定价的策略和战术.PPT

2020/7/14,1,TheStrategyandTacticsofPricing定价的策略和战术,2020/7/14,2,TheCost-PlusDelusion加成定价法的谬误,Financialprudence出于财务谨慎的考虑Howtodeterminemark-up?如何决定加成比例?Overpricinginweakmarketsandunder-pricinginstrongmarkets在疲软市场的过高定价和在强劲市场的过低定价,2020/7/14,3,ValueByCustomers消费者认定的价值,Affordablebutsufficientlysportycar消费者需要既买得起又潇洒漂亮的跑车In1964,FordmetthechallengewithitsMustang,atabasepriceof$2,368.1964年福特推出定价为2368美元的Mustang车来迎接这项挑战Netprofitsof$1.1Billion,in1964dollars,injustthefirsttwoyears在最初的两年间净利达11亿美元,2020/7/14,4,DevelopinganEffectivePricingStrategy设定有效的订价策略,customerswillingnesstopayforthegoodorservice消费者的购买意愿costofprovidingthegoodorservice生产成本degreeofcompetition竞争程度,2020/7/14,5,DemandCurve,I需求曲线,2020/7/14,6,DemandCurve,II需求曲线,themaximumpricetheconsumeriswillingtopay/marginalbenefit顾客愿意支付的最高价格/边际利益themorethelessdesirable/diminishingmarginalbenefit越多就越不热切/边际利益递减,2020/7/14,7,DemandandIncome需求和收入,Normal/inferiorproducts正常/劣等品Internationalandregionalbusiness国际和区域业务expectedincome期望收入IrrationalexuberanceinU.Sinthe1990s.美国90年代末：非理性旺盛DeflationinJapaninthepastdecade日本最近十几年：通货紧缩,2020/7/14,8,FoeorFriend是互替还是互补,Pricesofrelatedproducts相关产品的价格Substitutes:chicken/beef,video/movie替代品:鸡/牛肉,录像/电影Complements:meat/wine,movie/popcorn互补品:肉食/葡萄酒,电影/爆米花,2020/7/14,9,Howtosecurecomplements?怎样得到互补品的支持?,DanRyan为给Machitosh定价,1Megabit的DRAM库存该是多少成本呢?,2020/7/14,29,SunkCost沉没成本,定义：已经或承诺支出、无法挽回的成本先前的承诺计划期的长短,2020/7/14,30,ACommonExcuse不敌外来竞争的共同借口：需承担大量退休员工的福利,Japanesecarmanufacturersvis-vistheU.S.automakers美日汽车公司之间的竞争Stated-ownedenterprisesversusforeign-investedcompaniesinChina中国国企与外资企业之间的竞争,2020/7/14,31,DaimlerChrysler:合并能节省多少?,2000十一月:第三季度报告亏损1999-2002,美国汽车工会协议无论如何，必须支付合同工资的95%最初42星期,由州失业基金会资助,2020/7/14,32,广告支出,广告的益处提高需求advertisingelasticity=%increaseindemandfrom1%increaseinadvertising广告的弹性=每增加1%的广告支出所导致的需求增加的百分数,2020/7/14,33,AdvertisingElasticities广告弹性,2020/7/14,34,利润最大化的广告支出,Profit-maximizingadvertising/sales=incrementalmarginxadvertisingelasticity利润最大化的广告支出/销售量=边际毛利X广告弹性incrementalmargin=(price-MC)边际毛利=价格-边际成本,2020/7/14,35,Prozac再普乐:广告支出,Competitionfromgenericswould普药带来的竞争会导致reduceincrementalmargin边际毛利减少raiseadvertisingelasticity广告弹性增加,2020/7/14,36,1999年2月,英特尔(Intel),英特尔发行奔腾III(Pentium-III)定价高，即边际毛利大与AMD的新K6-III芯片竞争，即广告弹性大英特尔(Intel)加倍广告支出,达到3亿美元,2020/7/14,37,UniformPricing:Shortcomings单一订价策略的缺点,leavesbuyerswithalotofsurplus给购买者留下很多剩余doesnotselltoeverypotentialbuyer并没有出售给每个潜在的购买者,2020/7/14,38,CompletePriceDiscrimination完全价格歧视,priceeachunitatbuyersbenefitandsellquantitywhereMB=MC每单位的价格订为购买者的边际利益；卖到边际利益等于边际成本maximumprofit(利润最大化)differentfromMR=MC(与MR=MC不同)implementation:mustknowentiremarginalbenefitandmarginalcostcurves实施:必须知道整个边际利益和边际成本的曲线,2020/7/14,39,HysterectomyinHongKong香港的子宫切除术,pricerangingfromHK$20,000toHK$200,000evenforsameoperationandtreatment同样的手术，但价格却从港币2万元到20万元不等.chargingpatientsaccordingtotheirmeansasaHK“tradition”(Dr.LeongChe-hung,SCMP,April26,1999)根据病人的支付能力收费,是香港的“传统”,2020/7/14,40,DirectSegmentDiscrimination直接板块歧视,Differentincrementalmargin%toeachidentifiablesegment对每个不同的市场板块,设定不同的边际毛利率WithineachsegmentIM%=-1/eImplementation:实施:Fixed,identifiablecharacteristic-basicforsegmentation必须具有固定的,可识别的特征Nore-sale防止转销,2020/7/14,41,PreventingResale:“NotforRetailSale”防止转销:“不得零售”,Heinzserves亨氏institutionalcustomers(foodservice,restaurants)directly直接把产品销往机构客户retailcustomersindirectlythroughsupermarketsandgrocerystores通过超级市场和杂货店间接服务零售客户,2020/7/14,42,NYNEXTelephoneServiceNYNEX电话服务,NewYorkCity纽约市residential-$16/month民用每月16美元business-$23/month商用每月23美元Howisdiscriminationpossible?歧视是如何实现的?,2020/7/14,43,DiscriminationbyLocation根据地理位置实行歧视,suitableforinternationalbusiness适用于国际业务pricedifferentialparallelimports价格差异并行进口managingthegraymarket灰色市场的管理,2020/7/14,44,AsianWallStreetJournal亚洲华尔街日报,2020/7/14,45,WhichCoca-Cola?哪个可口可乐?,TwokindsofCoca-colasoldinJapan.AmericanCoke:$5.50(wholesalepriceinAmerican),$11.50(wholesalepriceinJapan),and$18.30(retailpriceinJapan)MadeinJapan:$20.00(wholesalepriceinJapan),$27.40(retailpriceinJapan)LucrativeJapanesemarket:5%volume,butatleast20%profit在日本有两种可口可乐美国可口可乐:5.5美元(美国批发价格),11.5美元(日本的批发价格),18.3美元(日本的零售价)日本制造:20美元(日本批发价),27.4美元(日本零售价)可口可乐的日本市场占其总销量5%,但利润贡献却超过20%,2020/7/14,46,DiscriminatingbyAge根据年龄实行价格歧视,Discountpricesforchildrenandseniorcitizens,andregularpricesforadults.MoviestheatresThemeparksBusandsubwayservice老人和小孩享有折扣价,成人正规价电影院主题公园交通服务,2020/7/14,47,IndirectSegmentDiscrimination间接板块歧视,structurechoicetoearndifferentincrementalmarginsfromeachsegment通过为不同市场板块设计不同的产品来实现价格歧视，赚取利润Implementation实施sellercontrolssomevariabletowhichsegmentsaredifferentiallysensitive销售商控制一些变量,不同板块对其具有不同的敏感性buyerscannotcircumventthevariable购买者无法回避这些变量,2020/7/14,48,NorthwestAirlinesMinneapolis-NewYork西北航空公司,明尼宝利士至纽约,2020/7/14,49,ChineseEmbassyinSingapore中国驻新加坡大使馆,2020/7/14,50,PricingPolicies:Ranking不同订价策略的比较,2020/7/14,51,Bundling捆绑,Strategy策略purebundling纯粹捆绑mixedbundling混合捆绑“ifeverysegmentwaswildaboutonethingandhatedtherest,theyhavedonetheirjob”(Economist)“如果每类顾客都对某一产品狂热而讨厌其它产品,捆绑便会是最优订价策略”(经济学家),2020/7/14,52,PricingCableTelevisionPrograms有线电视节目定价,2020/7/14,53,PricingConcertSeries系列音乐会订价,2020/7/14,54,DiplomacyofPriceCompetition价格竞争的外交术,Notwinningpricingbattles,butpreventingthosethatarenotworthfighting不是赢得价格战,而是避免不必要的价格战evaluatingmanagersnotonlybytheirabilitytowinsalesandmarketsharebutalsobytheirabilitytoachieveprofitabilityoverthelonghaul评估经理们,不要光看他们赢得销售和市场份额的能力,还要看他们达到长期赢利的能力,2020/7/14,55,StoptheWarBeforeItStarts让价格战胎死腹中,Revealyourstrategicintentions披露你的策略意图price-matchingpolicies价格匹配政策Revealyourcostadvantage披露你的成本优势StandardOil标准石油公司Walmart沃尔玛,2020/7/14,56,RespondingwithNonpriceActions非价格竟争的回应,Focusonquality专注于质量Ritz-CarltoninMalaysia马来西亚的Ritz-CarltonAlertcustomerstoriskofpoorquality提醒顾客劣质的风险Pharmaceuticalbusiness制药业Seekhelp寻求援助fromgovernments,suppliers,customers,vendors,channelpartners,independentsalesrepresentatives从政府,供应商,顾客,技术提供商,分销伙伴,独立销售代表那里寻求援助,2020/7/14,57,UsingSelectivePricingActions有选择的价格竞争,Modifyonlycertainprices只调低某些价格Northwestv.SunCountryAirlines西北航空对SunCountry航空FightBrands引进战斗性品牌3MPQingDaoBeer青岛啤酒,2020/7/14,58,ConsistentDiscountPricing与价格折扣相应的措施,Discountbetiedtotheeliminationoftheserviceorfeaturethatthecustomerclaimsnottovalue.取消客户认为没有价值的服务和功能Thecustomercommitstoacceptanegotiatedpriceifitisapprovedbythesalespersonsmanagement.客户承诺接受谈判好的价格Thecustomercommitstoalong-termpurchaseagreementinreturnforgainingadiscount.客户承诺长期的购买协议。,2020/7/14,59,AggressivePricing进攻性订价,Enjoyasubstantialcostadvantage(Wal-Mart,StandardOil)享有巨大的成本优势Attackcompanieswithlargemarketshares(Sprintv.AT&T；Bigv.Gillette)攻击拥有较大市场份额的公司,2020/7/14,60,GenericPricingStrategies普遍适用的定价策略,Skimming:settingpricehighrelativetotheeconomicvalueofmostpotentialcustomers撇脂策略:设定高价格，为少数优质客户服务Penetration:settingpricelowrelativetotheeconomicvalueinordertogainfromhighmarketshareorvolume簿利多销策略:以低廉的价格来获取庞大的市场份额或销量Neutral中性,2020/7/14,61,WineWar-Production葡萄酒之战-生产,Australian,American,andChileanwinemakersworkinsteady,hotweathersthatproduceregularharvestsandconsistentwines/freetoplant/addingoakchipstowinethatisfermentinginsteelbarrels持续炎热的气候调节使得澳大利亚,美国及智利的葡萄酒生产商可以有稳定的葡萄收成,制造出的葡萄酒质量也有保障/可以自由种植/用铁桶发酵葡萄酒,但在里面加入橡木片.,BordeauxandBurgundyproducersmustdealwithunpredictableweather/strictlimitsonwhattypesofgrapescanbegrowninaparticularregionandhowtheyareplantedandpicked/ageingthewineinoakbarrels(法国)波尔多和勃艮第的生产商所面对的是多变的气候/对于哪些地区可以种植哪类葡萄,以及如何种植,如何挑选都有严格的限制/用橡木桶发酵葡萄酒,2020/7/14,62,WineWar-Marketing葡萄酒之战-营销,Frenchsystemoflabelingbygeographicorigin/mystifyinglabels/Bordeauxaloneboasts20,000differentproducers/cannotaffordtohavetheglobalmarketing/emphasizeonupper-classescustomerswhoshopinspecializedwineshop法国以产地作为葡萄酒的标识/这种标识不易辨认/仅波尔多地区就有2万多家不同的生产商/规模不足,无法打入全球市场/重点针对那些在专门的葡萄酒商店购买葡萄酒的高端客户Source:BusinessWeek,September2001资料来源:商业周刊,2001年9月,Labelbytypeofgrape/clear-cutlabels(eightgroupingsinNewYorkCity)/ThreeAustraliancompaniesdominate80%ofhomemarket/canaffordtohaveglobalmarketing/focusonnewdrinkerswhoshopwinesinsupermarkets新世界葡萄酒商以葡萄类别作为葡萄酒的标识/这种标识容易区分(纽约市将葡萄酒划分为8大类)/三家澳大利亚的公司占领其国内市场80%的份额/规模足以进军全球市场/针对那些对葡萄酒并不熟悉,在超市购买葡萄酒的客户,2020/7/14,63,Beauty-ProductsBusiness美容产品,LOrealhasdominatedthe$90billionbeauty-productsindustrybywooingwomenwithParisianchic欧莱雅依仗其“巴黎魅力”获得众多女性的青睐,在总产值九百亿美元的美容产品行业中占领主导地位P&G,aleaderinsoapanddiaperbusiness,leapfroggedLOrealleadingpositioninmass-marketbeautyproductsthroughthe$50billiontakeoverofClairolin2001宝洁原来只是肥皂及尿布市场中的佼佼者,但是当它于2001年以500亿美元收购依卡露公司之后,就超越了欧莱雅在美容产品市场上的地位,2020/7/14,64,LOrealv.P&G欧莱雅与宝洁的较量,P&G:thewomenwhospeakforitsbeautyproductsareunknowns/useno-nonsensecomparativeadvertisingincosmetics宝洁:选用的广告模特都是些不知名的人/认为化妆品广告应实实在在,只需要让顾客了解该公司产品与其他公司产品不同之处即可LOreal:employdozensofmodelsandactresses/Incosmetics,“youhavetoinform,convincebutalsoseduceconsumersandnotjustramfactsdowntheirthroats.”欧莱雅:花钱请来好多有名的模特和演员/认为在化妆品广告中,“你不仅要让顾客了解产品,你还要诱使她们购买产品单纯的讲述事实是不行的.”JustasP&Gtriedtopenetratethehigh-endbeauty-productmarketdominatedbyLOreal,LOrealbegantosellmoreshampoos宝洁正试图进入由欧莱雅所控制的高端美容产品市场,而同时欧莱雅也正尝试销售更多的洗发水Source:AWSJ,January10-12,2003,A1资料来源:AWSJ,2003年1月10日-12日,2020/7/14,65,DKNYDealMayNotFitLVMH收购DKNY对于LVMH来讲可能并非正确决策,LVMH,acollectionofbrandnameproductssuchasLVandChristianDior,failedtoacquireGiorgioArmani,andboughtDKNY($643millionin2001)instead.LVMH旗下原来都是那些非常著名的世界级品牌,比如LV和ChristianDior,它也曾经想要收购GiorgioArmani,但是未能成功,于是它转而收购了DKNY(2001年,以6亿4千3百万美元成交)DKNYsoldclothesindiscounters(TJMaxx,Marshalls,MensWearhouse)andsome200departmentstoressuchasDillardsandMacys/focusedonsalesthroughlowpricesandhighvolumesDKNY的服饰在折扣店(如TJMaxx,Marshalls,Menswearhouse等)以及200多家百货公司(如Dillards及Macys)销售/采用的是低价,高销量的策略,2020/7/14,66,NewStrategies新的策略,Controlofretailchannels/Curbspecial-ordersalestodiscounters/salethroughupscalechainssuchasNeimanMarcusandSaksFifthAvenue控制销售渠道/减少提供给折扣店的特别定单/通过NeimanMarcus和SaksFifthAvenue这种高档次的渠道销售cutdownproduction/discouragepricediscountsbyretailers减产/阻止零售商折价销售MadeinItaly(lowcost/thespecialcachet)选择在意大利生产(成本低/高品质的象征)DevelopaccessoriesforDKNYbrand设计开发DKNY品牌的配饰Source:AWSJ,March26,2002,A1资料来源:AWSJ,2002年3月26日,A1,2020/7/14,67,ProfitGoesUpinSmokeintheTopU.S.TobaccoFirms美国最大的烟草公司利润急剧下滑,50-yearconsolidationledbyPhilipMorrisandReynolds/cozyoligopoly/regularandheftypriceincreasestofuelprofitgrowth美国烟草行业经过了近50年的合并浪潮,产生出两家最大的烟草公司,PhilipMorris和Reynolds/寡头垄断/持续的大幅度提价来保证公司利润增长Dramaticpriceincreasessince1997/1998,becauseofhugesettlementpayments($246billionsettlementsover25year),andincreasesinstatecigarettetax(from$.42in2001to$.62in2002)1997至1998年间开始出现大幅度的价格增长,主要因为烟草行业承诺支付巨额的庭外和解费用(未来的25年中共要支付两千四百六十亿美元),另外,州政府的香烟税也大幅上涨(从2001年的0.42美元一盒涨到2002年的0.62美元)loyalcustomersquitentirely(7%dropin1999ascomparedwith1-2%peryearinthepast)orswitchfrombrandnamecigarettestosuper-cheapcigarettesmadebysmallmanufacturers原来的忠实客户有的干脆戒烟(1999年香烟销售量减少7%,而以前每年只减少1-2%),剩下的人当中,有一部分从抽高档烟转成抽那些小生产商生产的低价烟.,2020/7/14,68,Counter-StrategiesbytheBigFour四大烟草公司的应对策略,Resorttomarketingandadvertising,remindingbuyerswhytheyshouldpaymoreforpremiumbrands通过营销手段和广告提醒人们花多一些钱买高价烟Pricediscounts:profitsper1,000cigarettesfell57%and70%,respectively,inPhilipMorrisandReynolds,inthe4thQ2002comparedwiththeyear-earlier价格折扣:与一年前相比,2002年第四季度,PhilipMorris和Reynolds每销售1000支香烟的利润分别降低了57%和70%Launchtheirownlow-endbrands推出它们自己的低端香烟品牌AskU.S.FoodandDrugAdministrationtoregulatecigarettes要求美国食品及药物管理局规范香烟市场Source:AWSJ,October30,2002,pageA1资料来源:AWSJ,2002年10月30日,A1,