运输价格策略

1、运输价格策略Pricing strategy of transport industry引导案例：Priceline: Name your pricel Priceline是美国人Jay Walker在1998年创立的一家基于C2B商业模式的旅游服务网站l 主要为客户提供机票、酒店、租车、旅游保险l 为买卖双方提供一个信息平台，以便交易，同时提取一定佣金l 所创立的“Name Your Own Price”（客户自我定价系统）十几年来一直是独树一帜引导案例：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引导案例：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$ 引导案例：Priceline: Name your pricel 打破传统上产品只由卖方而不是买方定价的惯例l 卖方销售“对时间敏感”的产品，也因此受益l 拥有1900万使用者，且900万用户都访问网站，年均约11亿美元的旅游订购l 并非所有的产品都适合name your price的商业模式，最终公司专注于旅游产品的销售l 客户在没有看清旅馆、航班细节的情况下便被迫成交

25、会造成满意度下降一般定价方法价格决策影响因素港口定价策略价格调整策略一般定价方法价格决策影响因素港口定价策略价格调整策略什么是价格n狭义价格：对产品或服务所收取的金钱n广义价格：消费者用来交换拥有或使用产品或服务利益的全部价值量n特质：u价格是营销组合中唯一创造收益的因素u价格是营销组合中最灵活的因素u定价和价格竞争是营销人员面临最大的难题价格：一个困难而非常重要的决定价格决策影响因素内部因素内部因素营销目标营销组合战略成本组织考虑外部因素外部因素市场和需求竞争对手价格与供应政府政策价格决策价格决策价格决策影响因素内部因素内部因素营销目标营销组合战略成本组织考虑外部因素外部因素市场和需求竞争对

26、手价格与供应政府政策价格决策价格决策审慎地选择目标市场和市场定位是成功定价的前提定价水平须与企业营销目标相匹配价格决策必须与产品、渠道和促销决策相匹配成本是企业能够为其产品设定的底价和下限固定成本+可变成本企业必须确定由哪个部门来设定价格价格谈判由哪个部门负责价格监督由哪个部门负责价格决策影响因素市场和需求市场和需求决定价格的上限不同市场类型中的定价影响需求与价格的关系价格决策影响因素价格弹性l 宝洁旗下的佳洁士电动旋转牙刷，先定价再设计l 市场上同类产品售价为50美金，宝洁定价为5美金，比普通牙刷贵一点l 不进行大的推广，仅在超市设置try me样品l 佳洁士电动牙刷占据40%以上的市场份额

27、l Steinway公司制造高制量的钢琴，拥有120项工艺专利，每架钢琴均用高质的云杉、桦木制成l Steinway钢琴帮助钢琴师成就梦想l Steinway钢琴均在15万美金以上，始终坚持溢价定价的准则一般定价方法价格决策影响因素港口定价策略价格调整策略 价格制定中的3C模式： 价格制定步骤成本竞争者的价格和代用品价格顾客评估独特的产品价值低于成本在这个价格下不能获利高于客户承受价格在这个价格上不会有需求选择定选择定价目标价目标确定确定 需求需求 估计估计 成本成本选定最选定最终价格终价格选择定选择定价方法价方法分析竞分析竞争者争者一般定价方法一般定价方法n成本导向定价法：成本导向定价法：以

28、营销产品的成本为主要依据制定价格的方法，最简单、应用相当广泛的定价方法成本加成定价法(Cost-plus pricing)：产品单位成本加上一定比例的毛利定出销售价P=c(1+r) 目标利润定价法(Target-Return Pricing)：根据企业预期的总销售量与总成本，确定一个目标利润率的定价方法：单位商品价格=总成本（1+目标利润率）/ 预计销量一般定价方法一般定价方法盈亏平衡分析图盈亏平衡分析图n需求导向定价法：需求导向定价法：企业在定价时不再以成本为基础,而是以消费者对产品价值的理解和需求强度为依据认知导向定价法：消费者对企业提供的产品价值的主观评判来制定价格的一种定价方法逆向定价

29、法：依据消费者能够接受的最终销售价格，考虑中间商的成本及正常利润后，逆向推算出中间商的批发价和生产企业的出产价格习惯定价法：按照市场长期以来行成的习惯价格定价一般定价方法一般定价方法l Caterpillar是一家领先的全球重型建设和挖掘设备制造商l 以设备高定价著称，比市场同类产品贵20%至30%l 保证产品在保质期内每立方动土、每吨开采煤炭、每英里平坡路面总成本最低l 增值服务：保证48小时内将组件送到世界任何地方l 杜邦先锋种业公司，提供获得专利的杂交玉米种子l 价格比市场同类约高出15%l 销售代表为农户提供定制化的种值建方式，提供作物保险、贷款等服务n竞争导向定价竞争导向定价：企业通

30、过研究竞争对手的生产条件、服务状况、价格水平等因素，依据自身的竞争实力，参考成本和供求状况来确定商品价格随行就市定价法：即将本企业某产品价格保持在市场平均价格水平上，利用这样的价格来获得平均报酬产品差别定价法：企业通过不同营销努力，使同种同质的产品在消费者心目中树立起不同的产品形象，进而根据自身特点，选取低于或高于竞争者的价格作为本企业产品价格密封投标定价法：招标方只有一个，处于相对垄断地位，而投标方有多个，处于相互竞争地位。标的物的价格由参与投标的各个企业在相互独立的条件下来确定一般定价方法一般定价方法一般定价方法价格决策影响因素港口定价策略价格调整策略价格调整策略削价策略n选择合适的降价时机：季节性商品转季销售减少时，如一些商品因季节原因将要过季时，如夏末夏季服装要削价处理。 需要为新商品腾出销售空间时n切忌频繁降价：如果商品频繁降价，会让顾客以为削价商品价格就是该商品的实际价格，这样削价就对顾客失去了吸引力n掌握合适的削价幅度：削价幅度过小不足以吸引顾客注意，而削价幅度过大，则会让顾客对商品的品质表示怀疑n价格折扣策略：数量性折扣、季节性折扣和现金性的折扣