1、1外文翻译原文MATERIALSOURCEMARKETINGMANAGEMENTAUTHORPHILIPKOTLERENTERPRISEINBEFOREFIXINGPRICEMUSTFIRSTDEFINEGOALSPRICINGGOALSFORTHEENTERPRISEMARKETINGGOALSASTHEFOUNDATION,ISTHEENTERPRISECHOOSEPRICINGMETHODANDPRICINGSTRATEGYBASEDONITBECAUSEPRICINGGOALISTOTHEENTERPRISEMARKETINGOBJECTIVESANDSERVICE,SO,JUSTAS
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17、AREBUTINUSINGTHISPRICINGGOALMUSTALSOBECAREFULCONSIDERATION,HOLDBECAUSEBYLOWPRICESTRATEGYTOEXPANDMARKETSHARE,ITWOULDBEDEMANDHASINCREASEDDRAMATICALLYTHEREFORE,THEENTERPRISEMUSTHAVEPLENTYOFCOMMODITYSUPPLY,OTHERWISE,BECAUSEDEMANDANDCAUSEPOTENTIALCOMPETITORSTOSTEPIN,BUTTHISCANDAMAGETHEENTERPRISESINTEREST
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19、INATION,CONSUMERSMINDISRELATIVELYEASYTOESTABLISHHONESTYINTHEIMAGE,CONVERSELY,ENTERPRISEWITHPUREPROFITPRICING,EVENTOOBTAINPROFITSFORMOTIVATION,QUALITYANDPRICEWITHDISCREPANCIES,ORUNQUALIFIEDANDHIGHPRICE,THEENTERPRISEWILLBEDIFFICULTTOESTABLISHTHEGOODIMAGEFOREXAMPLE,ANDPRODUCTSTRATEGYSUITABLY,APPROPRIAT
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23、NGSTRATEGYINFACT,INTHEFIERCEMARKETCOMPETITIONSITUATION,THEENTERPRISEISINPRICINGMETROPOLISBEFORESTUDYCAREFULLYTHECOMPETITORSPRODUCTSANDPRICE,ANDTHENCONSCIOUSLYTHROUGHOWNPRICINGTARGETTODEALWITHRIVALSACCORDINGTOTHEENTERPRISE,THEGENERALDIFFERENTCONDITIONSHADTHEFOLLOWINGFOURCASES1STRENGTHOFWEAKENTERPRISE
24、,CANUSETHESAMEPRICEWITHCOMPETITORSORSLIGHTLYLOWERTHANCOMPETITORSPRICETOSELLPRODUCTSMETHOD2STRENGTHSTRONGENTERPRISES,ANDTOEXPANDMARKETSHARE,CANBEMADELESSTHANCOMPETITORSPRICETOSELLPRODUCTSMETHOD3CHAOZHOUISSTRONG,ANDHAVETHESPECIALTECHNOLOGYORPRODUCTQUALITYORFORCONSUMERSPROVIDEMORESERVICESENTERPRISES,CA
25、NUSETHANCOMPETITORSSELLINGPRODUCTSMETHODTHEPRICE4INORDERTOPREVENTOTHERSTOJOINTHERANKSOFTHEENTERPRISECOMPETITIONSIMILARPRODUCTS,WITHACERTAINCONDITIONS,ITISUSUALLYADOPTEDTHEBEGINNINGPRICEISVERYLOWMETHOD,FORCINGWEAKENTERPRISEWITHDRAWINGFROMMARKETORBLOCKOPPONENTTOENTERTHEMARKETINACTUALWORK,MORETHANFIVEK
26、INDSOFPRICINGTARGETSOMEUSEDALONE,SOMETIMESALSOCANCOOPERATETOUSEENTERPRISEDECIDESTHEPRICETARGETIS,OFCOURSE,ALSOWANTBYENTERPRISEFLEXIBILITY译文资料来源营销管理作者菲利普科特勒企业在定价之前必须首先确定定价目标。定价目标以企业营销目标为基础，是企业选择定价方法和制定价格策略的依据。因为定价目标是为企业营销目标而服务的，所以，正如实现营销目标可以通过多种途径一样，企业的定价目标也有多种。（一）以获取利润为定价目标价格高于成本，获取经营利润，是任何企业开展经营活动的
27、基本目标。而5能否获取期望利润则在很大程度上取决于销售价格的制定。所以获取适当利润便成为最常见的定价目标。根据企业对利润的期望水平不同，利润定价目标又可分为适当利润定价（或称目标利润定价）和最大利润定价。适当利润定价就是企业对某一产品和服务的定价足以保证其达到一个既定的目标利润额或目标利润率。采用这种定价目标的企业，一般是根据投资额规定利润率，然后计算出单位产品的利润额，把它加在产品的成本上，就成为该产品的出售价格。采用这种定价目标，必须注意两个问题。1、要确定合理的利润率。一般说，预期的利润率应该高于银行的存款利息率，但又不能太高，太高了所定的价格消费者不能接受。2、采用这种定价目标必须具备
28、一定条件，即自己的产品是畅销产品，不怕竞争对手竞争。否则，产品卖不出去，预期的投资利润就不能实现。最大利润定价就是企业期望通过制定较高的价格，从而迅速获取最大利润的定价目标。采用这种定价目标的企业，其产品多处于绝对有利的地位。例如企业新产品上市时希望快速收回投资获取高额利润，并取得同竞争者展开价格竞争的有利条件，而采用这种目标定价。当然最大利润定价也包括企业的产品和服务在某一特定情况下无法迅速回收投资，而此时的最大利润即表现为高于变动成本的最大边际收益。利润目标又分为短期利润目标和长期利润目标两种。在当前市场竞争不是十分激烈，而市场需求尚未能得到较好满足的情况下，较高的价格水平可能有助于企业短
29、期利润目标的实现。但较高的价格水平和盈利水平也可能迅速引至大量的竞争者，从而使企业在未来面临十分严峻的竞争局面，不利于企业的长期利润目标。因此，即使是以获取最大利润为定价目标，其价格的高低也应是适当的。企业应该着眼于长期利润目标，兼顾短期利润目标。因为从长期观点看，企业追求最大利润就会使其不断提高技术水平，改善经营管理，以求在竞争中取胜，这对企业，对社会、对消费者都是有利的。而企业如果只顾眼前利益，甚至不择手段地追求最高利润使企业信誉受损而不能发展，最终可能连短期利润也难以实现，即使侥幸能够实现，也会因为企业不牢固的基础而使整个经营失利。（二）以扩大销售为定价目标有时企业会将定价的目标主要着眼
30、于产品销售量的扩大。如在新产品刚进入市场的阶段，只有迅速扩大销售才可能形成规模效应，导致产品成本的下降。所以企业不宜将利润目标定得太高，而应通过市场能够接受的价格迅速打开市场；此外在产品的成熟期乃至衰退期，为了要迅速地出清存货，进行产品结构的变换，有时也会以能促进销售的价格策略来吸引广大消费者。6（三）以市场占有为定价目标即企业从占领市场的角度来制定商品的定价目标。市场占有率的高低，对于价格的高低有很大影响。市场占有率包括绝对占有率和相对占有率，是反映企业市场地位的重要指标，影响到企业的市场形象和盈利能力。与同类企业或产品比较，市场地位高，表明在竞争过程中，企业拥有一定优势。意味着企业生产和销
31、售的规模大，即便在单位利润水平不高的情况下，企业仍具有较强的赢利能力；反之，市场占有率很低，则可能意味着企业没有明显优势，甚至可能处于十分危险的地位。即便单位利润水平很高，但在生产经营量有限的情况下，盈利能力仍是有限的。因此，许多企业经常采用价格手段，力图维持或扩大其市场占有率。在现有生产量和销售量基础上，仍具有较大的扩张潜力，成本也有一定的下降空间，而产品的价格需求弹性又较高的企业，更是经常采用降价手段，扩大自身的市场占有率。但在采用这一定价目标时也必须慎重考虑，量力而行。因为运用低价策略扩大市场占有率，必然会使需求量急剧增加。为此，企业必须有充足的商品供应，否则，由于供不应求而造成潜在的竞
32、争者乘虚而入，这反而会损害企业的利益。（四）以改善形象为定价目标即把价格作为确定企业特定形象的表现手段的定价目标。价格是消费者据以判断企业行为及其产品的一个重要因素。一个企业的定价与其向消费者所提供服务的价值比例协调，企业在消费者心目中就较容易树立诚实可信的形象，反之，企业定价以单纯的获利，甚至以获取暴利为动机，质价不符，或是质次价高，企业就难以树立良好的形象。比如，与产品策略等相配合，适当的定价也可以起到确立强化企业形象特征的作用。为优质高档商品制定高价，有助于确立高档产品形象，吸引特定目标市场的顾客；适当运用低价或折扣价则能帮助企业树立“平民企业”、以普通大众作为其服务目标对象的企业形象。
33、又比如，激烈的价格竞争常常使企业之间“两败俱伤”，从短期看可能会给消费者带来一定好处，但是破坏了市场供求正常格局，从长期看终究会给消费者带来灾难。在这样的情况下，如果有企业为稳定市场价格做出努力并取得成效的话，就会在社会上确立其行业中举足轻重的领导者地位。（五）以应对竞争为定价目标即企业通过服从竞争需要来制定价格的定价目标。一般说，企业对竞争者的行为都十分敏感，尤其是对方的价格策略。事实上，在市场竞争日趋激烈的形势下，企业在定价前都会仔细研究竞争对手的产品和价格情况，然后有意识地通过自己的定价目标去对付竞争对手。根据企业的不同条件，一般有下面四种情况71、力量较弱的企业，可采用与竞争者的价格相同或略低于竞争者价格出售产品的方法。2、力量较强的企业，又要扩大市场占有率时，可采用低于竞争者价格出售产品的方法。3、资力雄厚，并拥有特殊技术或产品品质优良或能为消费者提供较多服务的企业，可采用高于竞争者价格出售产品方法。4、为了防止别人加入同类产品竞争行列的企业，在一定条件下，往往采用一开始就把价格定得很低的方法，从而迫使弱小企业退出市场或阻止对手进入市场。在实际工作中，以上五种定价目标有的单独使用，有时也会配合使用。定价目标是企业定的，当然也要由企业灵活运用。
