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新产品定价策略一般只能借助于预测资料做出一个大概的估计,因此,定价时须慎重。通常采用两种策略。1.“撇奶油”定价策略。“撇奶油”原意是农民从牛奶表面逐层撇取奶油的做法。这种定价策略是在产品价格可行范围内,尽可能定高价策略。新产品一上市就能以其特点和新颖吸引顾客,并且代用品少,而顾客由于无同类产品来进行价格比较,购买时也不太重视价格问题,因而可采用高价策略,以获取厚利。企业在给这些产品定价时,一开始就把价格定得高一些,争取在竞争者未介入市场之前,尽可能获得一些利润,一旦把开发这些新产品的投资成本和利润捞回来,就迅速地放弃这个产品。80年代初,体育玩具“塑料飞蝶”和智力玩具“魔方”曾风行一时,这些产品成本很低,生产技术简单,有的厂商便采用了这种定价策略,卖的价钱很贵,待
The new product pricing strategy generally can only make an approximate estimate with the aid of forecasting data. Therefore, the pricing must be prudent. Two strategies are usually used. 1. “cream ” pricing strategy. “Bream cream” is intended to be a method in which the farmer draws cream from the surface of milk layer by layer. This pricing strategy is to set a high price strategy as far as possible within the price range of the product. When a new product is on the market, it can attract customers with its features and novelty, and there are few substitutes. Since customers do not have similar products to compare prices, they also pay less attention to price when buying, so they can adopt high-price strategies to obtain high profits. When companies price these products, they set the prices higher from the outset and strive to gain as much profit as possible before the competitors are involved in the market. Once the cost of investment in developing these new products is recovered, profits are quickly recovered. Give up this product. In the early 1980s, sports toys, plastic butterflies and puzzles were once popular. The cost of these products was very low, and the production technology was simple. Some manufacturers adopted this pricing strategy. The selling price was very high. Expensive