Chien lc gia

1)Cac yeu to anh hng ti gia 2)Cac can c chnh e nh gia 3)Cac chien lc gia 4)Cac bc nh gia

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Cac yeu to anh hng ti gia

     

1) cac muc tieu nh gia 2) cac thanh phan marketing mix 3) chi ph 4) nhu cau th trng 5) canh tranh 6) cac yeu to khac

cac muc tieu nh gia

   

Ton tai Toi a hoa li nhuan M rong th phan Chng to chat lng cao

Ton tai


Can ban hang e co tien e tra cac khoan n

price quan Total Margi Total Aver Margi profit tity reven nal costs age nal reven total costs ue ue costs
50 45 40 35 30 25 20 15 10 5 1 2 3 4 5 6 7 8 9 10 50 90 120 140 150 150 140 120 90 50 NA 40 30 20 10 0 -10 -20 -30 -40 112 121 125.5 128 128.75 130.00 133.25 148.00 172.00 202.50 112 60.5 41.83 32.00 25.75 21.67 19.04 18.50 19.11 20.25 NA 9 4.5 2.5 0.75 1.25 3.25 14.75 24.00 30.50 -62 -31 -5.5 12 21.25 20.00 6.75 -28.00 -81.99 -152.5

Bai toan nh gia toi a li nhuan

Phng trnh nhu cau : Q = 1000 4p Ham chi ph : C = F + v . Q C = 6000 + 50 Q

Cac ham so ve doanh so va li nhuan can tm

 

Ham doanh so : R = P Q Ham li nhuan : W = R C

M rong th phan


Chiem th phan cua oi thu canh tranh hoac thu hut cac khach hang mi

Chng to chat lng cao



nh gia cao e khach hang biet rang ay la san pham chat lng cao

cac thanh phan marketing mix

  

San pham Phan phoi Xuc tien

chi ph
  

Chi ph kha bien Chi ph bat bien Tong ph

Gi v n hng bn
 

Gi v n hng bn bao g m cc kho n : - Chi ph nguyn v t li u - chi ph nhn cng tr c ti p s n xu t - chi ph qu n l tr c ti p s n xu t - Kh u hao ti s n c nh tr c ti p s n xu t Gi m gi v n b ng cch ti t ki m nguyn v t li u , t ng n ng su t , c t gi m chi ph qu n l s n xu t.

Chi ph bn hng


- L ng cho nhn vin bn hng - kh u hao - Cac chi ph phuc vu cho viec ban hang

Chi ph qu n l doanh nghi p



- L ng cho b ph n qu n l doanh nghi p - kh u hao - cc kho n ph khc Cc kho n chi ph i u hnh kinh doanh ph i c . Tuy nhin t hi u qu c n g n chi ph ny v i k t qu kinh doanh

L i ch ti chnh do c chnh sch gi ph h p v i th tr ng



Chnh sch gi khng ch ph thu c vo chi ph . N ph thu c vo nhi u y u t nh c nh tranh , nh n nh c a ng i mua. nh gi ng trn th tr ng c th a n nh ng doanh s v l i nhu n r t cao

nhu cau th trng



He so co dan

ED =

% thay oi ve cau % thay oi ve gia

Gia ca b anh hng bi tnh hnh cung va cau

gia

Lng hang mua

canh tranh


oi thu canh tranh co the giam gia e thu hut khach hang

cac yeu to khac anh hng ti gia

 

Qui nh cua nha nc Tnh hnh chnh tr the gii

Cac can c chnh e nh gia

  

nh gia da vao chi ph nh gia da vao canh tranh nh gia da vao s cam nhan cua khach hang

Phan tch moi quan he gia va chi ph



So sanh gia Gia ban ph va chi

Cao hn Chi ph Gia ban Bang Chi ph Gia ban Thap hn Chi ph

li

Chi ph

hoa von

lo

nh gia da vao chi ph



Gia ban = chi ph + mc ke li

nh gia da vao chi ph



- Khach hang phai mua hang vi gia do ngi ban nh ra - nh gia theo cach nay thng cac th trng oc quyen ( oc quyen theo qui nh, oc quyen t nhien , oc quyen ky thuat )

Gia ban iem hoa von

F


Q (san lng hoa von ) =

p- v

F


R ( doanh so hoa von) =

1v p

Gia ban iem hoa von



Doanh so , chi ph

Doanh so Tong ph

Gia ban iem hoa von

Xe Mercedes , 16 cho, 500 trieu ong, khau hao eu trong 6 nam.  Xe i tuyen tp.HCM-Vnh long 140 km , ngay chay 2chuyen(i va ve), tieu hao xang 100 km/16 lit , gia xang 10.000/lit  Chi ph mot chuyen:lng tai xe 100.000, chi ph quan ly ,ban ve ,ben:50.000 , chi ph cau ng : 20.000 , Chi ph khan , nc cho mot khach hang :5.000


nh gia da vao canh tranh



Can c vao gia tren th trng e nh gia. Thng la cac san pham co cac ac tnh kha giong nhau

nh gia da vao canh tranh



- cach nh gia nay thng co cac th trng co nhieu ngi ban va nhieu ngi mua

nh gia canh tranh

 

Click gia : 25,5 trieu trieu Nouvo gia :25

nh gia da vao s cam nhan cua khach hang

Can c vao anh gia cua khach hang e xac nh gia
Gia ?

nh gia da vao s cam nhan cua khach hang

- Vi cach nh gia nay can tac ong vao nhan thc cua khach hang - Can nghien cu e biet c cac ac tnh nao cua hang hoa va cac hoat ong marketing c khach hang cho la co gia tr vt troi

Wave RS gia : 14,9 trieu ong

th thao , tr

Wave RSV ga : 16,9 trieu ong

Th thao , tr ,m u Repsol c a i ua Honda Moto GP , banh xe mam uc

Cac chien lc gia

        

1 ) nh gia chung loai 2 ) Gia cho san pham mi 3 ) nh gia chiet khau 4 ) Gia theo khach hang 5 ) Gia tam ly 6 ) nh gia ca m 7 ) nh gia thu hut khach hang 8 ) nh gia theo cach au gia 9 )nh gia tao s chu y cua khach hang

nh gia chung loai



Cac san pham khac nhau nen nh gia khac nhau

Nhn hi u Spacy Wave 1 Wave RSV Wave RS Wave Wave 100 S Super Dream

Gi (tri u ng) 30,8 11,9 16,9 14,9 12,9 17,5 15,9

c i m Tay ga , ki u g n gi ng spacy Nh t Ki u Wave , gi r Th thao , tr ,m u Repsol c a i ua Honda Moto GP th thao , tr ki u Wave truy n th ng Ki u Wave Ki u super Dream truy n th ng Ki u super Dream truy n th ng

Super Dream 16,9 deluxe

FutureNeo phanh c

21,5

Dng Future

Future Neo

22,5

Dng Future ki u dng th thao

Future Neo 24 GT

Ki u Future Neo th thao, tr , bnh xe c

Click

25,5

Tay ga, ki u trng gi ng Nouvo.

Gia cho san pham mi

  

- nh gia tham nhap th trng -nh gia ht vang sa - nh gia canh tranh

nh gia tham nhap th trng

gia

-nh gia ht vang sa

gia

nh gia chiet khau

Danh cho khach hang cac khoan chiet khau e kch thch viec mua Cac loai gia chiet khau : - chiet khau theo mua - chiet khau chc nang - chiet khau theo so lng mua - Chiet khau thanh toan nhanh

    

chiet khau theo mua

Khuyen khch khach hang mua vao luc vang khach


nhu cau

thi gian

chiet khau chc nang

Khuyen khch cac trung gian

chiet khau theo so lng mua

Khuyen khch mua nhieu

Chiet khau thanh toan nhanh

Khuyen khch khach hang thanh toan nhanh

Gia theo khach hang



Cac khach hang khac nhau se mua hang vi gia khac nhau

nh gia tam ly
 

nh gia co so le Ghi gia cao ban gia thap

nh gia co so le

14,900.000

nh gia co so le

15.000.000 14,900.000

Ghi gia cao ban gia thap

19.000.000

Ghi gia cao ban gia thap

40.000.000

19.000.000

nh gia ca m

nh gia thu hut khach hang

 

Mua mot uc hai Ghi gia thap ban san pham gia cao Sau khi mua san pham A se c mua san pham khac giam gia

nh gia theo cach au gia



Ban cho khach hang tra gia cao nhat

nh gia mot lan s dung nhieu lan

Mua mot lan s dung nhieu lan

nh gia tao s chu y cua khach hang



nh gia cc re e tao s chu y cua d luan nham truyen thong

Cac bc nh gia

   

 

1) Xac nh muc tieu nh gia 2) Xac nh nhu cau th trng 3) Xac nh chi ph 4) Phan tch gia cua oi thu canh tranh 5) La chon phng phap nh gia chnh 6) chon mc gia chung 7)Xac nh gia theo cac chien

Xac nh muc tieu nh gia



Muc tieu nh gia co c sau khi xac nh muc tieu kinh doanh

Xac nh nhu cau th trng



Xac nh khach hang , lng khach hang,nhu cau va kha nang tai chnh cua ho

Xac nh chi ph


Chi ph la can c chnh e nh gia , la c s e xac nh li (lo) , chat lng hang hoa cung nh dch vu cho khach hang

Phan tch gia cua oi thu canh tranh



Gia phai co tnh canh tranh , neu doanh nghiep muon ton tai

La chon phng phap nh gia chnh



Xac nh phng phap nh gia chnh e co the a ra phng phap nh gia chu ao

chon mc gia chung



Mc gia chung phai can nhac tren nhieu mat khac nhau t chi ph en canh tranh cung nh cam nhan cua khach hang

Xac nh gia theo cac chien lc gia



Cac chien lc gia the hien tnh linh ong trong viec nh gia nham at c cac muc tieu trong kinh doanh