What are the influencing factors of online marketing pricing?
Source: Shangpin China |
Type: website encyclopedia |
Time: 2015-06-14
The formation of online marketing price is extremely complicated and is affected and restricted by many factors. Marketing theory believes that the highest price of a product depends on the market demand of the product, and the lowest price depends on the cost of the product. Within the range of the highest price and the lowest price, the enterprise shall Website construction The price of a product depends on the price level of competitors' similar products. When pricing, enterprises should also consider the internal and external factors that affect pricing. （1） Internal factors Internal factors include strengths and weaknesses obtained through SWOT analysis, overall pricing objectives of manufacturers, marketing mix strategies, production and sales costs, etc. 1. Product cost Cost is the lowest limit of network marketing pricing, which has a great impact on the network marketing price of enterprises. Product cost is formed by the material materials consumed and labor remuneration paid in the production process and circulation process of products, and generally consists of fixed cost and variable cost. Product cost is an important basis for product pricing, and there is a special cost oriented pricing method in the pricing method of products. 2. Marketing and marketing combination strategy The "4C" strategy of marketing mix is a process of interaction and influence. For example, the launch of a new product often starts with a higher product price due to the large research costs of its early investors. The channel strategy is also obvious. The direct selling price is often lower than the indirect selling price. Therefore, some companies (such as Dell) tend to use direct selling. Some enterprises implement promotion strategies for specific purposes, and then adopt price reduction strategies. （2） External factors External factors include market demand, consumers' views and bargaining power, and the price of competitive products, which will have a greater impact on online pricing. 1. Market demand The relationship between supply and demand is the basic theory of microeconomics, and it is also one of the basic factors that affect the pricing of enterprise online marketing. Generally speaking, when the supply of goods is less than the demand, the marketing price of the enterprise's products may be higher. On the contrary, when the supply of goods is more than the demand, the marketing price of the enterprise's products may be lower. When the supply and demand are basically the same, the sales price of the enterprise's products will be the "equilibrium price" acceptable to both the buyer and the seller. For enterprises, the supply of meat is determined by the enterprises themselves, so the market demand is more important. That is to say, the marketing price of enterprises' products is also influenced by demand elasticity, which refers to the degree to which demand responds to changes in factors affecting demand, including demand income elasticity, demand price elasticity and demand cross elasticity. Among them, the price elasticity of demand can be divided into five types: infinite elasticity, full elasticity, unit elasticity, lack of elasticity and complete inelasticity. Generally speaking, high-end goods, luxury goods, service products and entertainment consumption are mostly products with elastic demand, while the nine necessities of life are generally characterized by lack of elastic demand. Enterprises can adopt the strategy of small profits but quick turnover for goods with high demand price elasticity, and appropriate high price strategy for goods with low demand price elasticity. 2. Consumers' views and bargaining power Consumers' acceptance of price is an important factor in product pricing. Any kind of product has an expected price in the minds of consumers. If the enterprise's price is too much higher than the expected price, it will not be recognized by customers, and it will not be possible to conclude a transaction. At the same time, in online marketing activities, customers have strong selectivity and initiative, and their bargaining power or price negotiation ability has a great impact on the formation of enterprise product transaction prices. Generally speaking, the bargaining power of customers is the result of the comprehensive effect of many factors. These factors mainly include the size of customers' purchase basin, the nature of enterprise products, the possibility of customer integration, the importance of enterprise products in the formation of customer products, and the possibility of customers looking for alternatives. In online marketing, because of the greater transparency of product information, consumers' bargaining power is also improving. 3. Price of competitive products Competition is one of the important factors that affect the pricing of enterprises' products, because any enterprise is in a competitive social environment. Competitors will more or less affect the pricing of their products. In the competitive market of enterprises, the price is the result of the joint action of many buyers and sellers. Therefore, any enterprise must always pay attention to the price of competitive products, and constantly adjust the price of its own products. The competitive factors mainly include the supply and demand relationship and change trend of commodities, the pricing objectives and strategies of competitors, and the change trend. The pricing method based on competitors is proposed based on this factor.
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