新时期应对价格竞争的思考

Reflection on Coping with the Price Competition in the New PeriodAuthor

本篇论文论述了新时期价格决策的思路:一是以消费者的理解价值作为定价的依据,是作者在对市场形势、消费者需求心理的变化及消费者购买行为分析的基础上得出的,突破了传统的产品成本定价方法。二是制定价格策略要结合一定时期市场价格竞争的态势,指出在几种不同市场形势下企业可采取的价格策略,这来源于对市场价格竞争实践的分析和总结。三是制定价格策略要与企业一定时期经营目标和战略相配合,是因为价格策略本身就是企业营销策略的一个有机构成,此外也是在企业营销实践中被证实的。这些观点指出了价格竞争的重要思路,能够给人一定的启发。

This article surveys the situations of enterprises' price-setting policy in the new period.Firstly,the price-setting policy should be made in accordance with comsumers' value of understanding,which comes froms the author's analyses of the markets and the consumers' demands as well as their purchasing action and breaks through the traditional practice of cost price-setting policy;secondly,the price-setting policy should be in coherence with the situations of price competition in certain fixed period.Here the author briefs some situstions in which enterprises can vary their own price policies different kinds of markets;And thirdly,the price-setting policy should be consistent with enterprises'management targets and strategy.That's because the price policy itself is one organic part of an enterprise's marketing policy,which has been proved true in marketing practice.All of the views in this article,pointing out an important way for people to think deeply about price competition,may give rise to certain revelation.