企业战略视角下的定价流程

定价是与公司战略相关的重要管理活动,然而,企业仅将价格作为独立的营销组合工具被不适当地使用,简单地采用基于成本、竞争者、需求的定价方法,而忽略影响定价的其他主要因素。这种定价指导思想和定价流程上的错误,才导致价格策略不同程度的失效。为此,本文介绍了企业战略视角下的定价流程,它提供了一种系统定价分析方法,是有效定价规程,其被应用的逻辑顺序:考虑价格的战略角色、定价目标、影响定价的企业内外部因素、定价战略、定价技术和必须的执行控制程序。

The Pricing Process Based on the Corporate Strategy

Pricing is an important management activity of the corporate strategy. However, as a tool of marketing mix, price is easily utilized. The firms are preoccupied with the pricing methods based on the cost, competitors, and needs so that they fail to consider the full range of pricing determinants. Owing to the error guideline on pricing and inept pricing process, price is ineffective. This article introduces the pricing process based on corporate strategy. It provides a systematic means for pricing, an applicable pricing process. The logic sequence of pricing process is as follows: considering the strategic role of price and pricing objectives; evaluating the internal and external pricing determinants, pricing strategy and the integrated pricing techniques; and analyzing the necessary implementation and control procedures.