价格策略：价格策略是指企业通过对顾客需求的估量和成本分析，选择一种能吸引顾客、实现市场营销组合的策略。物流企业的成本比较复杂，包括运输、包装、仓储等方面。所以价格策略的确定一定要以科学规律的研究为依据，以实践经验判断为手段，在维护生产者和消费者双方经济利益的前提下，以消费者可以接受的水平为基准，根据市场变化情况，灵活反应，客观买卖双方共同决策。价格策略就是根据购买者各自不同的支付能力和效用情况，结合产品进行定价，从而实现最大利润的定价办法。价格策略是一个比较近代的观念，源于十九世纪末大规模零售业的发展。在历史上，多数情况下，价格是买者做出选择的主要决定因素；不过在最近的十年里，在买者选择行为中非价格因素已经相对地变得更重要了。但是，价格仍是决定公司市场份额和盈利率的最重要因素之一。在营销组合中，价格是唯一能产生收入的因素，其它因素表现为成本。

Price strategy: Price strategy refers to the strategy that an enterprise chooses to attract customers and realize marketing mix by estimating customer demand and cost analysis. The cost of logistics enterprises is relatively complex, including transportation, packaging, warehousing and so on. Therefore, the determination of price strategy must be based on the research of scientific laws, judged by practical experience, on the premise of safeguarding the economic interests of both producers and consumers, on the basis of acceptable level of consumers, according to market changes, flexible response, and objective decision-making by both buyers and sellers. Price strategy is based on the buyer's different payment ability and utility, combined with product pricing, so as to achieve maximum profit pricing method. Price strategy is a relatively modern concept, which originated from the development of large-scale retail industry at the end of the nineteenth century. Historically, prices have been the main determinant of buyers'choices in most cases, but in the last decade, non-price factors have become relatively more important in buyers' choices. However, price is still one of the most important factors determining the company's market share and profitability. In the marketing mix, price is the only factor that generates revenue, while other factors are cost.

在第一次制定价格时，企业要考虑以下因素：（1）定价目标；（2）确定需求；（3）估计成本；（4）选择定价方法；（5）选定最终价格。

价格策略定价目标

企业的定价目标是以满足市场需要和实现企业盈利为基础的，它是实现企业经营总目标的保证和手段。同时，又是企业定价策略和定价方法的依据。

企业定价目标

扩展目标 维持企业生存

扩大企业规模

多品种经营

利润目标 最大利润

满意利润

预期利润

销售量增加

销售目标 扩大市场占有率

争取中间商

竞争目标 稳定价格

应付竞争

质量优先

社会目标 社会公共事业

社会市场营销概念

价格策略确定需求

价格会影响市场需求。在正常情况下，市场需求会按照与价格相反的方向变动。价格上升，需求减少；价格降低，需求增加，所以需求曲线是向下倾斜的（图1）就威望高的商品来说，需求曲线有时呈正斜率。例如：香水提价后，其销售量却有可能增加。当然，如果提的太高，需求将会减少。

In the first price setting, enterprises should consider the following factors: (1) pricing objectives; (2) determining demand; (3) estimating cost; (4) selecting pricing methods; (5) selecting final price.

Pricing Target of Price Strategy

The pricing goal of an enterprise is based on satisfying the market demand and realizing the profit of the enterprise. It is the guarantee and means to realize the general objective of the enterprise. At the same time, it is the basis of enterprise pricing strategy and pricing method.

Enterprise Pricing Target

Expanding Goals to Maintain Enterprise Survival

Expanding enterprise scale

Variety management

Profit Target Maximum Profit

Satisfactory Profit

Expected profit

Increased sales

Sales target enlarges market share

Strive for middlemen

Competitive Target Stabilized Price

Dealing with Competition

Quality First

Social Goals Social Public Utilities

The Concept of Social Marketing

Price strategy determines demand

Price will affect market demand. Normally, the market demand will change in the opposite direction to the price. Price increases, demand decreases; price decreases, demand increases, so the demand curve is downward inclined (Figure 1). For prestigious commodities, the demand curve sometimes shows a positive slope. For example, when the price of perfume increases, its sales may increase. Of course, if the increase is too high, demand will decrease.

企业定价时必须依据需求的价格弹性，即了解市场需求对价格变动的反应。价格变动对需求影响小，这种情况称为需求无弹性；价格变动对需求影响大，则叫做需求有弹性。需求的价格弹性由下面公式确定。

需求量变动百分比　 AQ/Q

需求的价格弹性= —————————— = ————

价格变动百分比　 AP/P

在以下条件下，需求可能缺乏弹性：

（1）代用品很少或没有，没有竞争者；

（2）买者对价格不敏感；

（3）买者改变购买习惯较慢和寻找较低价格时表现迟缓；

（4）买者认为产品质量有所提高，或认为存在通货膨胀等，价格较高是应该的。

如果某产品不具备上述条件，那么产品的需求有弹性，在这种情况下，企业应采取适当降价，以刺激需求，促进销售，增加销售收入。

价格策略估计成本

需求在很大程度上为企业确定了一个最高价格限度，而成本则决定着价格的底数。价格应包括所有生产、分销和推销该产品的成本，还包括对公司的努力和承担风险的一个公允的报酬。

1、成本类型

固定成本，在短期内不随企业产量和销售收入的变化而变化的生产费用。如：厂房设备的折旧费、租金、利息、行政人员薪金等。与企业的生产水平无关。

可变成本，随生产水平的变化而直接变化的成本。如：原材料费、工资等，企业不开工生产，可变成本等于零。

2、长短期成本变化的规律。

价格策略选择定价方法

定价方法，是企业在特定的定价目标指导下，依据对成本、需求及竞争等状况的研究，运用价格决策理论，对产品价格进行计算的具体方法。定价方法主要包括成本导向、竞争导向和顾客导向等三种类型。

Enterprise pricing must be based on the price elasticity of demand, that is, to understand the market demand response to price changes. Price changes have little impact on demand, which is called demand inelasticity; price changes have a large impact on demand, which is called demand elasticity. The price elasticity of demand is determined by the following formula.

Percentage of change in demand AQ/Q

Price elasticity of demand=——————————=————

Percentage of price change AP/P

Demand may be inelastic under the following conditions:

(1) There are few or no substitutes and no competitors;

(2) Buyers are insensitive to price;

(3) Buyers are slow to change their buying habits and slow to find lower prices;

(4) Buyers believe that the quality of products has improved, or that there is inflation, etc., higher prices should be.

If a product does not meet the above requirements, then the demand for the product is flexible. In this case, the enterprise should take appropriate price reduction to stimulate demand, promote sales and increase sales revenue.

Cost Estimation by Price Strategy

Demand to a large extent determines a maximum price limit for enterprises, while cost determines the bottom price. Prices should include all costs of production, distribution and marketing of the product, as well as a fair reward for the company's efforts and risks.

1. Cost Type

Fixed cost is the production cost that does not change with the change of enterprise output and sales income in a short time. Such as: depreciation of plant equipment, rent, interest, salary of administrative personnel, etc. It has nothing to do with the level of production of an enterprise.

Variable cost, the cost that changes directly with the change of production level. For example: raw material fees, wages, etc., enterprises do not start production, variable costs equal to zero.

2. The law of long-term and short-term cost change.

Price Strategy Selection Pricing Method

Pricing method is a specific method of calculating product price under the guidance of specific pricing objectives, based on the research of cost, demand and competition, and using price decision theory. Pricing methods mainly include cost-oriented, competition-oriented and customer-oriented.

（一）成本导向定价法

以产品单位成本为基本依据，再加上预期利润来确定价格的成本导向定价法，是中外企业最常用、最基本的定价方法。成本导向定价法又衍生出了总成本加成定价法、目标收益定价法、边际成本定价法、盈亏平衡定价法等几种具体的定价方法。

1、总成本加成定价法。在这种定价方法下，把所有为生产某种产品而发生的耗费均计入成本的范围，计算单位产品的变动成本，合理分摊相应的固定成本，再按一定的目标利润率来决定价格。

2、目标收益定价法。目标收益定价法又称投资收益率定价法，是根据企业的投资总额、预期销量和投资回收期等因素来确定价格。

3、边际成本定价法。边际成本是指每增加或减少单位产品所引起的总成本变化量。由于边际成本与变动成本比较接近，而变动成本的计算更容易一些，所以在定价实务中多用变动成本替代边际成本，而将边际成本定价法称为变动成本定价法。

4、盈亏平衡定价法。在销量既定的条件下，企业产品的价格必须达到一定的水平才能做到盈亏平衡、收支相抵。既定的销量就称为盈亏平衡点，这种制定价格的方法就称为盈亏平衡定价法。科学地预测销量和已知固定成本、变动成本是盈亏平衡定价的前提。

（二）竞争导向定价法

在竞争十分激烈的市场上，企业通过研究竞争对手的生产条件、服务状况、价格水平等因素，依据自身的竞争实力，参考成本和供求状况来确定商品价格。

(1) Cost-oriented pricing method

The most common and basic pricing method for Chinese and foreign enterprises is the cost-oriented pricing method, which is based on the unit cost of the product and the expected profit to determine the price. Cost-oriented pricing method also derives several specific pricing methods, such as total cost plus pricing method, target income pricing method, marginal cost pricing method, break-even pricing method, etc.

1. Total cost plus pricing method. Under this pricing method, all expenditures incurred for the production of a certain product are included in the cost range, the variable cost of a unit product is calculated, the corresponding fixed cost is reasonably allocated, and the price is determined according to a certain target profit margin.

2. Target income pricing method. Target income pricing method, also known as investment rate of return pricing method, is based on the total investment of enterprises, expected sales and investment payback period and other factors to determine prices.

3. The marginal cost pricing method. Marginal cost refers to the amount of change in total cost per unit product increased or decreased. Because the marginal cost is close to the variable cost, and the calculation of the variable cost is easier, the variable cost is often used to replace the marginal cost in pricing practice, and the marginal cost pricing method is called the variable cost pricing method.

4. Balance of profit and loss pricing method. Under the condition of fixed sales volume, the price of enterprise's products must reach a certain level in order to achieve the balance of profit and loss and balance of revenue and expenditure. The established sales volume is called the break-even point, and this pricing method is called the break-even pricing method. Scientific forecasting of sales volume and known fixed cost and variable cost is the premise of break-even pricing.

(2) Competition-oriented pricing method

In the fiercely competitive market, enterprises determine commodity prices by studying competitors'production conditions, service conditions, price levels and other factors, according to their competitive strength, referring to the cost and supply and demand conditions.