企业如何才能摆脱价格战的恶性循环

How can companies get rid of the vicious cycle of price war

价格竞争是目前企业最常用、也是最容易应用的一种竞争形式,但也经常使企业陷入价格战的恶性循环中。针对这一问题,介绍了四种帮助企业走出价格困境的方法:价值导向定价,突显产品优势;适度高价,激起消费者好奇心;分割定价,提升以往被忽略的利益点;等价策略,使消费者需求明确化。这四种策略之间的共同点是通过价格设置的变化来改变消费者的注意力,使消费者的注意力真正放到产品上,发掘各企业产品价值方面的真正差异,而不是在产品价格之间进行选择。

Price competition is the most popular and most easily applied as a form of competition for companies, but often make the company into a vicious cycle of price wars, we propose four strategies to help companies get out of price war in this study： that is use price structure to clarify your advantage; willfully overprice to stimulate curiosity; partition prices to highlight overlooked benefits; equalize price points to crystallize personal relevance. The common point between these four strategies are changing consumers＇ attention though price setting, in order to make consumers focus on product, explore the different value provide by companies, make a purchase decision based on product value, not on the price, so that company can really go out of the price war. At the same time,？we also proposed ways to solve？this problem fundamentally though changing？pricing？strat-egy,？and provide？better suggestions for companies.