价值让渡与品牌商品价格战的理性辨析

价格战作为企业营销的策略之一,体现了企业为实现自己的营销目标而实行的定价艺术和技巧。定价过高,会影响消费的经济利益从而失去消费;定价过低,则会影响企业的收益目标和企业的长期发展。判断某一商品的价格战对企业的经营是否有利,关键在于企业制定的商品价格是否恰当。“顾客价值让渡”是“整体顾客成本”和“整体顾客价值”之间的差额部分,也是决定品牌商品价格的重要依据。理性分析品牌商品的价格构成,是正确决策品牌商品介入价格战的前提。

The Demisable Value and a Rational Analysis of the Price Battle Between Brands

Price battle is a marketing strategy,which is also the pricing art and skill for the aim of the corporation.A too high price will not profit the customers while a too low price will not profit the corporation.How can we judge whether the price battle profits the corporation or not?The key is the suitability of the price."Customer Demisable Value"is the part between the "Whole Customer Cost"and "Whole Customer Value".It is also the basis of the price of brands.Rationally analyzing the composing of the brands' price is the precondition of the "Price Battle".