采购与供应链管理课件07价格

Part1:IntroductionandstrategyWhatispurchasingStrategicpurchasingOrganizationandstructureofsupplyPurchasingproceduresPart2:Strategy,tacticsandoperations（1）：purchasingfactorsStandardandmanagementofqualityrelationshipBuyingattherightpriceSupplyorganizationandsuppliermanagement,supplierrelationships(2)Part3:Strategy,tacticsandoperations（2）：ContrastingapproachestopurchasingContrastingapproachestosupply（2）BuyingfromoverseasPart4:Strategy,tacticsandoperations（3）：logisticsStoringofsupplygoods,materialstransportationPart5:Strategy,tacticsandoperations（4）：supplytools,supplierrelationshipsandperformancenegotiationSupplytoolsPurchasingresearch,performanceandethicsChapter7BuyingattherightpricePriceisdefinedasthevalueofacommodity/servicemeasuredintermsofthestandardmonetaryunit(货币单位位).Inturn,pricecouldinfluencethesupplyanddemand;Demandandsupplycaninfluencetheprice.Therelationshipbetweenpriceanddemand:theriseorfallofpriceinfluencesthedemand..1.Price2.ElasticityofdemandIfaslightchangeinthepricecouldcauseadramaticchangeindemand,thedemandisaelasticdemand..Ifadramaticchangeinthepricecouldcauseaslightchangeindemand,thedemandisinelastic..Priceelasticityofdemand==Changeinquantitydemand(%))//Changeinprice((%)1Therearefewornosubstitutesorcompetitors..2Thereisa‘‘buyerinertia’’—thatis,,buyersareslowtochangetheirbuyinghabitsandsearchforalternativesourceoflowerprices.3Buyerdonotorfailtochallengethehigherprice.2.1WhenDemandislikelytobelesselasticIfdemandiselastic,whensuppliersreducestheirpieceasalowerprice,theirrevenuewillincreaseordecrease??2.2Priceelasticityofsupply1.Give3examplesofhouseholdcommoditiesforwhichdemandiselasticand3ofthoseforwhichdemandisinelastic.2.Give3examplesofcommoditiesformanufacturingwhichdemandiselasticand3ofthoseforwhichdemandisinelastic.Discussion：Ifdemandiselastic,supplierswillconsiderreducingtheirpieceasalowerpricewillresultinenhancedrevenue:2.2PriceelasticityofsupplyPriceelasticityofsupply=Changeinquantitysupplied((%))/Changeinprice((%)DiscussionquestionsWhichofthefollowingstatementsaretrue??municateinformationb.determinesupplyc.measurescarcityvideincentives1.Theitemdealtinmustbehomogeneous(同质的)sothatbuyersareindifferentregardingsellersfromwhomtheymaketheirpurchases—thereisanabsenceoftradeorproprietaryname,,forexample.2.Theitemmustbeeasilytransportable.3.Theremustbemanybuyersandsellerssothattheformercannotartificiallyrestrictdemandorthelattersupply.3.1Conditionforperfectcompetition4.Thereshouldbeanabsenceofreferentialtreatment((优惠政策策)ofordiscrimination（歧视性性待遇））againstanybuyersandsellers..5.Easycommunicationmustexistbetweenbuyersandsellers.3.1ConditionforperfectcompetitionMonopoly（垄断））：NoentryOligopoly（多寡头头垄断））：LimitedentryMonopolisticcompetition(垄断下的的竞争)：competitionbetweensuppliers.3.2ImperfectcompetitionandmonopolySuppliercannotcontrolpriceandquantitysimultaneously..3.2Imperfectcompetitionandmonopoly3.2ImperfectcompetitionandmonopolyOligopolycompetitionIntensecompetitionbetweensuppliers.3.2ImperfectcompetitionandmonopolyDiscussionquestionsPage456,12..5(Privatization,,民营化，，私营化化）1979,MargaretThatcherAnimportantaspectofpurchasingisthenegotiationofthepricetobepaidtothesupplier..Suppliersconditionsinpricingagreements..2pricingmodels.4.Priceagreement4.1Suppliersconsiderationsinpricingagreements:1.Generalcondition：Theirpositioninthemarket,monopoly?Long-termvalueofthepurchaser,promptnessofpaymentandsoonDemandiselastic(wheretherearesubstitutes)orinelastic(wheredemandisnotaffectedbytheprice??).2pricingmodels(twocategories))1）cost-basedmodels：costmark--up((cost-plus)pricingmodel；marginalpricingmodel;rateofreturnpricingmodel.P439定价模式式：成本本加价模模式；利利润空间间定价模模式；收收益率定定价4.Priceagreement2）Market--drivenmodels：Pricevolumemodel((breakevenanalysis))，Marketsharemodel，(profitabilitydependsonpenetrationarrivedbythesupplier)Marketskimming，Currentrevenuepricingmodel(coveroperatingcostratherthanachieveprofits))4.Priceagreement2）Market--drivenmodels：Promotionalmodel(shorttermdiscounts)Marketsegmentpricingmodel（homeandabroad，age--stagemilkpowder）Competitionpricingmodel（dynamicpricing,,section6.9,reverseauctionprocess）4.PriceagreementAnassumptionisthatthemarketispriceinelasticandwillbeattractedtotheuniquecharacteristicsoftheinnovation..Becauseofthehighpriceemployed,theproducttypicallyispositionedtoinnovatorsandearlyadopters.Skimmingisaparticularlyattractivestrategywhenmarketersfacehighinvestmentsinresearchanddevelopment,orproductionandothermarketingrelatedstart-upcostsarehigh.Settingahighpricefortheproducthelpsrecoverthesecostsquickly.MarketskimmingMarketskimmingArecentexampleofmarketskimmingisprovidedbySony’sDigitalMavicaCamera(Exhibit3)).Introducedin1997..Thecamerawaspricedhigh,ataroundeighthundreddollarsperunit.Thiscameraistargetedtoinnovatorsandearlyadoptersofphotographicandcomputerequipment..MarketskimmingItwasdistributedincamera,computer,andelectronicsspecialtystores..Thecamerawaspromotedheavilyinprintandelectronicmediatargetedspecificallytoinitialadopters..Littletelevisionandradioadvertisingwasemployed.Similarly,,littleuseofsalespromotions,suchascouponsandrebateswereusedtosupporttheinitiallaunch.4.2Purchaserconsiderationsinpricingagreements:Purchaserwillconsider:Theriskattachedtothepurchaseandthemethodofpricing.Page441,Figure12.3..Thepurchaser’sposition..Whetherthepurchaseisleverage,strategic,non--criticalorbottleneckproductAnyotherfactors?4.2Purchaserconsiderationsinpricingagreements:Purchaserwillconsider:Whetherthepurchaseisarebuy,modifiedrebuyornewbuyitem..Thenumberofsuppliersinthemarket.Pricespaidbythecompetitors..Whatmaybeconsideredafairprice?5.PriceagreementsFirmpriceagreements:contractsthatarenegotiatedwithfixedpaymentschedules,,paymentbasedonmilestonesorpaymentbasedonfixedfeesoraservice.Allriskarebornebythesupplierandpurchaserknowsfromthestartwhatistobepaid;Incentivetoproduceefficiently;Aminimumofadministrationisinvolved..CostpriceagreementsAfixedpercentageisaddedtotheproductionorconstructioncost--aremoredisadvantageoustothepurchaser,inthat:AllfinancialrisksaccruetothebuyerDifficulttoadminister.Financialandmanagementaccountantsandspecialiststaff.VariationsinfirmandcostpriceagreementsInpractice,factorssuchastheescalationinmaterialcosts,asaresultofinflationorpayrisesduringtheperiodofacontract,theneedtoprovideincentivesorthedifficultyofmeasuringtheworktobedonemakeitdesirabletoreducetheriskstoboththepurchaserandsupplierbyincorporatingvariationsintobothfirmandcosttypecontracts.Table12..2((P445)6价格协协议中采采购方应应考虑的的问题行业固定定价格协协议和成成本价格格协议的变更：：由于在合合同的有有效期内内材料成成本的攀攀升，通通货膨胀胀或工资资增长，，需要对对合同的的执行进进行激励励等因素素，采购购方和供供应方都都乐于对对行业固固定价格格合同和和成本价价格合同同共同协协商出一一些变通通的形式式，以降降低各自自的风险险。TargetcostwithorwithoutmaximumpriceTargetcostwithmaximumprice：theprofitincludetheprofitthatthebothsidehavealreadyagreed.Targetcostwithoutmaximumprice：theagreementcancontinueatanytime.Supplierscouldaskf