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一、互补性组合产品的定价组合产品通常指在细分市场上具有一定替代性或互补性的产品。当某种产品只是产品组合中的一个组成部分时,企业要为其制订价格,就必须考虑到整个产品组合中一系列价格之间的连动与比率关系。企业既要考虑到市场需求、产品成本、同行竞争等因素的制约,又要最终使整个产品组合取得整体的最大利润,这就要非常讲究产品组合的定价策略。所谓互补品,指的是只有相互配套才能被消费的商品。在互补品中,价值大且使用寿命长的商品为主件;价值小寿命短的,且需要经常购买的商品为次件。互补品最典型的定价策略,是将主件定以低价,以大大增加产品的竞争能力;而对次件定以高价,以弥补主件低价所损失的利润,并使整个产品组合获得
First, the pricing of complementary combination of products Combination of products usually refers to the market segments have some alternative or complementary products. When a product is only an integral part of the product portfolio, the company must formulate the price for it, and must take into account the linkages and ratios of a series of prices in the entire product portfolio. Enterprises must take into account the market demand, product cost, peer competition and other factors, but also the final product portfolio to make the overall maximum profit, it is very particular about the product portfolio pricing strategy. The so-called complementary products, refers to only the mutual support can be consumed goods. In complementary products, the value of the long service life of the main products; short life expectancy, and often need to buy goods as secondary. Complementary products the most typical pricing strategy is to set the main part at a low price, so as to greatly increase the competitiveness of products; and set a high price on the secondary to make up for the loss of low profit main parts, and make the entire product portfolio