網路行銷 楊子青 G-1 [G] Price 參考資料： Judy Strauss, Adel I. El-Ansary, and Raymond Frost, E-Marketing, Prentice Hall, 2006. Chap 11: Price.

網路行銷 楊子青 G-1

[G] Price

參考資料： Judy Strauss, Adel I. El-Ansary, and Raymond

Frost, E-Marketing, Prentice Hall, 2006. Chap 11: Price.

網路行銷 楊子青 G-2

Environment, Strategy, and Performance (ESP Model)

P

Legal - Ethical Technology Competition Other factors

E-Business Strategy/

Model

Performance Metrics

SWOT

E-MarketingStrategy

Implementation Marketing Mix

Markets

Internet E

S

網路行銷 楊子青 G-3

Link E-Business with E-Marketing Strategy

E-marketing strategic planning occurs in two highly interrelated tiers:

Segmentation

Targeting

Value

Positioning

Differentiation

CommunicationDistribution

OfferE-Marketing Strategy

Tier 1 tasks

Tier 2 tasks

網路行銷 楊子青 G-4

Overview The AOL Story Price

Pricing Objectives The Internet Changes Pricing Strategies

Pricing Strategies Fixed Pricing: Price leadership, Promotional pricing Dynamic Pricing: Segmented, Negotiated pricing Bartering ( 以物易物 )

網路行銷 楊子青 G-5

1. The AOL Story AOL ( 美國線上 ) (

http://www.aol.com/) “AOL helps you get

what you want most from being online.”

“Get more from your Internet experience – comfortably, reliably and in a fun way with AOL.”

網路行銷 楊子青 G-6

The AOL Story

位於美國的全球最大資訊服務商 提供網路連結、電子郵件、聊天室及資料庫等服務。

跟台灣一般網路供應商 ( 如 Hinet) 的不同點： AOL 自行發行一套整合性的網路軟體，裡面包含了主要的網路功能軟體，這對新的使用者很方便。

AOL 的行銷策略是大量免費發散它的網路軟體， 因此加入 AOL 的網友急速增加。

網路行銷 楊子青 G-7

AOL® 9.0 Optimized with AOL TopSpeed™ technology

網路行銷 楊子青 G-8

The AOL Story What can a company do when revenues start

to slow in a maturing market? 2001 年雖有 3.3 億撥接用戶，但成長率僅

24% ( 前兩年分別有 30% 及 36%) To build more share of wallet ( 從皮夾中掏出更多錢 ) from current customers by adding new products

E.g.: interactive entertainment, communication services, and information products to the basic ISP products.

The first step: to move subscribers to broadband connectivity.

網路行銷 楊子青 G-9

The AOL Story Method: Price Plan (2004.2)

鼓勵寬頻上網，以引導其使用更多寬頻服務 寬頻上網低於撥接價格 ($14.95 < $23.90 / month) ，且比競爭者低價

寬頻上網加不限時間撥接，僅比撥接多 1.05 美金

網路行銷 楊子青 G-10

2. Price The sum of all the values

E.g.: money, time, energy, and psychic ( 心靈 ) cost that buyers exchange for the benefits of having or

using a product or service, Set by negotiation between buyers and sellers: 制定價格的 3C( 成本、競爭者、顧客需求 ) 模式

成本 競爭者與替代品的價格

獨特產品特色的顧客需求

低價格此價格之下無利潤可言

高價格此價格之上無需求可言

網路行銷 楊子青 G-11

2.1 Pricing Objectives

(1) Profit-oriented objective ( 利潤導向 ) Focuses on current profit maximization rather than

long-term performance Maximum current profit, cash flow, ROI.

(2) Market-oriented objective ( 市場導向 ) Lower costs & higher long-run profit: build market

share. Product-quality leadership: high price to cover higher

performance quality and high cost of R&D.

網路行銷 楊子青 G-12

Pricing Objectives

(3) Competition-based objective ( 競爭導向 ) According to what competitors charge for

similar products, paying less attention to company's own costs

When one airline drops prices, its competitors usually follow suit. ( 例如中油降價，台塑立即跟進 )

The Internet gives firms quicker access to competitive price changes.

網路行銷 楊子青 G-13

2.2 The Internet Changes Pricing Strategies

(1) Dynamic Pricing Before: Fixed price policies.

One price for all buyers. A relatively modern idea (end of the nineteenth

century): Arose ( 起因 ) with the development of large-scale

retailing and mass production.

Now, one hundred years later: The Internet is taking us back to an era of dynamic pricing.

Varying prices for individual customers.

網路行銷 楊子青 G-14

The Internet Changes Pricing Strategies

(2) Buyer Control Base on the huge quantity of information and

product availability on the Internet. The change in power from seller to buyer

affects pricing: Sellers are more willing to negotiate. Reverse auction: Buyers set prices for new

products and sellers decide whether or not to accept these prices.

網路行銷 楊子青 G-15

3. Pricing Strategies Price setting is full of contradictions ( 矛盾 ).

If the price is too low, profits will suffer; if it is too high, sales decline.

Pricing is a tricky ( 棘手的 ) business, guided by data, experience, and experimentation.

IT has complicated ( 複雜化 ) pricing. Sellers can easily change prices according to each

buyer’s previous behavior. Buyer value perceptions vary. Firms using multichannel delivery systems must

consider the varying costs of each channel.

網路行銷 楊子青 G-16

3.1 Fixed Pricing

Also called menu pricing. Same price for everyone. Sellers set the price and buyers take it or leave it.

(1) Price leadership: A price leader = lowest-priced product entry + set the

pace ( 距離 ) for other retailers. To implement this strategy, costs must be minimum.

Largest producer = price leader because of economies of scale. The second-lowest-priced item also gain sales, especially

if it offers advantages over the price leader.

網路行銷 楊子青 G-17

Fixed Pricing

(2) Promotional pricing: Used to encourage a first purchase ( 如體驗

價 ), encourage repeat business, and close a sale.

Carry an expiration date to create a sense of urgency.

網路行銷 楊子青 G-18

3.2 Dynamic Pricing

Offering different prices to different customers. Depending on changes in demand, supply,

competition, costs, or other factors. E.g.: 寒暑價出國之機票，團費漲價；假日住宿較貴。

To segment customers by product use or other variables.

Web-based technology + database marketing make this pricing strategy much more practical.

網路行銷 楊子青 G-19

Dynamic Pricing (1) Segmented Pricing ( 區隔化訂價 )

Uses decision rules to set pricing levels based on segment differentiation rather than cost alone.

Is usually set by the seller. Must take care not to upset customers who learn they

are getting different prices than their neighbors. Use customer accepted reasons: discounts to new customers… Online firms can build loyalty programs, like frequent flyer

programs, to offer special prices to individuals who return and purchase often.

網路行銷 楊子青 G-20

Segmented Pricing

(a) Geographic Segment Pricing Set different prices in different geographic areas.

Reflect the higher costs involved in selling in different locations.

transportation ( 運輸 ), tariffs ( 關稅 ), importer ( 進口商 ) costs…

Seller knows where the user resides from: server logs register the user’s IP address + the top level

domain name typically indicates country of residence.

網路行銷 楊子青 G-21

Segmented Pricing

(b) Value Segment Pricing Not all customers provide equal

value. Pareto Principle (80-20 法則 ):

80% of a firm’s business usually comes from the top 20% of customers.

The seller’s goal is to keep A+, A customers brand loyal and to move all groups up to a higher level.

Pricing strategies can help: E.g. give A+ customers the best discounts.

•small group•loyal customers

High

Low

A+

A

B

C

Customers Grouped by Value

Customer value tothe seller

網路行銷 楊子青 G-22

Dynamic Pricing

(2) Negotiated Pricing ( 談判訂價 ) The price is set more than once in a back and

forth discussion. Haggling ( 討價還價 ) over price is common in

many countries (e.g. Bali) But U.S. and Japan consumers have shied away

( 羞於 ) from such bargaining. The growth of online auctions is changing this.

Many consumers enjoy the sport of an auction.

網路行銷 楊子青 G-23

3.3 Bartering

Goods or services are exchanged for other products rather than cash. Users may enjoy tax benefits, but this is not a

particularly profitable pricing strategy. Consumers exchanging/auctioning used items

online may hurt sales of new products.