生产资料企业产品销售的量价分析方法及应用

Price-Volume Analysis Method and Its Application for Product Sales

生产资料企业产品销售过程中的量价关系,决定着产品销售价格的总体水平,反映着企业对市场的应变能力和效率,体现着企业的营销水平。因此,对产品销售的量价分析成为营销绩效评价的重要方法之一。在确认了产品销售量价关系基准状态的基础上,提出了产品销售的量价分析方法。论述了针对单品种及多品种产品销售的量价分析方法,通过实例,阐述了量价分析方法的应用。利用该方法,可实现对营销人员、不同企业的营销绩效排序,以及客户与企业关系的排序,对提高企业营销管理水平具有重要意义。

Volume and price relationship, which exists in the process of product sales of an enterprise, determines the overall level of price. It also reflects market resilience and efficiency of the enterprise, and it embodies the marketing level of the enterprise. Therefore, price-volume analysis for products sale becomes the important way to marketing performance evaluation. In this paper a price-volume analysis method is given out on the basis of recognition of the relationship between product sales volume and price. The price-volume analysis method for single product sale or various products sale is discussed. The application of price-volume analysis method is elaborated through cases. Using this method, the marketing performance ranking of the marketing personnel and different enterprises is achieved. The ranking of relationship between client and enterprise is also realized. It will have significant to improve the marketing level of enterprise.