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Jingdong book

情境定价：新市场形势下的制胜定价方式

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Jingdong book

情境定价：新市场形势下的制胜定价方式

Name: 情境定价：新市场形势下的制胜定价方式
Brand: Jingdong book
SKU: 3102004601
Price: 33.12 USD
Availability: OutOfStock

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《情境定价：新市场形势下的制胜定价方式》指出了新商务的一大重要趋势。情境定价是人类继物物交换（一物一价）、明码标价（一般等价，list price）之后的第三种定价方式（一对一精准定价）。它代表了互联网时代，在大数据支持下，针对不同用户不同语境（context），对个性化产品和服务制定不同价格的潮流。
《情境定价：新市场形势下的制胜定价方式》代表了互联网商务前沿最新趋势，包括产消逆转（C2B）的趋势、大数据的趋势等。书中提出重视用户本地数据库的观点（第15章）对当前的大数据有重要指导意义。
《情境定价：新市场形势下的制胜定价方式》对于推动中国商业思想转变，具有特殊重要意义，有助于使人们转变观念，从单纯同质化降价竞争的“中国制造”，转向高附加值的差异化竞争，实现“中国创造”。书中思想新颖，方法独创，具有开创意义，对经济学家、企业家深具启发价值。

Comments

★本书是一本具有开创性意义的著作。它将乏味的客户行为理论和定价政策理论发展成为对于定价的非常有趣的认识。本书内容新颖，笔触幽默，饱含着对于现实生活的观察，是所有关心赢利策略问题的读者的必读。
——哥伦比亚大学哥伦比亚商学院教授劳尔·L.卡茨

Catalogue

致谢
导言

第一部分从产品到情境之路
第一章情境与价目表之死
第二章价值的重要性为什么会在竞争中下降
第三章哪种情境对你更重要
第四章生活在数字化的世界中
第五章价格压力的解药

第二部分诗人和追逐利润最大化者的定价
第六章价格结构
第七章科学捆绑和分层
第八章降低或提高价格的危险方法

第三部分定价程序和营销组合
第九章市场细分、情境和时间
第十章命运的枢纽：定价策略
第十一章更高回报：新产品推广定价策略
第十二章品牌、信息传递与竞争

第四部分管理工具
第十三章首要步骤及失误
第十四章便宜且令人愉悦的定价工具
第十五章关键的情景数据并不在你们公司的数据库里
第十六章可行的系统架构
第十七章创意定价

作者简介
译后记

Book Abstract

《情境定价：新市场形势下的制胜定价方式》：
这些因素就是为什么在两个或两个以上的竞争对手竞争的形势下，每个竞争者能够捕获的价值水平总是低于全部价值捕获——有时甚至是全部丧失。但是产出一般也会高于成本——经常高出很多。
考虑一个经典的竞争状况：有两家公司的产品和股东期望非常类似，但在价值主张和成本方面存在一些差异。它们的产品都可以给买方提供大量的价值，但由于竞争，双方都不能获取所有的价值（无固定价格）。为什么？可以通过研究两个公司之间一个典型的竞争状况得出答案，我们假称这两家公司为A公司和B公司。如图2—1中所示，这两家公司之间有一些正常的差异。
在这个案例中，A公司似乎比B公司提供了更大的价值。也许是因为A公司的数据处理装置运行速度比B公司快30%，或许是其广告受众的家庭平均收入要高于B公司的广告受众，又或许是因为A公司有一个具有更大显示器和更低能耗的飞行监测器。不管什么原因，A公司提供了更大的价值。
通常情况下，这样的产品因为价值增值将要求更高的价格，而我们在进行了彻底的竞争比较和考虑了竞争产品的所有要素之后，一般都能够证明这种溢价的存在。例如，在一家软件公司，其优越的备份能力不被市场重视。原来，事实上该市场的大部分买家并不看重这些增值功能。但是，真正重视该功能的买家，确实是支付了慷慨的溢价。客户产品管理不能进行市场划分，也没有适当地沟通竞争差异。差值应得到市场的认可，因为当除去两个竞争者相似价值构成的时候，价值较低的竞争者（B公司）没有东西可以提供给买方，用来中和A公司提供的更高的价值。
……

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Jingdong book

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