定价策略
定价是一个尤为困难的挑战。例如，产品或服务的价格与其他价值属性之间存在着怎样的平衡？如何在不受其他需求影响因素（如竞争对手的促销或折扣）的干扰下判断价格灵活性？
更麻烦的是，企业对于定价的理解也不如对销售与增长等其他指标那样透彻。许多组织还有强调以折扣为促销手段的文化倾向。
最后，还有源自市场的差异。例如，在以消费者为目标的企业（B2C）中，最具创新性的领导者会根据时间、地点、渠道与消费者行为积极调整价格，以增加销售量。不过，对于以其他企业为目标的企业（B2B），他们的客户数量较少、销售周期较长并且交易规模通常较大，此类价格调整措施的效果相对有限。换而言之，虽然无论哪类企业都需要价格优化，但确切的优化策略并不相同。
我们可提供的帮助
我们帮助客户开发不同种类的定价策略——包括零售商定价、渠道定价与行业定价——将定价与不同战略性群体所重视的属性相关联。为此，我们能够：
- 明确影响定价决策的市场与竞争动态
- 确定传递价值的产品或服务属性
- 分析产品或服务的成本结构，确保价格结构能够达到利润贡献目标
- 建模分析特定价格对利润和/或销售量的影响
- 改良定价方式与执行方式
- 设计确保定价政策得以一致执行的流程
- 使定价与客户的价值预期相一致
- 进行精确到各笔交易的历史销售数据分析，查明利润流失原因
- 将定价策略与产品组合管理相挂钩
- 为各个渠道开发一体化定价策略
- 设计分析工具，确保定价能力在长期内不断提高
客户收益
- 定义明确的定价架构以及合理的产出和/或营收管理方法
- 更深入地了解能够消除价格震惊、应向各个消费者群体说明的价值属性
- 更合理的产品结构与展销策略，吸引回头客，扩大购买量
- 优化利润率或市场份额
- 提升利润与销售量的可预测性
- 更为深入地洞察交易、客户、细分市场与渠道的盈利性
How we help
L.E.K.’s Pricing & Revenue Optimization practice works with clients across three phases: Diagnostic, Strategy and Enablement (click below to learn more)
We can help you develop and execute pricing strategies across a range of different industries and contexts. That includes pricing to consumers/customers, to retailers and more, and doing so in particular channels and value chains. We do this by establishing the links between pricing and the attributes valued by different strategic segments. As part of this process, we can:
- Clarify the market and competitive dynamics that affect pricing decisions
- Determine which attributes of a product or service deliver value
- Ascertain what goes into the cost of a product or service to ensure that price structures deliver the required levels of profit contribution
- Model the effect of a given price on profit and/or volume
- Identify improvements in the way prices are set and delivered to the marketplace
- Compose a process for consistently enforcing pricing policies
- Create processes, governance and incentives to focus the sales force on contract and account profitability
- Match pricing with the value that the customer expects to receive
- Uncover causes of margin leakage by analyzing historical sales data at the transaction level
- Link pricing strategy to product portfolio management
- Develop integrated pricing strategies across channels
- Design analytical tools to sustain improved pricing capabilities for the long term
- Support the implementation of a pricing program
Your benefits
- A clearly defined pricing architecture and, where applicable, approach to yield and/or revenue management
- Greater understanding of the value attributes that should be communicated to each customer segment
- Optimized margins or market share
- Improved profit and volume predictability
- Greater insight into transaction, customer, segment and channel profitability
Contact us for more on how L.E.K. can help you use pricing to improve your profits and customer lifetime value.