宝德公司自研产品定价方案研究

发布时间：2018-03-25 02:02

本文选题：服务器　切入点：自研产品　出处：《兰州大学》2017年硕士论文

【摘要】：随着中国IT信息化产业的蓬勃发展,IT产品的市场竞争越来越激烈,在一个充分竞争的市场上,产品的价格直接决定着产品的市场表现、销量和利润。一个合理的产品定价方案不仅能够为产品打开市场,获取更多的市场份额,而且也能够为企业带来更多的利润,实现企业的长期战略目标。因此,产品定价是每个企业在生产经营活动中最重要的决策之一。本文以IT制造领域的宝德科技集团公司为研究对象,以宝德科技集团公司自研产品的推出为背景,通过对该公司的内部环境、所处服务器行业的外部环境和主要竞争对手进行分析,结合公司自研产品的市场定位,提出了宝德公司自研产品的定价方案,即:按照撇脂定价和渗透定价相结合的定价原则,根据客户需求情况的不同,采用成本导向型定价方法和竞争导向型定价方法相结合的定价策略,对订单金额在五十万元以上的客户或者公司选择的战略客户应采用竞争导向型定价方法,而对订单金额在五十万元以下的客户应采用成本导向型定价方法,以此来实现对不同客户的相对公平。最后,论述了宝德公司自研产品定价方案的实施步骤与准备、实施难点以及相应的解决措施,并通过实施效果的对比分析,证明了宝德科技集团公司自研产品定价方案不仅直接增加了企业效益,而且有利于企业长远发展战略目标的实现。本次研究是市场主流的产品定价理论及方法在企业产品价格决策过程中的一次成功实践,通过本次实践也为其他IT制造类企业的产品价格决策过程提供一定的借鉴和推广意义。
[Abstract]:With the rapid development of the information industry China IT, IT products in the increasingly fierce market competition, in a fully competitive market, the price of the product directly determines the market performance of products, sales and profits. A reasonable pricing scheme can not only open the market for the product, get more market share, but also can bring more profit for the enterprise, achieve long-term strategic goals of enterprises. Therefore, product pricing is one of the most important business activities in the production of each enterprise. Based on the IT decision making field Baode Technology Group Company as the research object, the Baode Technology Group since the launch of a new product as research background, through on the internal environment of the company, and the main competitors at the server industry external environment analysis, combined with the company's products since the market positioning research, put forward the company from research products Pricing scheme, namely: Pricing in accordance with the principle of skimming pricing and penetration pricing combined, according to the customer demand situation is different, the cost oriented pricing and competition oriented pricing method combining the pricing strategies of customers or companies choose the strategy of customer orders in the amount of five hundred thousand yuan above should be competition oriented pricing method of order amount of five hundred thousand yuan in the customer should adopt the cost oriented pricing method, in order to achieve a relatively fair for different customers. Finally, discusses the implementation steps and prepare the company self-developed products pricing scheme, implementation difficulties and the corresponding solutions, and through the comparison of the effect of the implementation of analysis proved that Baode Technology Group Company self-developed products pricing scheme not only increases the efficiency of enterprises, but also conducive to their long-term development strategy to achieve this. Research is a successful practice of market mainstream product pricing theory and method in the process of enterprise product price decision. Through this practice, it can also provide some reference and promotion significance for other IT manufacturing enterprises in the product price decision process.

【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.67

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