▪ 可计算如下： 固定总成本 200 000元 单位固定成本 200 000／10 000=20元／件 单位可变成本 20元／件 单位总成本 20+20＝40元 预期利润率 15％ 产品售价＝40+40X15％＝46(元／件)
Approaches to International Pricing
. 2)Target-return Pricing: setting a target rate or return P=(C+R)/Q
giving local managers freedom to charge more
营销透视11-3 被误读的国际品牌
Approaches to International Pricing
petition-Oriented Pricing When designing our international pricing policy we will
New product pricing strategy
Skimming Pricing: This is used to reach a segment of the market that is relatively price insensitive and thus willing to pay a premium price for a product
目标利润定价法
▪ 公式为： Ｐ＝（Ｃ＋Ｒ）/Q
▪ 某企业用全部厂房设备进行投资，投资额1500万 元，单位产品成本是300元，年销售量预计为20 000单位，企业希望得到的投资收益率为20％， 则：
▪ 单位价格 =（总成本+投资总额X投资收益率）/销售量 =（300X20 000+15 000 000X20%）/20 000 =450 元
人民币1103.02元
Market-Penetration Pricing
Set a low entry price to secure market acceptance Market-penetration is suitable when : Market is large. 市场大 Demand is elastic. 需求弹性大 Substantial reductions in unit costs can be achieved . 可降价/规模经济 There is a fierce competition in the market. 竞争激烈、技术秘密为多个公司掌握
• Your new product cannot be copied easily. 不容易被仿制 （专利、高新技术或独家经营、竞争对手无/少）
• Demand is substantial and inelastic. 需求足量且缺乏弹性 Advantages of Skimming Pricing 1. High profit margin so R&D costs are quickly recovered. 2. High prices can suggest high product quality. 优质高价暗示 3. High price will limit demand to levels that do not exceed the
Focus on Both Market Conditions and Cost • Market-based pricing -may attract accusations控告 of unfair
pricing and encourage the practice of gray marketing • Strategic pricing- setting minimum standard price while
1)to survive, current profit maximization, to maximize
market share, optimize the quality of products;
2)cost of production;
内部因素 ▪ 企业目标
公司目标 1. 维持生存 2. 当期利润最大化 3. 市场占有率最大化 4. 产品质量最优化
The Elements Influencing International Pricing
▪ 1. Governmental Factors ▪ 2. Economic Factors ▪ 3. International Price Agreement ▪ 4. Market Competition ▪ 5. Consumer Factors ▪ 6. Enterprise Factors:
标
10万元
10.5万元 9.9万元 11万元
International pricing Strategy （1）
Extension Pricing Strategy 统一定价 Adaptation Pricing Strategy 多元定价 Invention Pricing Policy 协调定价
pricing strategy
The Composition of International Price
▪ 1. Production Costs=Fixed Costs+Variable Costs ▪ 2. Distribution Costs ▪ 3. Taxes: tariff, turnover tax ▪ 4. Profit
Penetration Pricing: This is used to stimulate market growth and capture market share by deliberately offering products at low prices
• It is used to acquire and hold share of market
2. The elements influencing international pricing
3. The approaches to international pricing
4. International pricing strategy 5. Some problems related to international
Advantages of Market-Penetration Pricing 1. Immediately enter the market. 2. Generate large sales volume and a large market share. 3. Discourage other firms from introducing competing products.
firm’s production capacities. 4. Greater flexibility --- firms can easily lower the price later.
奢侈品在中国的高定价
• 一瓶LANCOME的”小黑瓶”:
中国——50毫升“精华肌底液”，售价1080元人民币 韩国——100毫升“精华肌底液”，仅售175美元，约 合
Market-Skimming Pricing
Setting high price for a new product Market-skimming pricing is appropriate when:
• Your new product has distinctive features strongly desired by consumers. 显著的特征 （品牌认知度高，质量高）
• This is a practical approach to pricing when a company has high fixed costs and unused production capacity
▪ 某服装厂年产服装2万件，已知总固定成本 为21万元、总变动成本为82万元。用变动成 本定价法计算：边际利润为16万元时，单位 产品销售价格应是多少？此时企业的利润是 多少？在何种情况下，企业应采用该定价法？
价位
低价，敏感型
高价
低价
高价
Approaches to International Pricing
• There are several approaches to pricing in international markets, which include:
1. Cost-Oriented Pricing
【营销透视】11-4：
▪ 微软Vista降千元 首次打破全球统一定价
International pricing Strategy (2)
▪ New product pricing strategy 新产品定价策略 ▪ Psychological pricing strategy 心理定价策略 ▪ Discount pricing strategy 折扣与折让定价策略 ▪ Geographic pricing strategy 地理定价策略 ▪ Companion products pricing 补充品定价策略
have previously carried a survey of our competitor's prices in our different target markets. We will be able to act according to this information one-way or the other. It will be a basic reference when establishing our own prices. In this respect, Internet is a valuable research tool for the exporter.