定价的玄机

• 作 者: 李经康
• 出 处: 企业文明
• 发表日期: 1998年11期
• 关键词: 大众市场 大学问 买卖过程 接受力 对我说 品牌型号 冷气机 心理战术 成本计算 编辑人员

买卖过程中,杀价是门大学问,但很少有人想到,产品定价的学问更大。高明的定价可以给消费者一种“价钱好像不贵”的感觉,而这种感觉就是购买力的基本动力。笔者有个开书社的朋友,他专出“小部头”,借以避开竞争激烈的大众市场。他的行销方式也很特别,不走店销路线,而是以广告直销(划拨),既不会被倒账,又可精确地控制库存(出版社经常“败于”库存)。更绝的是他的定价策略。一般而言,书籍的定价并没有一定的准则,完全看消费者的接受力而定。一本

Bargaining is the door to ask the University, but few people think, product pricing more knowledge. Clever pricing can give consumers a “price does not seem expensive” feeling, and this feeling is the basic driving force of purchasing power. I have a friend of an open book club, he designed a “small head” to avoid the highly competitive mass market. His method of marketing is also very special. Instead of going through the sales and marketing route, he can direct (allocate) advertisements and can neither be repossessed nor controlled precisely (the publisher often “falls victim to” inventory). More absolutely not his pricing strategy. In general, the pricing of books does not have certain guidelines, depending entirely on the acceptability of consumers. One