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济南财务咨询公司 :报价战能打吗?

2016-12-21

  济南财务咨询公司 :报价战能打吗?

  Jinan financial consulting company: price war can play?

  啥情况下能打报价战:①去库存,盘活资金;②有底气把竞赛对手干掉,献身当下利益,交换将来独占位置;③跑马圈地,拼下客户后,将来能构成二次出售。舍此几点,打报价战都是损人不利己的不睬性行为。在彻底竞赛的商场,很少存在能凭借报价战构成独占位置的公司,也鲜有靠报价战能成果辉煌的公司。 济南财务咨询公司

  What circumstance can play price war: (1) to inventory, revitalize the capital; (2) be able to kill competition rivals, dedicated to the current interest, exchange of monopoly position in the future; (3) to their spell after the customer, to constitute the second sale in the future. Give up this time, the price war is the dog in the manger ignore sex. Rarely exist in complete competition market, can form a monopoly position of the company with the price war, few brilliant company by price war can achievements. Jinan financial consulting company

  商场如战场,商场上的竞赛相同是有你没我的。竞赛的手法有许多,其间一个最有争议,即是打报价战。公司打报价战的初衷是啥呢?大都是期望以更低的报价招引更多的客户,占据更多的商场份额。在商场格式均衡的情况下,公司为寻求打破,会萌发打报价战的激动。

  On the market like battlefield, market competition is the same with you not me. Technique has many of the competition, during which one, the most controversial is fighting price wars. The purpose of the price war play is what? Are mostly expected at a lower price to attract more customers, occupy more market share. In business format under the condition of equilibrium, companies seeking to break, will offer battle germination of excitement.

  说打报价战,向来争议许多,争议的焦点在两方面:

  Said a price war, has always been many disputes, the focus of controversy in two aspects:

  1、打报价战是以危害公司赢利率为条件的,是以献身单位商品的赢利去交换商场份额。许多公司想着薄利能多销,出售毛利率尽管降低了,但赢利总额有也许保持乃至做大。看看下面的第二点,就知道这种主意大多是一厢情愿。

  1, a price war is conditional on the level of harm company win rates, is dedicated to the unit price of profit for market share. Many companies thinking of pin, more profit can sell gross margin although down, but the total amount of profit may be even bigger. Look at the following the second point, this idea is mostly wishful thinking.

  2、打报价战很容易引起竞赛对手的仿照。假如竞赛对手相同也以报价战来回击的话,这会让以赢利换商场的构想失败。献身赢利抢占商场不只不能达到目的,还会有一个后果:双方的赢利都会拉低。对全部行业而言,报价战也许是灾祸。

  2, make price war is easy to cause competition rivals like. If competition opponents also same price war to return, it will make the idea of profit for market failure. Dedicated to the profit of preemption market not only cannot achieve the purpose, there will be a consequence: both sides of the profit will be lower. For all industry, price wars may be evil.

  商品的竞赛除了报价优势,还可有别的方面的考量。商品有优势的话,优势应当表现在商品的差异化,尽量让商品的附加值高一些。所以公司通常都不愿主动挑起报价战。

  Products in addition to the price advantage of competition, still can have other considerations. Commodities have the advantage, advantage should be embodied in the commodity differentiation, try to get the added value of products. So companies are often reluctant to take the initiative to provoke war quotation.

  报价战真的即是祸不单行吗?也不尽然。个人认为在下面三种情况下,报价战还是值得一试的。

  Price war really is double whammy? It doesn't have to be. Personally think that in the following three cases, the price war is worth a try.

  1去库存

  1 to inventory

  公司假如生产过剩、库存积压,为了盘活资金,及时清理库存是必要的。公司资金压力大、筹资本钱高,或商品面临更新换代,降价促销乃至赔本出售都不失为明智之举。当年长虹挑起的报价战就有去库存的思考。

  Company if overproduction, inventory backlog, in order to revitalize the capital, it is necessary to clear in time inventory. Company funds pressure, raise capital, or face replacement goods, sell all wise to depreciate sales promotion, and even lose money. The changhong start price wars have to inventory thinking.

  2拖垮对手

  2 down opponents

  假如打报价战能把竞赛对手拖垮拖死,又不会致使新的竞赛对手进入,打报价战不只可为,乃至能够上升到战略高度。华为与港湾的竞赛,就可作为经典事例共享。

  If a price war can drag race opponents down to death, and not into the new competition rivals, make price war not only can provide, and even can rise to a strategic height. Huawei and harbor of competition, it can be used as a classic case sharing.

  3跑马圈地

  3 their

  假如打报价战可收获更多的客户,这些客户在将来能继续花费,这种情况下打报价战是有利久远的。电信运营商搞的充话费送手机活动即是此类景象。

  If a price war can gain more customers, these customers can continue to take in the future, this kind of circumstance to play price war is beneficial to the old. Telecom operators to fill words fee to send mobile phone activities is such a sight.

  是不是值得打报价战,要看报价战对公司的久远开展是不是有利。假如对公司的久远开展有利,能够一试。假如只是想根据短期利益去操作商场,成果很也许是损人不利己。

  Is worth a price war, to see whether the price wars for very long time is beneficial to the company. If good for company long, can try. If just want to according to short-term interests to the operating mall, achievement is perhaps not selfish.

  济南财务咨询公司 :http://www.jnqqjz.com/