Demand-oriented pricing is the pricing is no longer cost-based, but based on consumer understanding of product value and the strength of demand for competition-oriented pricing refers to research competitors commodity prices, production conditions service status to the competitor's value as a basis for determining the price of their products.
(1) understanding of the value pricing
also known as the perceived value pricing method is based on feelings and understanding of the consumer goods value as a basis for pricing. Compared to the value judgment of the buyer with the seller's costs World Pipe network informed, the pricing should focus to consider the former. Because consumers to purchase goods will always be between similar products to compare and purchase those goods that can satisfy their consumption needs, but also with the payment standard. Consumer understanding of the value of the goods, and a different price limits. This is when consumers prefer to pay on the spot and do not want to lose this opportunity to purchase price. If the price is just within this limit, the consumer will purchase smoothly.
Differences in order to deepen the understanding of the consumer goods value, thereby increasing the price limits that are willing to pay, first to do a good job in the commodities market positioning in the retail store pricing, opened the business of goods and similar goods on the market, highlighting goods characteristics, and use this marketing tool to deepen the impression of consumer goods. Consumers are buying these goods can get more relative benefits, to improve them to accept the price limits, retail stores, put forward a sales price, to estimate the sales of goods in this price level, cost and profitability Finally, to determine the actual price.
(2) the fundamental basis of the demand difference the pricing
demand differences in pricing consumer demand intensity differences at different times, locations, goods and consumer pricing decision in the base price for each difference The fare increase or reduction. Mainly in the following forms:
① The vary by location. Such as the domestic airport shops, restaurants to provide passengers with commodity prices generally far higher than the city's shops and restaurants.
② The time. Now May 1, National Day and Spring Festival three long holidays is: three gold shopping holidays, commodity prices than usual have some growth.
③ The products vary. During the 2004 Olympic Games marked the Olympic Games emblem or mascot World Pipe network informed, T-shirts and - some commodity prices, higher than the price of other goods. The
④ due to customer. Due to occupation, class, age and other reasons, the customer needs. Retail stores to give appropriate preferential treatment in pricing or raise the price to get a good promotional effect.
To meet the following conditions :: market can be broken down depending on the demand intensity; the implementation of differentiated pricing after the breakdown of relatively independent of the market in a certain period of time without disturbing each other; can not have low-cost competitors in the high-priced market; price The difference is modest, does not cause consumer resentment.