摘要
营销价格策划是现代营销组合的4大重要要素之一,是企业整个营销活动中很重要的一个环节。营销价格的4个构成生产成本、期间费用、利润、税金是制定润滑油价格必须考虑的主要依据。营销价格策略主要受市场需求、商品特点、市场环境结构和价格弹性等影响,按以市场为准绳、维护企业利益原则确定企业定价目标。企业润滑油营销价格在追求灵活性的同时必须坚持严肃性,其基本体系层次有结算价格(包括炼化企业与润滑油厂之间、润滑油厂与销售中心之间)、销售价格。销售价格的确定要处理好基准价、浮动幅度与权限、调整执行时限和适度竞争;针对润滑油的营销价格策略有:地理价格策略、折扣价格策略、优势产品定价策略和阶段价格策略等。
Price is one of the important sectors of marketing, and also is a key link in the marketing chain. The price determination of lubricants mainly depends on production cost, period expense, profits and taxes, and influences by market demand, products characters, market structures and price elasticity. Price policy should conform to the market and benefit of the enterprise, should be both flexible and strict. The price of lubricants mainly consists of inner exchange prices and sale prices. The benchmark price, discount, adjust timetable and suitable adjust range (avoid violent competition) should be handled well at the determination of sale prices. There are some policies on the price of lubricants such as distance prices, discount prices, prices of premium product and period prices, and so on.
出处
《润滑油》
CAS
2003年第z1期4-8,共5页
Lubricating Oil
关键词
润滑油
营销
价格
策略
lubricating oil
marketing
price
policy
