計算價格的方法

1. 成本加成定價法

在你的生產成本，包括商品成本和固定成本在你現在的產出數量，加上一定的利潤率。

例如，你的元件在原材料和生產成本上花費了NT$2,000，而在現時的銷售量（或預期的初始銷售量）下，你的固定成本達到每單位NT$3,000。你的總成本是每單位NT$5,000。你决定要在20%的利潤下操作，所以你在成本上加了NT$1,000（20% × NT$5,000），並得到每單位NT$6,000的價格。只要你計算的成本準確，準確地預測你的銷售量，你就會一直在贏利。

2. 目標收益定價

設定你的價格以達到目標投資回報率。例如，讓我們使用與上面相同的情况，假設你有NT$1,000,000投資於公司。你想收回你在第一年的所有投資，所以你需要賺NT$1,000,000利潤, 1,000單位，或每單位NT$1,000的利潤，再給你每單位NT$6,000的價格。

3. 基於價值的定價

如果你能做到的話,根據客戶創造的價值來對產品進行定價。這通常是最有價值的定價方法。

在這方面最極端的變化是服務的“績效工資”定價，根據你所取得的結果，你可以按可變規模收費。

假設上面的商品，可以每年為典型繁榮客戶節省能源成本NT$10,000元。在這種情況下，NT$6,000似乎是便宜貨——甚至可能太便宜了。如果你的產品可靠地生產了這樣的成本節省，你可以很容易地收取NT$15,000、NT$20,000或更高的價格，客戶會樂意支付的，因為他們會在很快的時間內收回他們的錢。然而，還有一個更重要的因素必須考慮。

4. 心理定價

最後，你必須考慮到消費者對你的價格的看法，考慮到：

• 定位：如果你想成為“低成本領導者”，你必須比你的競爭對手定價更低。如果你想發出高品質的訊號，你應該定價高於你的大多數競爭對手。
• 流行的價格點：有一定的“價格點”（具體價格），人們變得更願意購買某種類型的產品。例如，“低於NT$10,000”是一個受歡迎的價格點。“低於NT$1,000美元，是另一個受歡迎的價格點，因為它是人們通常會在錢包里房的現金鈔票”。把你的價格降到一個受歡迎的價格點可能意味著更低的利潤率，但可以透過足够的銷售額來抵消它。
• 公平的定價：有時即使產品沒有直接競爭也不在乎產品的價值是什麼。消費者認為“公平”是有限的。如果你的產品只需要花NT$2,000來製造，即使它的價值是NT$20,000，你也很難說服客戶花這個價格來購買，，人們只會覺得自己被掏空了。一個小小的市場測試將幫助你確定消費者認為最公平的價格。

現在，你如何將所有這些計算結合起來，為你的企業製定一種定價方法？

以下是一些定價基本準則：

• 你的價格必須比成本高，以覆蓋銷售量的合理變化。如果你的銷售預測是不準確的，你離現在還有多遠？理想情况下，你希望能夠以兩個或更多的因素避開（你的銷售額是你預測的一半），並且仍然是贏利的。
• 你得謀生。你計算了自己的薪水了嗎？如果沒有，你的利潤必須足以讓你繼續生活，還有錢再投資於公司。
• 你的價格應該永遠不會低於你的成本或高於大多數消費者認為的“公平”。這似乎是顯而易見的，但許多企業家似乎忽略了這個簡單的概念，要麼是誤算成本，要麼是市場調研不足，以確定合理的定價。簡而言之，如果人們不願意支付足够的價格來讓你獲得公平的利潤，你需要完全重新考慮你的商業模式。怎樣才能大幅削减成本？或者改變你的產品定位來證明更高的價格？

The Method of Calculating Price

1. Cost plus pricing

In your production costs, including commodity costs and fixed costs in your current output quantity, plus a certain profit margin.

For example, your components cost NT $2,000 in raw materials and production costs, while your fixed cost per unit of NT $3,000 in current sales (or expected initial sales). Your total cost is NT $5,000 per unit. You decide to operate at a profit of 20%, so you add NT $1,000 (20%*NT $5,000) to the cost and get NT $6,000 per unit. As long as you calculate the cost accurately and predict your sales accurately, you will always be profitable.

2. Target Revenue Pricing

Set your price to achieve the target ROI. For example, let's use the same scenario as above, assuming you have NT $1,000,000 invested in the company. You want to recover all your investments in the first year, so you need to make NT $1,000,000 profit, 1,000 units, or NT $1,000 profit per unit, and then give you NT $6,000 price per unit.

3. Value-based pricing

If you can, price the product according to the value created by the customer. This is usually the most valuable pricing method.

The most extreme change in this area is the "performance pay" pricing of services, which you can charge on a variable scale based on the results you get.

Suppose the above products can save NT $10,000 per year for typical prosperous customers. In this case, NT $6,000 seems to be a bargain -- perhaps too cheap. If your product reliably produces such cost savings, you can easily charge NT $15,000, NT $20,000 or higher, and customers will be willing to pay because they will recover their money in a very short time. However, there is a more important factor to consider.

4. Psychological Pricing

Finally, you must take into account the consumer's perception of your price and consider:

• Positioning: If you want to be a "low-cost leader", you have to price less than your competitors. If you want to send a high-quality signal, you should price more than most of your competitors.
• Popular price points: With certain "price points" (specific prices), people become more willing to buy certain types of products. For example, "less than NT $10,000" is a popular price point. "Less than NT $1,000 is another popular price point because it's the cash money people usually keep in their wallets." Reducing your price to a popular price point may mean lower profit margins, but it can be offset by sufficient sales.
• Fair pricing: Sometimes even if the product is not directly competitive, it doesn't care what the value of the product is. Consumers believe that "fairness" is limited. If your product only costs NT $2,000 to manufacture, even if its value is NT $20,000, it's hard to convince customers to pay that price, and people will only feel hollowed out. A small market test will help you determine what consumers think is the most fair price.

Now, how do you combine all these calculations to develop a pricing method for your business?

The following are some basic pricing criteria:

• Your price must be higher than the cost to cover reasonable changes in sales. If your sales forecast is inaccurate, how far are you from now? Ideally, you want to be able to avoid two or more factors (your sales are half your forecast) and still be profitable.
• You have to make a living. Have you calculated your salary? If not, your profits must be enough to keep you alive and have the money to reinvest in the company.
• Your price should never be lower than your cost or more "fair" than most consumers think. This seems obvious, but many entrepreneurs seem to ignore the simple concept of miscalculation of costs and inadequate market research to determine reasonable pricing. In short, if people are unwilling to pay enough to make you a fair profit, you need to completely rethink your business model. How can we cut costs substantially? Or change your product positioning to justify higher prices?