American classification: competitive pricing, cost-based pricing, skimming pricing, restrictive pricing, loss leader pricing, market-oriented pricing, penetration pricing, price discrimination pricing, etc.
1, new product pricing
The pricing of new products with patent protection can adopt skimming pricing method and penetration pricing method.
Skimming pricing method. At the beginning of the new product's listing, set the price higher, get rich profits in the short term, and recover the investment as soon as possible. Just like skimming cream from milk, taking its essence is called "skimming pricing" This method is suitable for market segments with less elasticity of demand.
Infiltration pricing method. When new products are put on the market, the price should be set as low as possible to obtain the highest sales volume and the largest market share. When the new product has no obvious characteristics, fierce competition and great demand elasticity, the penetration pricing method should be adopted.
For enterprises, whether to adopt skimming pricing or penetrating pricing needs to comprehensively consider market demand, competition, supply, market potential, price elasticity, product characteristics, enterprise development strategy and other factors.
Imitation pricing: new products produced by enterprises imitating best-selling goods in domestic and foreign markets. Imitation products face the problem of product positioning. As far as the quality and price of new products are concerned, there are nine strategies to choose from: high quality and good price; High quality and medium price; High quality and low price; High quality and good price; Medium price; Medium quality and low price; Low quality and high price; Low quality and moderate price; Low quality and low price.
2. Psychological pricing method
According to consumer psychological pricing, there are the following:
Mantissa pricing or integer pricing. The price of many commodities is set at 0.98 yuan or 0.99 yuan instead of 1 yuan, which is a choice to adapt to consumers' purchasing psychology. Mantissa pricing gives consumers the illusion of "cheap", and the proportion of 65,438+0 yuan responds positively to promote sales.
On the contrary, some goods are priced at 10 yuan instead of 9.8 yuan, which also gives consumers an illusion and caters to their psychology of "cheap goods are not good, but good goods are not cheap".
Prestige pricing. This pricing method has two purposes: one is to improve the image of the product and explain its valuable and famous quality with price; The second is to satisfy the buyer's desire for status and adapt to the buyer's consumption psychology.
Habitual pricing, a commodity, because of many similar products, has formed a habitual price in the market, which is difficult for a single producer to change. Price reduction is likely to cause consumers' doubts about quality, while price increase may be resisted by consumers.
3. Discount pricing
Most enterprises usually adjust the basic price as appropriate to encourage customers to pay off the payment as soon as possible and purchase in large quantities or increase off-season purchases. This kind of price adjustment is called price discount and discount.
Cash discount. Price discount for buyers who pay in time.
Quantity discount. Enterprises give discounts to customers who buy a large number of products to encourage customers to buy more goods. Buying in large quantities can make enterprises reduce the cost of production, sales and other links.
Functional discount, also known as trade discount. An extra discount given by the manufacturer to the middleman so that the middleman can get a price lower than the catalogue price.
Seasonal discount: a discount that enterprises encourage customers to buy in the off-season, so that the production and sales of enterprises remain relatively stable throughout the year.
Promotion allowance: In order to expand the sales of products, manufacturers provide promotion allowance to middlemen.
4. Discriminatory pricing (difference)
Enterprises often adjust product prices according to different customers, different time and place, and implement differential pricing, that is, set two or more prices for the same product or service, but this difference does not reflect the change of cost. There are mainly the following forms: setting different prices for different customer groups. Different colors, varieties and styles set different prices. Different parts are priced differently. Set different prices at different times.
5. Differential price strategy
Take different prices for different target markets, different customer groups and different time periods, that is, divide different markets and use different prices to get more sales, such as group prices, airline specials, or special discounts on weekends and food price increases on Sundays.
Operators can use product mix to expand demand, which is also an effective pricing strategy. By expanding a lot of demand, they can reduce costs and strive for performance through price concessions. You can also use horizontal alliances to launch package tours, such as including air tickets or sending tickets to theme parks, so that consumers feel that they are worth the money.
Extended data
Enterprises should have the necessary premise when choosing pricing strategy. Enterprises adopting skimming pricing strategy and slightly improved pricing strategy must have high technical ability and advanced technical level, and the product quality should reach a higher level in China and be recognized by target customers.
Most of these enterprises are capital-intensive and technology-intensive, or well-known enterprises and products of well-known brands. The customers they serve belong to the middle and high income class, mainly to meet the psychological needs of consumers for high-quality life and chasing famous brands. Enterprises that adopt competitive price strategy, especially those that launch price wars, should have a certain production scale.