濟(jì)南財(cái)務(wù)咨詢公司 ：報(bào)價(jià)戰(zhàn)能打嗎?

　　Jinan financial consulting company: price war can play?

　　啥情況下能打報(bào)價(jià)戰(zhàn)：①去庫(kù)存，盤活資金;②有底氣把競(jìng)賽對(duì)手干掉，獻(xiàn)身當(dāng)下利益，交換將來獨(dú)占位置;③跑馬圈地，拼下客戶后，將來能構(gòu)成二次出售。舍此幾點(diǎn)，打報(bào)價(jià)戰(zhàn)都是損人不利己的不睬性行為。在徹底競(jìng)賽的商場(chǎng)，很少存在能憑借報(bào)價(jià)戰(zhàn)構(gòu)成獨(dú)占位置的公司，也鮮有靠報(bào)價(jià)戰(zhàn)能成果輝煌的公司。 濟(jì)南財(cái)務(wù)咨詢公司

　　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

　　商場(chǎng)如戰(zhàn)場(chǎng)，商場(chǎng)上的競(jìng)賽相同是有你沒我的。競(jìng)賽的手法有許多，其間一個(gè)最有爭(zhēng)議，即是打報(bào)價(jià)戰(zhàn)。公司打報(bào)價(jià)戰(zhàn)的初衷是啥呢?大都是期望以更低的報(bào)價(jià)招引更多的客戶，占據(jù)更多的商場(chǎng)份額。在商場(chǎng)格式均衡的情況下，公司為尋求打破，會(huì)萌發(fā)打報(bào)價(jià)戰(zhàn)的激動(dòng)。

　　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.

　　說打報(bào)價(jià)戰(zhàn)，向來爭(zhēng)議許多，爭(zhēng)議的焦點(diǎn)在兩方面：

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

　　1、打報(bào)價(jià)戰(zhàn)是以危害公司贏利率為條件的，是以獻(xiàn)身單位商品的贏利去交換商場(chǎng)份額。許多公司想著薄利能多銷，出售毛利率盡管降低了，但贏利總額有也許保持乃至做大?？纯聪旅娴牡诙c(diǎn)，就知道這種主意大多是一廂情愿。

　　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、打報(bào)價(jià)戰(zhàn)很容易引起競(jìng)賽對(duì)手的仿照。假如競(jìng)賽對(duì)手相同也以報(bào)價(jià)戰(zhàn)來回?fù)舻脑?，這會(huì)讓以贏利換商場(chǎng)的構(gòu)想失敗。獻(xiàn)身贏利搶占商場(chǎng)不只不能達(dá)到目的，還會(huì)有一個(gè)后果：雙方的贏利都會(huì)拉低。對(duì)全部行業(yè)而言，報(bào)價(jià)戰(zhàn)也許是災(zāi)禍。

　　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.

　　商品的競(jìng)賽除了報(bào)價(jià)優(yōu)勢(shì)，還可有別的方面的考量。商品有優(yōu)勢(shì)的話，優(yōu)勢(shì)應(yīng)當(dāng)表現(xiàn)在商品的差異化，盡量讓商品的附加值高一些。所以公司通常都不愿主動(dòng)挑起報(bào)價(jià)戰(zhàn)。

　　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.

　　報(bào)價(jià)戰(zhàn)真的即是禍不單行嗎?也不盡然。個(gè)人認(rèn)為在下面三種情況下，報(bào)價(jià)戰(zhàn)還是值得一試的。

　　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去庫(kù)存

　　1 to inventory

　　公司假如生產(chǎn)過剩、庫(kù)存積壓，為了盤活資金，及時(shí)清理庫(kù)存是必要的。公司資金壓力大、籌資本錢高，或商品面臨更新?lián)Q代，降價(jià)促銷乃至賠本出售都不失為明智之舉。當(dāng)年長(zhǎng)虹挑起的報(bào)價(jià)戰(zhàn)就有去庫(kù)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拖垮對(duì)手

　　2 down opponents

　　假如打報(bào)價(jià)戰(zhàn)能把競(jìng)賽對(duì)手拖垮拖死，又不會(huì)致使新的競(jìng)賽對(duì)手進(jìn)入，打報(bào)價(jià)戰(zhàn)不只可為，乃至能夠上升到戰(zhàn)略高度。華為與港灣的競(jìng)賽，就可作為經(jīng)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跑馬圈地

　　3 their

　　假如打報(bào)價(jià)戰(zhàn)可收獲更多的客戶，這些客戶在將來能繼續(xù)花費(fèi)，這種情況下打報(bào)價(jià)戰(zhàn)是有利久遠(yuǎn)的。電信運(yùn)營(yíng)商搞的充話費(fèi)送手機(jī)活動(dòng)即是此類景象。

　　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.

　　是不是值得打報(bào)價(jià)戰(zhàn)，要看報(bào)價(jià)戰(zhàn)對(duì)公司的久遠(yuǎn)開展是不是有利。假如對(duì)公司的久遠(yuǎn)開展有利，能夠一試。假如只是想根據(jù)短期利益去操作商場(chǎng)，成果很也許是損人不利己。

　　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.

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