 價格制定步驟成本競爭者的價格和代用品價格顧客評估獨特的產(chǎn)品價值低于成本在這個價格下不能獲利高于客戶承受價格在這個價格上不會有需求選擇定選擇定價目標(biāo)價目標(biāo)確定確定 需求需求 估計估計 成本成本選定最選定最終價格終價格選擇定選擇定價方法價方法分析競分析競爭者爭者一般定價方法一般定價方法n成本導(dǎo)向定價法：成本導(dǎo)向定價法：以

28、營銷產(chǎn)品的成本為主要依據(jù)制定價格的方法，最簡單、應(yīng)用相當(dāng)廣泛的定價方法成本加成定價法(Cost-plus pricing)：產(chǎn)品單位成本加上一定比例的毛利定出銷售價P=c(1+r) 目標(biāo)利潤定價法(Target-Return Pricing)：根據(jù)企業(yè)預(yù)期的總銷售量與總成本，確定一個目標(biāo)利潤率的定價方法：單位商品價格=總成本（1+目標(biāo)利潤率）/ 預(yù)計銷量一般定價方法一般定價方法盈虧平衡分析圖盈虧平衡分析圖n需求導(dǎo)向定價法：需求導(dǎo)向定價法：企業(yè)在定價時不再以成本為基礎(chǔ),而是以消費者對產(chǎn)品價值的理解和需求強(qiáng)度為依據(jù)認(rèn)知導(dǎo)向定價法：消費者對企業(yè)提供的產(chǎn)品價值的主觀評判來制定價格的一種定價方法逆向定價

29、法：依據(jù)消費者能夠接受的最終銷售價格，考慮中間商的成本及正常利潤后，逆向推算出中間商的批發(fā)價和生產(chǎn)企業(yè)的出產(chǎn)價格習(xí)慣定價法：按照市場長期以來行成的習(xí)慣價格定價一般定價方法一般定價方法l Caterpillar是一家領(lǐng)先的全球重型建設(shè)和挖掘設(shè)備制造商l 以設(shè)備高定價著稱，比市場同類產(chǎn)品貴20%至30%l 保證產(chǎn)品在保質(zhì)期內(nèi)每立方動土、每噸開采煤炭、每英里平坡路面總成本最低l 增值服務(wù)：保證48小時內(nèi)將組件送到世界任何地方l 杜邦先鋒種業(yè)公司，提供獲得專利的雜交玉米種子l 價格比市場同類約高出15%l 銷售代表為農(nóng)戶提供定制化的種值建方式，提供作物保險、貸款等服務(wù)n競爭導(dǎo)向定價競爭導(dǎo)向定價：企業(yè)通

30、過研究競爭對手的生產(chǎn)條件、服務(wù)狀況、價格水平等因素，依據(jù)自身的競爭實力，參考成本和供求狀況來確定商品價格隨行就市定價法：即將本企業(yè)某產(chǎn)品價格保持在市場平均價格水平上，利用這樣的價格來獲得平均報酬產(chǎn)品差別定價法：企業(yè)通過不同營銷努力，使同種同質(zhì)的產(chǎn)品在消費者心目中樹立起不同的產(chǎn)品形象，進(jìn)而根據(jù)自身特點，選取低于或高于競爭者的價格作為本企業(yè)產(chǎn)品價格密封投標(biāo)定價法：招標(biāo)方只有一個，處于相對壟斷地位，而投標(biāo)方有多個，處于相互競爭地位。標(biāo)的物的價格由參與投標(biāo)的各個企業(yè)在相互獨立的條件下來確定一般定價方法一般定價方法一般定價方法價格決策影響因素港口定價策略價格調(diào)整策略價格調(diào)整策略削價策略n選擇合適的降價時機(jī)：季節(jié)性商品轉(zhuǎn)季銷售減少時，如一些商品因季節(jié)原因?qū)⒁^季時，如夏末夏季服裝要削價處理。 需要為新商品騰出銷售空間時n切忌頻繁降價：如果商品頻繁降價，會讓顧客以為削價商品價格就是該商品的實際價格，這樣削價就對顧客失去了吸引力n掌握合適的削價幅度：削價幅度過小不足以吸引顧客注意，而削價幅度過大，則會讓顧客對商品的品質(zhì)表示懷疑n價格折扣策略：數(shù)量性折扣、季節(jié)性折扣和現(xiàn)金性的折扣