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【繁體】精準訂價:在商戰中跳脫競爭的獲利策略

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【繁體】精準訂價:在商戰中跳脫競爭的獲利策略

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内容簡介

行銷之父 菲利浦科特勒 熱情推薦!
訂價策略權威、暢銷書《隱形冠軍》作者赫曼西蒙最新著作

價格是最有效的獲利引擎!
行為經濟學洞悉微妙價格心理 15種創新訂價策略 12種價格差異化技巧
創造消費者樂於買單、對手無法超越的長期獲利
解析蘋果、保時捷、亞馬遜、IKEAZARANetflixSpotify等訂價的祕密

iPhone訂價策略成功,只是因為價格高人一等嗎?
豐田Lexus LS400的訂價策略在北美大成功,為何到了德國吃不開?
Netflix讓百視達退出市場後漲價6成,用戶不減,但為何引發股價重挫?
華碩小筆電平價上市引爆風潮,為什麼不是聰明的訂價策略?

評估企業唯一重要的決定性因素,就是訂價能力。——股神巴菲特

但是,訂價卻是經營與行銷中最被忽略的環節。本書作者赫曼‧西蒙是全球首屈一指的訂價權威、歐洲著名管理大師,專研訂價四十多年,親身參與許多頂尖企業的訂價策略過程。

西蒙運用行為經濟學洞悉消費者心理、分析環境趨勢對價格的影響、結合企業運作實務,架構出對價格的全方位了解,避開錯誤訂價的陷阱,解答每個經理人都應該知道的訂價問題:

.用成本加成訂價,有什麼問題?用大數據分析來決定價格有用嗎?
.訂高價的成功要素是什麼?低價策略不出錯的關鍵是什麼?
.如何設計彈性價格?如何順利漲價而不會引起消費者反彈?
.軟體、服務等無形商品該怎麼訂價?
.如何策略運用訂價,拉開與競爭對手的差距?
.市場急凍時,擺脫銷量危機該如何訂價?

價格攸關獲利與經營能力,但是90%的企業沒有真正研究過訂價
不了解產品價格、產品愈賣但企業愈沒競爭力

在這本全方位的產品訂價實務書籍中,包含所有與價格相關的必要知識,包括:

.洞悉消費者心態,訂出最大獲利的價格
.高價、低價與奢侈品的成功關鍵,找出產品的價格策略
.根據時間、地點等不同特性區隔市場的價格差異化技巧
.大數據的問題與可能產生的商機
.吸脂策略、滲透策略、免費增值、顧客導向訂價等新型態訂價策略
.碰到價格戰時如何因應

隱形冠軍企業的經理人因為善於主導訂價,所以產品價格往往比市場價格高出10%至15%,報酬率也比同業平均高出2.4%。只有將訂價當作重要的行銷策略,才能跳脫競爭思維,在快速變化的市場中屹立不搖。

訂價是價值的分配,是經理人創造長期績效的重要工具。

西蒙的訂價策略顧問公司在全球有34個據點,參與醫療保健、汽車、電信、消費產品、服務業、網路和工業產品等行業的訂價策略。

不論是製造業還是服務業、實體產品還是虛擬產品、B2B還是B2C,不論是經理人、行銷人或創業者,都可以在書中找到必須要了解的訂價解答!

目錄

自序 訂價大師的告白

第1章 最被忽視的策略工具
第2章 拆解訂價背後的價值思考
第3章 消費者對價格的微妙心理因素
第4章 採取高價策略好,還是低價策略好?
第5章 價格是最有效的獲利引擎
第6章 找出獲利最大的價格
第7章 價格差異化的藝術
第8章 創新的訂價手法
第9章 市場急凍時該如何訂價?
第10章 執行長需要做什麼?
致謝

各界推薦/推薦序

重量推薦

「在訂價的實務問題上,這是我知道最能幫助你擴大思考的書。」——菲利浦‧科特勒(Philip Kotler)美國西北大學凱洛格管理學院莊臣國際行銷學(S.C. Johnson & Son Distinguished Professor of International Marketing)名譽教授

「赫曼‧西蒙是「訂價人」,而且是這個學科中的偉人。他在世界各大公司的訂價研究與實務上有超過四十年的經驗,擁有專業知識來幫助大中小型組織更精明的訂價。這本書將幫助你提升價格管理技巧、訂價策略與戰略,而且也能幫助你的公司。」——凱文‧米歇爾(Kevin Mitchell)專業訂價協會(The Professional Pricing Society, Inc.)董事長

「赫曼‧西蒙會因為新型數位相機提供35%折扣而感覺沮喪,他對支付意願(willingness to pay)的著迷很有感染力,他是過去數十年來促成訂價專業化的重要推手。——威廉.龐士東(William Poundstone)《洞悉價格背後的心理戰》(Priceless: The Myth of Fair Value (and How to Take Advantage of It)作者

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定錨效應

當買家既沒有評估產品品質的知識或工具,又沒有這類產品的價格資訊時,他們會怎麼做?其中一個方法就是在網路上搜尋、閱讀測試報告或詢問朋友,來進行全面的研究,減少資訊落差。這種非常耗時的方法對於購買汽車這樣的重大交易是有必要的。但是當買家買得是價值低很多的東西,不值得投入這麼多精力來調查的時候會怎麼做呢?這時候買家會尋找一個參考點或者「錨點」(anchors)。

有一個古老的故事談到價格的定錨效應(anchor effect)。在一九三○年代,希德(Sid)和哈利(Harry)兩兄弟在紐約經營一家服裝店。希德負責銷售,哈利負責裁縫。每當希德發現有顧客喜歡某件衣服的時候,他就會裝作聽不懂。當客人詢問價格的時候,他就會高聲問在裁縫店後面的哈利。

「哈利,這件西裝多少錢?」

「那件精美的西裝嗎?四十二美元。」哈利大聲地回答。

希德假裝沒聽清楚。

「你說多少錢?」

「四十二美元!」哈利重複一遍。

這時希德會轉過來對顧客說這件西裝是二十二美元,然後顧客會毫不猶豫地掏出二十二美元放在櫃檯上,拎起西裝走出商店。這對兄弟成功的完成定錨價格計畫。

這個方法對昂貴商品同樣有效,特別是與溢價(premium)或聲望效應結合的時候。兩個年輕的建築工人在嘗試加入加州當地工會失敗後,決定建立自己的公司。他們沒有稱自己是水泥工人,而是稱「歐洲建築工匠、建材專家」(European bricklayer. Experts in marble and stones)。為了突出這個定位,其中一個人會在顧客的施工現場仔細測量,然後把結果給同事看。接下來他們會用德語爭論,直到顧客走過來問發生了什麼事。

「我不明白為什麼他會認為這個院子要花八千美元,」負責測量的人把顧客拉到一邊解釋說,「偷偷告訴你,我覺得花七千美元就可以建好。」在和顧客討論一下,又和同伴用德語爭論一下後,顧客最終同意七千美元的出價。

這兩個移民用這種方法建立一門穩定的生意,直到後來其中一個人換工作,那個在施工現場負責測量的澳洲年輕健身愛好者叫作阿諾史瓦辛格(Arnold Schwar-zenegger)。各種來源的資訊最終都可能發揮定錨價格的作用,定錨的過程甚至不需要意識的參與。作為消費者和買家,我們常常在無意中就使用定錨價格。定錨價格不僅對普通消費者有效,專業人士也有效。在一個研究中,汽車專家被邀請評估一輛二手車的價值。有一個人碰巧站在車的旁邊,他在沒有任何提示的情況下評論這輛車的價值。當中立人士給出三千八百美元作為定錨價格以後,參與研究的汽車專家評估這輛車的價值是三千五百六十三美元。但是當中立人士給出兩千八百美元作為定錨價格以後,專家估這輛車的平均價值降至兩千五百二十美元。一個隨機者給出的隨意評價形成一個定錨價格,影響專家們對同一輛車的價格估計出現一千零四十三美元的價差。這兩個研究的平均定錨價格是三千三百美元,以這個價格為基準計算,價差高達三二%。許多研究也發現類似的定錨效應。研究人員做出結論:「定錨是一種根深蒂固的本能反應,難以避免。」

中間價格的魔力

另一個有趣的定錨效應是「中間價格的魔力」(magic of the middle)。某個事物的價格和另一個價格的對比對消費者行為有很大的影響。價格同樣是十美元,可能會引發完全不一樣的行為反應,這取決於在產品組合裡是最高、最低還是中間價格。同樣地,在產品組合裡,替代產品的數量也會對顧客選擇產生很大的影響。

我家農場(一九五○年代飼養毛豬的那個農場)的穀倉大門需要一個掛鎖。上一次什麼時候買掛鎖我已經不記得了,我也不知道一個掛鎖需要多少錢。因此我到五金行,發現很多不同的鎖,價格從四美元到十二美元都有。我應該怎麼選擇呢?一方面,我不需要一個安全性能很高的鎖,安全性很高意味著開價格很貴;另一方面,我不相信便宜鎖的品質。因此我選擇價位中等的鎖,花了八美元。

這告訴我們什麼?當買家既不知道產品的價格區間,也沒有什麼特殊要求(例如, 高品質,低價)時,他們會把注意力集中到中等價位的產品上。這對銷售者有什麼意義?很簡單,這意味著銷售者可以利用產品組合的價格區間引導顧客購買特定價格的商品,而不去關注其他商品。如果那家五金行的掛鎖價格從四美元至十六美元都有, 我很可能會花十美元買一個新的鎖。這會給那家店多帶來二五%的營收,獲利也會隨之增加。不點最貴的酒,也不點最便宜的酒

我們發現顧客在餐廳選擇酒的時候也有同樣的行為。在看完酒單後,大部分的顧客選擇中間價位的酒。只有很少的顧客會選擇最貴或最便宜的酒。中間價位有著神奇的吸引力。在點菜的時候也有類似的效應。假設一家餐廳的主菜價格在十至二十美元之間,那二○%的需求會落在十八美元的主菜上。如果餐廳增加一份二十五美元的主菜,那麼選擇十八美元主菜的比例很可能會增加。類似地,如果餐廳在最便宜的主菜下面增加便宜的主菜,那麼之前最便宜的主菜銷量就會增加,即使很少有顧客在之前嘗過這道菜。道理很簡單。之前最便宜的主菜價格現在向中間價格靠攏了。

買家對產品的客觀品質和價格組合資訊知道得愈少,「中間價格的魔力」作用就愈強。人們甚至認為這樣的購買行為是理性的,因為買家希望用有限的資訊做出最好的選擇。透過選擇中間價位的商品,買家同時降低買到低品質商品和花費過高的風險。然而,賣方不應該過分地利用這個效應,他們在設定特別高或特別低的價格時應該非常謹慎。一個特別高的價格可能會把那些不想花那麼多錢的顧客嚇跑,而一個特別低的價格則可能使顧客開始懷疑產品的品質,嚇跑消費者。

沒有人買的商品卻能創造獲利

價格的定錨效應告訴我們,在一系列產品中一件沒有人購買的商品還是有價值的。下面這個例子就說明這點。一位顧客走進一家行李箱店,打算買一個行李箱。女銷售員問他預算多少。

「大概是兩百美元吧。」顧客說。

「這個價格您可以買到不錯的行李箱。」女銷售員回答。

「但在仔細了解這個價格的行李箱以前,我先向您介紹我們最好的行李箱,好嗎?」女銷售員問,「我並不是要推銷更貴的行李箱,我只是希望讓您全面了解我們的產品。」

然後女銷售員拿出一款九百美元的行李箱。她強調在品質、設計和品牌上,這真的是最頂尖的產品。然後她回過頭來介紹顧客預期價位的產品,但同時讓顧客了解一些價格稍高,介於兩百五十至三百美元的產品。這個顧客會怎麼反應呢?他很可能會買一個兩百五十至三百美元的行李箱,而不是接近兩百美元的商品。九百美元的行李箱所創造的定錨效應讓買家願意支付更高的價格。即使這家店從來沒有賣出過九百美元的行李箱,但僅僅因為它能創造定錨效應,把它保留在產品目錄中都是明智的決定。

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Return Policy

You may return product within 30 days upon receiving the product. Items returned must be new in it's original packing, including the original invoice for the purchase. Customer return product at their own expense.

Sold by King Stone

Service Guarantee

Yami Cross-store Free Shipping over $49
Yami 30-days Return

Yami-China FC

Yami has a consolidation warehouse in China which collects multiple sellers’ packages and combines to one order. Our Yami consolidation warehouse will directly ship the packages to your door. Cross-store free shipping over $69.

Return Policy

You may return products within 30 days upon receiving the products. Sellers take responsibilities for any wrong shipment or missing items. Packing needs to be unopened for any other than quality issues return. We promise to pack carefully, but because goods are taking long journey to destinations, simple damages to packaging may occur. Any damages not causing internal goods quality problems are not allowed to return. If you open the package and any quality problem is found, please contact customer service within three days after receipt of goods.

Shipping Information

Yami Consolidation Service Shipping Fee $9.99(Free shipping over $69)

Sellers in China will ship their orders within 1-2 business days once the order is placed. Packages are sent to our consolidation warehouse in China and combined there. Our Yami consolidation warehouse will directly ship the packages to you via UPS. The average time for UPS to ship from China to the United States is about 10 working days and it can be traced using the tracking number. Due to the pandemic, the delivery time may be delayed by about 5 days. The package needs to be signed by the guest. If the receipt is not signed, the customer shall bear the risk of loss of the package.

Sold by King Stone

Service Guarantee

Free shipping over 49
Genuine guarantee
Ship from Taiwan

Shipping

UPS Ground $11.99(Free shipping over $49)


Seller will ship the orders within 1-2 business days. It will not be shipped between April 7, 2019 and April 4, 2019. Orders during this time will begin shipping on April 8. Thanks for your cooperation.

Yami Points information

All items are excluding from any promotion or points events on Yamibuy.com

Return Policy

You may return product within 30 days upon receiving the product. Items returned must be new in it's original packing, including the original invoice for the purchase. Customer return product at their own expense.

Yami

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About the brand

KingStone

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About the brand

KingStone