- 以短期利潤最大化作為定價策略
雖然這聽起來很棒，但實際上它可能不是長期利潤的最佳方法。
這一方法在追求爆發成長的公司中很常見，因為現金流是首要考慮因素。小型企業也希望通過儘快展示盈利能力來吸引風險投資。
- 以短期收入最大化作為定價策略
這種方法試圖通過新增市場份額和通過規模經濟降低成本來最大化長期利潤。對於資金雄厚的公司或新的上市公司來說，在建立投資者信心方面，收入被認為比利潤更重要。
利潤微薄，甚至虧損，表明該公司正在建立市場份額，並可能實現盈利。例如，亞馬遜公司在盈利前幾年發佈了創紀錄的營收，其市值反映了投資者產生的高投資信心。
這種定價方法準確地反映了他們成為最大的線上零售商的首要任務。
- 以銷售量最大化作為定價策略
選擇這種定價策略有兩個可能的原因。它可能是著眼於通過實現規模經濟來降低長期成本。
這種定價方法可能被一家由創始人和其他“密切”投資者資助的公司使用。
或者它可能是為了最大化市場滲透，（認為滲透定價），當你期望有很多常客時，這是特別合適的。這項計畫可能是通過降低成本或在高利潤產品上推銷現有客戶來新增利潤。
- 以利潤最大化作為定價策略
當銷售數量預期非常低或零星和不可預測時，這種定價策略是最合適的。例子包括定制珠寶，藝術作品，手工製造的汽車和其他奢侈品。
- 以差異化作為定價策略
在一個極端，作為低成本領導者是一種區別於競爭的形式。在另一端，以高價格表現高品質和/或高水准的服務。有些人真的是因為龍蝦是選單上最貴的東西而訂購龍蝦，所以這也是一種可行的定價策略。
- 以生存作為定價策略
在某些情况下，比如價格戰、市場下跌或市場飽和，你必須暫時追求一種定價策略，它只會覆蓋成本並允許你繼續經營。
現在我們有了我們需要的資訊，並且清楚我們正在努力實現什麼，我們已經準備好看看具體的定價方法來幫助我們達到我們的實際數字。
在計算定價時，每個企業都沒有“一個正確的定價方法”。一旦你考慮了各種因素，並確定了你的定價策略的目標，現在你需要一些方法來制定實際的數字。
What are your pricing objectives?
- Taking Short-term Profit Maximization as Pricing Strategy
Although this sounds great, it may not be the best way to make long-term profits.
This approach is common in companies pursuing explosive growth because cash flow is the primary consideration. Small businesses also hope to attract venture capital by demonstrating profitability as soon as possible.
- Taking Short-term Income Maximization as Pricing Strategy
This approach attempts to maximize long-term profits by increasing market share and reducing costs through economies of scale. For well-funded companies or new listed companies, revenue is considered more important than profit in building investor confidence.
Small profits, even losses, indicate that the company is building market share and may be profitable. Amazon, for example, posted record revenue in the first few years of its earnings, and its market value reflects the high investment confidence generated by investors.
This pricing method accurately reflects their primary task of becoming the largest online retailer.
- Maximizing sales volume as pricing strategy
There are two possible reasons for choosing this pricing strategy. It may be aimed at reducing long-term costs by achieving economies of scale.
This pricing method may be used by a company funded by founders and other "close" investors.
Or it may be to maximize market penetration, which is especially appropriate when you expect a lot of frequent customers. The plan may increase profits by reducing costs or promoting existing customers on high-profit products.
- Making profit maximization as pricing strategy
This pricing strategy is most appropriate when sales volume expectations are very low or sporadic and unpredictable. Examples include custom jewelry, works of art, hand-made cars and other luxury goods.
- Differentiation as Pricing Strategy
At one extreme, being a low-cost leader is a form of competition. At the other end, high-quality and/or high-level services are offered at high prices. Some people really order lobster because it's the most expensive item on the menu, so it's also a viable pricing strategy.
- Survival as a pricing strategy
In some cases, such as price wars, market declines or market saturation, you have to temporarily pursue a pricing strategy that only covers costs and allows you to continue operating.
Now that we have the information we need and know what we are trying to achieve, we are ready to look at specific pricing methods to help us reach our actual numbers.
When calculating pricing, every enterprise does not have a "correct pricing method". Once you have considered various factors and determined the goals of your pricing strategy, now you need some ways to set the actual numbers.
