製定定價策略時需要考慮的因素

作為一個企業家，你必須决定的最困難、最重要的問題之一是在你的企業中遵循什麼樣的定價方法。確定你的產品或服務收取多少費用是建立公司長期定價策略的一個重要步驟。

雖然沒有一種正確的定價策略，但這裡有一些指導方針和定價方法，可以幫助你做出符合你業務目標的明智決策。

在我們瞭解實際的定價方法之前，以下是製定定價策略時需要考慮的一些因素：

1. 定價策略定位

你如何在市場上定位你的產品？定價會成為定位的關鍵嗎？如果你經營一家折扣店，你總是要儘量把你的價格保持在最低水准（或者至少比你的競爭者低）。

另一方面，如果你把你的產品定位為奢侈品，價格太低可能會傷害你的品牌。定價必須與你在市場上的定位相一致。人們確實對你得到的東西持有强烈的意見。

2. 你的定價策略如何影響需求

你的定價會如何影響需求？你將不得不做一些基本的市場調查來發現這一點，即使是非正式的。讓10個人回答一個簡單的問卷，問他們：“你會以A價購買這個產品/服務嗎？”

3. B價格?C價格？

對於一個更大的企業來說，你當然想做一些更正式的事情——也許委託一家市場調查公司。但即使你是唯一的人，也可以繪製一個基本曲線，即在A價格下，A百分比會購買，B價格下，B百分比會購買， C價格下，C百分比會購買。

4. 成本

計算與產品或服務相關的固定成本和可變成本。

“貨物成本（Cost of Goods Sold）”是多少，即與每一個銷售或服務交付的項目相關聯的成本，以及“固定開銷”是多少，即，除非你的公司在規模上發生巨大的變化，否則它不會改變？

記住，你的毛利潤（减去貨物成本）必須充分覆蓋你的固定開銷，以便你能獲利。許多創業者低估了這一點的重要性，並在選擇了錯誤的定價方法之後，讓他們陷入困境。

5. 環境因素

是否有任何法律或其他約束定價？例如，在一些城市，汽車事故的拖運費按法律規定是固定的。或者對於醫生，保險公司和醫療保險只會報帳一定的價格。還有，你的競爭者可能採取什麼行動？價格太低會引發價格戰嗎？找出哪些外部因素會影響你的定價策略。

Factors to be considered in formulating pricing strategies

As an entrepreneur, one of the most difficult and important questions you have to decide is what pricing methods to follow in your business. Determining how much you charge for your product or service is an important step in establishing a company's long-term pricing strategy.

Although there is no right pricing strategy, here are some guidelines and pricing methods that can help you make informed decisions that meet your business goals.

Before we get to know the actual pricing methods, here are some factors to be considered when formulating pricing strategies:

1. Pricing strategy positioning

How do you position your product in the market? Will pricing be the key to positioning? If you run a discount store, you always try to keep your price to a minimum (or at least lower than your competitors).

On the other hand, if you position your product as a luxury, too low a price may hurt your brand. Pricing must be consistent with your position in the market. People do have strong opinions about what you get.

2. How does your pricing strategy affect demand

How will your pricing affect demand? You will have to do some basic market research to find out, even informally. Ask 10 people to answer a simple questionnaire and ask them, "Will you buy this product / service at A price?"

3. B price? C price?

For a bigger company, of course, you want to do something more formal - maybe commission a market research company. But even if you are the only person, you can draw a basic curve, that is, under price A, percentage A will buy, under price B, percentage B will buy, and under price C, percentage C will buy.

4. Cost

Calculate the fixed and variable costs associated with a product or service.

What is the Cost of Goods Sold, the cost associated with each sales or service delivery project, and what is the fixed cost, that is, unless your company changes dramatically in size, it will not change?

Keep in mind that your gross profit (minus the cost of goods) must adequately cover your fixed expenses so that you can make a profit. Many entrepreneurs underestimate the importance of this and put them in trouble after choosing the wrong pricing method.

5. Environmental factors

Are there any legal or other constraints on pricing? For example, in some cities, the towage fee for car accidents is fixed by law. Or for doctors, insurance companies and medical insurance will only pay a certain price. Also, what actions might your competitors take? Will too low a price lead to a price war? Find out what external factors will affect your pricing strategy.