H公司办公用品销售定价策略研究

发布时间：2018-05-01 13:12

本文选题：办公用品 + 定价策略　；参考：《宁波大学》2017年硕士论文

【摘要】：本文以H公司的定价策略为研究对象,研究了H公司在定价过程中存在的问题,并对H公司的定价策略进行了设计和改进。首先,分析了办公用品行业的发展状况和发展趋势,近年来,办公用品行业发展迅速,中国已成为世界上最大的办公用品消费国,并逐步向一站式采购方向发展。接着分析了办公用品的竞争环境,并从配送方式、配送费用、支付方式、发货效率、退换货服务这几个方面对H公司主要竞争对手进行分析;对文具、办公用纸、打印耗材、办公设备这几个不同细分产品的竞争情况进行了比较。然后对H公司客户的销售情况、客户结构和客户利润进行分析,将客户市场进行细分,得到2个一级细分市场:“价格优先型”和“服务优先型”,再对2个一级细分市场进一步细分,分别得到2个二级细分市场:“价格驱动型”、“价值驱动型”、“便利驱动型”和“品牌驱动型”,并对不同细分市场的客户进行了分析。H公司是一家为客户提供一站式整体服务的办公用品企业。通过对H公司的现状和定价方法分析,指出了H公司在定价上存在的问题:定价目标混乱,不明确;定价决策随意性大;定价缺乏考虑市场需求情况;成本核算方法简单;定价缺乏竞争分析;定价方法过于单一。针对这些问题,对H公司的定价流程进行了设计:确定了以利润最大化为H公司定价目标;根据客户购买历史数据,建立针对每个客户的历史购买数据库,用来预测客户需求;运用作业成本法对客户服务成本进行估算;建立竞争对手产品价格数据库,分析竞争状况;确定价格。并通过案例分析,运用实例计算数据作为改进依据,对不同的细分市场客户的定价策略进行改进,并提出捆绑定价策略和订单折扣价格策略,指导H公司办公用品定价。
[Abstract]:This paper takes the pricing strategy of H Company as the research object, studies the problems existing in the pricing process of H Company, and designs and improves the pricing strategy of H Company. Firstly, the development and trend of office supplies industry are analyzed. In recent years, office supplies industry has developed rapidly. China has become the largest consumer of office supplies in the world, and has gradually developed towards one-stop purchase. Then it analyzes the competitive environment of office supplies, and analyzes the main competitors of H Company from the following aspects: distribution, distribution cost, payment, delivery efficiency, return and exchange service, stationery, office paper, printing consumables. Office equipment these several different subdivision product competition situation has carried on the comparison. Then, the sales situation, customer structure and customer profit of H company are analyzed, and the customer market is subdivided into two levels: "price first" and "service first". Then we further subdivide the two primary subdivisions, and get two secondary subdivisions: price-driven, value-driven, convenience driven and brand driven, respectively. And analyze the customers of different segments of the market. H is an office supplies enterprise that provides one-stop service for customers. By analyzing the present situation and pricing methods of H Company, the paper points out the problems of H Company in pricing: the pricing target is confused and unclear, the pricing decision is arbitrary, the pricing lacks the consideration of market demand, the cost accounting method is simple; The pricing lacks competitive analysis; the pricing method is too single. Aiming at these problems, the pricing process of H Company is designed: the goal of H Company pricing is determined to maximize profits, and according to the customer purchase history data, the historical purchase database is established for each customer to forecast customer demand. The cost of customer service is estimated by activity-based costing (ABC), the price database of competitors' products is established, the competitive situation is analyzed, and the price is determined. Based on the case analysis, the paper improves the pricing strategy of different subdivision market customers by using the example calculation data as the basis of improvement, and puts forward the bundling pricing strategy and the order discount price strategy to guide the H company to set the price of office supplies.
【学位授予单位】：宁波大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F721

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