基于落袋价格理论的油品直销定价策略分析

An Analysis of Pricing Strategy for Oil Direct Selling based on Pocket Price Theory

油品直销是近几年石油销售企业大力发展的销售模式,直销的差别化定价和个性化服务带给客户更高的满意度。然而,直销过程中由于价格、折扣、物流成本等方面的差异给企业造成不同程度的利润流失。从分析油品直销业务中利润流失的原因入手,运用落袋价格理论对石油企业直销中的价格策略、折扣及物流费用等方面进行分析,帮助企业从制定落袋价格入手寻找到真正为企业带来利润的客户群体,达到提高油品直销利润的目的。

Oil direct selling is the major sales mode energetically developed by petroleum sales enterprises, the differential pricing and personalized service of direct selling brought higher satisfactory to customers. However, the difference in price, discount, logistics cost during the direct selling process resulted in different levels of profit loss. Starting from analyzing the reason of profit loss, this article uses pocket price theory to analyze the price strategy, discount and logistics charge, helps enterprises to start 6om pocket price to find out custom groups for real profit, which fulfills the purpose to increase oil direct selling profit.