1. Geographical factors: The best price should be considered for the newly developed areas and areas with market conflicts with competitors.
2. Customer factor: For long-term and old customers, customers with good reputation and timely payment, we should consider the most favorable price.
3. Batch factor: For businesses with relatively large and stable purchases, the best price should be considered.
4. Market factors: In the market of similar goods, the optimal price of the same quality goods is by no means the highest price, nor will it be the lowest price.
5. Leadership factors: the superior leaders of the enterprise and the relevant units of the higher authorities should also consider giving the best price.
2. Form of price change:
There are about four kinds of the same price-(1). Market leaders believe that reducing prices will reduce too much profit; Keep the price unchanged, the market share will not drop too much, and it will be easy to get it back when needed. Take this opportunity to get rid of some unwanted buyers, and I am sure to catch better customers myself.
(2) using non-price means. For example, enterprises improve products, services and market communication, so that customers can buy more things than their competitors. Many enterprises find that the price is fixed, but it is often more cost-effective to spend money on increasing the benefits provided to customers than to cut prices and operate at a low profit.
(3) reduce the price. Market leaders do this because reducing prices can increase sales and output, thus reducing costs. At the same time, the market is very sensitive to the price. If the price is not reduced, it will lose too much market share, and once the market share drops, it will be difficult to recover. (4) price increase. Instead of maintaining the original price or reducing the price, some market leaders raise the price of original products and launch new brands to besiege competitors' brands.
3. Reasons for price changes:
The planning of actively adjusting product prices is nothing more than starting from two aspects: either reducing prices or increasing prices.
(1) Common reasons for price reduction: ① Enterprises have overcapacity, and the market supply exceeds demand, so it is necessary to expand sales. However, the goal cannot be achieved by improving products and increasing sales, so we have to consider price reduction. (4) Decline in market share. For example, when a large number of Japanese cars entered the American market with obvious advantages, the market share of American General Motors decreased obviously, and finally it had to reduce the price of its ultra-small cars on the west coast of the United States by 65,438+00%. (3) In order to gain a dominant position in the market. The company has increased the competitiveness of its products and expanded its market share at a lower price, while the increase in sales volume has also reduced the cost.
(2) Common causes of price increase. Although the price increase has brought profits to the company, it will also cause dissatisfaction among consumers, dealers and salesmen, and even lose their competitive advantage. In the following two cases, enterprises will consider raising prices; ① Cost inflation. This is a global problem. The rising cost of materials, fuel, labor, freight, research and development, advertising, etc. It has caused enterprises to reduce their profit margins, which has also caused enterprises to raise prices regularly, and the range of price increases is often greater than the increase in costs. 1. Demand exceeds supply. When the company's products can't meet the needs of all consumers in the market, it may increase the price, reduce or limit the demand. When the company raises the price, it should let consumers know the reasons for the price increase through certain channels and listen to the feedback from consumers. The company's sales staff should help customers find economical and practical methods. 3 competitors raise prices, etc.