{"id":45438,"date":"2022-03-30T11:29:01","date_gmt":"2022-03-30T04:29:01","guid":{"rendered":"http:\/\/amis.misa.vn\/?p=45438"},"modified":"2024-07-04T14:45:00","modified_gmt":"2024-07-04T07:45:00","slug":"chinh-sach-gia","status":"publish","type":"post","link":"https:\/\/amis.misa.vn\/45438\/chinh-sach-gia\/","title":{"rendered":"Ch\u00ednh s\u00e1ch gi\u00e1 trong Marketing l\u00e0 g\u00ec? Vai tr\u00f2 & 7 ch\u00ednh s\u00e1ch gi\u00e1 h\u00e0ng \u0111\u1ea7u"},"content":{"rendered":"

Doanh nghi\u1ec7p \u1edf b\u1ea5t c\u1ee9 quy m\u00f4, l\u0129nh v\u1ef1c n\u00e0o \u0111\u1ec1u ho\u1ea1t \u0111\u1ed9ng v\u1edbi m\u1ee5c ti\u00eau cu\u1ed1i c\u00f9ng l\u00e0 l\u1ee3i nhu\u1eadn. V\u00e0 gi\u00e1 c\u1ea3 ch\u00ednh l\u00e0 m\u1ed9t trong nh\u1eefng y\u1ebfu t\u1ed1 quan tr\u1ecdng \u1ea3nh h\u01b0\u1edfng tr\u1ef1c ti\u1ebfp \u0111\u1ebfn l\u1ee3i nhu\u1eadn thu v\u1ec1 c\u1ee7a c\u00e1c doanh nghi\u1ec7p. Do v\u1eady, <\/span>ch\u00ednh s\u00e1ch gi\u00e1 l\u00e0 v\u1ea5n \u0111\u1ec1 quan tr\u1ecdng v\u00e0 lu\u00f4n \u0111\u01b0\u1ee3c c\u00e1c nh\u00e0 qu\u1ea3n tr\u1ecb quan t\u00e2m \u0111\u1eb7c bi\u1ec7t. C\u00f9ng MISA AMIS<\/strong> t\u00ecm hi\u1ec3u chung v\u1ec1 ch\u00ednh s\u00e1ch gi\u00e1 trong Marketing v\u00e0 7 ch\u00ednh s\u00e1ch gi\u00e1 ph\u1ed5 bi\u1ebfn nh\u1ea5t hi\u1ec7n nay nh\u00e9.<\/span><\/p>\n

I. \u0110\u1ecbnh ngh\u0129a v\u1ec1 gi\u00e1 c\u1ea3<\/b><\/h2>\n

Gi\u00e1 c\u1ea3 \u0111\u01b0\u1ee3c \u0111\u1ecbnh ngh\u0129a l\u00e0 s\u1ed1 ti\u1ec1n b\u1ea1n t\u00ednh cho s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 c\u1ee7a m\u00ecnh, v\u00e0 kh\u00e1ch h\u00e0ng s\u1ebd ph\u1ea3i tr\u1ea3 cho doanh nghi\u1ec7p s\u1ed1 ti\u1ec1n \u0111\u00f3 \u0111\u1ec3 s\u1edf h\u1eefu s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 m\u00e0 doanh nghi\u1ec7p cung c\u1ea5p. <\/span>Trong th\u1ecb tr\u01b0\u1eddng c\u1ea1nh tranh ho\u00e0n h\u1ea3o, gi\u00e1 c\u1ea3 ho\u00e0n to\u00e0n do th\u1ecb tr\u01b0\u1eddng hay l\u1ef1c l\u01b0\u1ee3ng cung c\u1ea7u quy\u1ebft \u0111\u1ecbnh. C\u00f2n trong th\u1ecb tr\u01b0\u1eddng \u0111\u1ed9c quy\u1ec1n, nh\u00e0 cung c\u1ea5p c\u00f3 g\u1ea7n nh\u01b0 to\u00e0n quy\u1ec1n t\u00e1c \u0111\u1ed9ng t\u1edbi gi\u00e1 th\u1ecb tr\u01b0\u1eddng. Trong m\u1ed9t s\u1ed1 tr\u01b0\u1eddng h\u1ee3p kh\u00e1c, gi\u00e1 c\u1ea3 c\u00f3 th\u1ec3 b\u1ecb ch\u00ednh ph\u1ee7 quy \u0111\u1ecbnh hay \u0111i\u1ec1u ti\u1ebft b\u1eb1ng c\u00e1c c\u00f4ng c\u1ee5 c\u1ee7a ch\u00ednh s\u00e1ch gi\u00e1 c\u1ea3 v\u00e0 thu nh\u1eadp.<\/span><\/p>\n

\"\u0110\u1ecbnh
\u0110\u1ecbnh ngh\u0129a v\u1ec1 gi\u00e1 c\u1ea3<\/figcaption><\/figure>\n

II. Ch\u00ednh s\u00e1ch gi\u00e1 trong Marketing l\u00e0 g\u00ec?<\/b><\/h2>\n

Ch\u00ednh s\u00e1ch gi\u00e1 \u0111\u01b0\u1ee3c hi\u1ec3u l\u00e0 chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ecbnh gi\u00e1<\/a> \u0111\u1ec1 c\u1eadp \u0111\u1ebfn c\u00e1c quy tr\u00ecnh v\u00e0 ph\u01b0\u01a1ng ph\u00e1p m\u00e0 doanh nghi\u1ec7p s\u1eed d\u1ee5ng \u0111\u1ec3 x\u00e1c \u0111\u1ecbnh m\u1ee9c gi\u00e1 ph\u00f9 h\u1ee3p cho c\u00e1c s\u1ea3n ph\u1ea9m v\u00e0 d\u1ecbch v\u1ee5 c\u1ee7a h\u1ecd d\u1ef1a tr\u00ean nhi\u1ec1u y\u1ebfu t\u1ed1.<\/span><\/p>\n

Ch\u00ednh s\u00e1ch gi\u00e1 th\u01b0\u1eddng kh\u00f4ng mang t\u00ednh \u1ed5n \u0111\u1ecbnh, l\u00e2u d\u00e0i b\u1edfi th\u1ecb tr\u01b0\u1eddng lu\u00f4n thay \u0111\u1ed5i v\u00e0 doanh nghi\u1ec7p ph\u1ea3i \u0111\u01b0a ra nh\u1eefng ph\u01b0\u01a1ng \u00e1n, ch\u00ednh s\u00e1ch gi\u00e1 m\u1edbi ph\u00f9 h\u1ee3p h\u01a1n v\u00e0 c\u00f3 th\u1ec3 c\u1ea1nh tranh v\u1edbi \u0111\u1ed1i th\u1ee7.<\/span><\/p>\n

Gi\u00e1 c\u1ea3 c\u1ee7a s\u1ea3n ph\u1ea9m lu\u00f4n c\u00f3 t\u00e1c \u0111\u1ed9ng to l\u1edbn \u0111\u1ebfn c\u00e1c chi\u1ebfn l\u01b0\u1ee3c, k\u1ebf ho\u1ea1ch kinh doanh v\u00e0 Marketing c\u1ee7a doanh nghi\u1ec7p. Kh\u00f4ng ch\u1ec9 v\u1eady, gi\u00e1 c\u1ea3 c\u00f2n \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn nhi\u1ec1u b\u1ed9 ph\u1eadn kh\u00e1c trong doanh nghi\u1ec7p nh\u01b0 b\u1ed9 ph\u1eadn cung c\u1ea5p, s\u1ea3n xu\u1ea5t v\u00e0 cung \u1ee9ng s\u1ea3n ph\u1ea9m ti\u1ebfp th\u1ecb ra th\u1ecb tr\u01b0\u1eddng, \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn s\u1ed1 l\u01b0\u1ee3ng s\u1ea3n ph\u1ea9m m\u00e0 doanh nghi\u1ec7p c\u00f3 th\u1ec3 t\u1ea1o ra v\u00e0 b\u00e1n \u0111i, \u1ea3nh h\u01b0\u1edfng tr\u1ef1c ti\u1ebfp t\u1edbi l\u1ee3i nhu\u1eadn c\u1ee7a doanh nghi\u1ec7p.<\/span><\/p>\n

\"\"<\/a><\/p>\n

III. T\u1ea7m quan tr\u1ecdng c\u1ee7a ch\u00ednh s\u00e1ch gi\u00e1 trong Marketing \u0111\u1ed1i v\u1edbi doanh nghi\u1ec7p<\/b><\/h2>\n

C\u00e1c nghi\u00ean c\u1ee9u \u0111\u00e3 ch\u1ec9 ra r\u1eb1ng nh\u1eefng thay \u0111\u1ed5i nh\u1ecf trong gi\u00e1 c\u1ea3 c\u00f3 th\u1ec3 l\u00e0m t\u0103ng ho\u1eb7c gi\u1ea3m doanh thu t\u1edbi 20-50%. M\u1eb7c d\u00f9 v\u1eady, ngay c\u1ea3 trong s\u1ed1 500 c\u00f4ng ty n\u1eb1m trong danh s\u00e1ch Fortune, c\u00f3 ch\u01b0a \u0111\u1ebfn 5% s\u1ed1 c\u00f4ng ty c\u00f3 b\u1ed9 ph\u1eadn ri\u00eang \u0111\u1ec3 nghi\u00ean c\u1ee9u v\u00e0 thi\u1ebft l\u1eadp gi\u00e1 s\u1ea3n ph\u1ea9m.<\/strong><\/em><\/span><\/p><\/blockquote>\n

Gi\u00e1 c\u1ea3 l\u00e0 y\u1ebfu t\u1ed1 r\u1ea5t quan tr\u1ecdng, n\u00f3 \u1ea3nh h\u01b0\u1edfng tr\u1ef1c ti\u1ebfp \u0111\u1ebfn s\u1ef1 \u0111\u1ecbnh v\u1ecb c\u1ee7a s\u1ea3n ph\u1ea9m, th\u01b0\u01a1ng hi\u1ec7u tr\u00ean th\u1ecb tr\u01b0\u1eddng, s\u1ee9c b\u00e1n c\u0169ng nh\u01b0 l\u1ee3i nhu\u1eadn c\u1ee7a doanh nghi\u1ec7p. C\u00f3 m\u1ed9t ch\u00ednh s\u00e1ch \u0111\u1ecbnh gi\u00e1 hi\u1ec7u qu\u1ea3 gi\u00fap doanh nghi\u1ec7p c\u1ee7ng c\u1ed1 v\u1ecb th\u1ebf b\u1eb1ng c\u00e1ch t\u1ea1o ni\u1ec1m tin v\u1edbi kh\u00e1ch h\u00e0ng c\u0169ng nh\u01b0 \u0111\u00e1p \u1ee9ng c\u00e1c m\u1ee5c ti\u00eau kinh doanh c\u1ee7a doanh nghi\u1ec7p. Ch\u00ednh s\u00e1ch \u0111\u1ecbnh gi\u00e1 th\u00e0nh c\u00f4ng s\u1ebd gi\u00e1n ti\u1ebfp gi\u00fap doanh nghi\u1ec7p:<\/span><\/p>\n

1. Th\u1ec3 hi\u1ec7n gi\u00e1 tr\u1ecb s\u1ea3n ph\u1ea9m<\/b><\/h3>\n

Gi\u00e1 c\u1ea3 \u0111\u00f4i khi \u0111\u01b0\u1ee3c v\u00ed nh\u01b0 con dao hai l\u01b0\u1ee1i. M\u1ed9t m\u1eb7t, n\u00f3 tr\u1ef1c ti\u1ebfp t\u1ea1o ra s\u1ee9c b\u00e1n s\u1ea3n ph\u1ea9m\/ d\u1ecbch v\u1ee5 c\u1ee7a doanh nghi\u1ec7p ra th\u1ecb tr\u01b0\u1eddng v\u00e0 nh\u1eadn \u0111\u01b0\u1ee3c s\u1ef1 \u1ee7ng h\u1ed9 c\u1ee7a kh\u00e1ch h\u00e0ng. M\u1eb7t kh\u00e1c, n\u00f3 c\u0169ng th\u1ec3 hi\u1ec7n gi\u00e1 tr\u1ecb s\u1ea3n ph\u1ea9m c\u1ee7a doanh nghi\u1ec7p trong m\u1eaft kh\u00e1ch h\u00e0ng l\u00e0 cao hay th\u1ea5p. V\u00ed d\u1ee5 n\u1ebfu doanh nghi\u1ec7p \u0111\u1ecbnh gi\u00e1 s\u1ea3n ph\u1ea9m qu\u00e1 \u201ch\u1eddi\u201d, l\u01b0\u1ee3ng ti\u00eau th\u1ee5 tuy t\u0103ng nh\u01b0ng trong t\u00e2m tr\u00ed m\u1ed9t b\u1ed9 ph\u1eadn kh\u00e1ch h\u00e0ng s\u1ebd \u0111\u1ecbnh h\u00ecnh th\u01b0\u01a1ng hi\u1ec7u \u1edf t\u1ea7m trung ho\u1eb7c th\u1ea5p h\u01a1n, hay th\u1eadm ch\u00ed \u0111\u00e1nh gi\u00e1 s\u1ea3n ph\u1ea9m k\u00e9m ch\u1ea5t l\u01b0\u1ee3ng.<\/span><\/p>\n

\"Gi\u00e1
Gi\u00e1 c\u1ea3 th\u1ec3 hi\u1ec7n tr\u1ef1c ti\u1ebfp gi\u00e1 tr\u1ecb s\u1ea3n ph\u1ea9m<\/figcaption><\/figure>\n

Trong m\u1ed9t s\u1ed1 tr\u01b0\u1eddng h\u1ee3p, gi\u00e1 tr\u1ecb s\u1ea3n ph\u1ea9m bao g\u1ed3m c\u00f3 gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u \u1edf trong \u0111\u00f3. M\u1ed9t khi doanh nghi\u1ec7p c\u00f3 ch\u1ed7 \u0111\u1ee9ng tr\u00ean th\u1ecb tr\u01b0\u1eddng, c\u00f3 l\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng \u1ed5n \u0111\u1ecbnh th\u00ec gi\u00e1 tr\u1ecb s\u1ea3n ph\u1ea9m c\u1ee7a doanh nghi\u1ec7p \u0111\u00f3 ch\u1eafc ch\u1eafn s\u1ebd cao h\u01a1n so v\u1edbi \u0111\u1ed1i th\u1ee7. V\u00e0 kh\u00e1ch h\u00e0ng c\u0169ng s\u1ebd s\u1eb5n s\u00e0ng mua h\u00e0ng v\u00ec h\u1ecd bi\u1ebft \u0111\u00f3 kh\u00f4ng ch\u1ec9 l\u00e0 mua s\u1ea3n ph\u1ea9m\/ d\u1ecbch v\u1ee5 m\u00e0 c\u00f2n mua c\u1ea3 gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a doanh nghi\u1ec7p \u0111\u00f3.<\/span><\/p>\n

2. Thuy\u1ebft ph\u1ee5c kh\u00e1ch h\u00e0ng mua h\u00e0ng<\/b><\/h3>\n

Ng\u01b0\u1ee3c l\u1ea1i so v\u1edbi gi\u00e1 \u201ch\u1eddi\u201d, n\u1ebfu <\/span>gi\u00e1 s\u1ea3n ph\u1ea9m c\u1ee7a doanh nghi\u1ec7p \u1edf m\u1ee9c cao c\u00f3 th\u1ec3 truy\u1ec1n t\u1ea3i gi\u00e1 tr\u1ecb t\u1ed1t h\u01a1n, nh\u01b0ng n\u1ebfu m\u1ee9c gi\u00e1 \u0111\u00f3 cao h\u01a1n m\u1ee9c kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng s\u1eb5n s\u00e0ng tr\u1ea3, th\u00ec \u0111\u00f3 s\u1ebd l\u00e0 v\u1ea5n \u0111\u1ec1. Gi\u00e1 l\u00fd t\u01b0\u1edfng l\u00e0 m\u1ee9c gi\u00e1 c\u00f3 th\u1ec3 thuy\u1ebft ph\u1ee5c kh\u00e1ch h\u00e0ng mua s\u1ea3n ph\u1ea9m c\u1ee7a b\u1ea1n ngay c\u1ea3 khi h\u1ecd so s\u00e1nh gi\u00e1 v\u1edbi c\u00e1c s\u1ea3n ph\u1ea9m t\u01b0\u01a1ng t\u1ef1 m\u00e0 \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh c\u1ee7a b\u1ea1n cung c\u1ea5p.<\/span><\/p>\n

3. C\u1ee7ng c\u1ed1 ni\u1ec1m tin c\u1ee7a kh\u00e1ch h\u00e0ng \u0111\u1ed1i v\u1edbi s\u1ea3n ph\u1ea9m<\/b><\/h3>\n

Khi ng\u01b0\u1eddi d\u00f9ng tin t\u01b0\u1edfng v\u00e0o m\u1ed9t s\u1ea3n ph\u1ea9m hay th\u01b0\u01a1ng hi\u1ec7u n\u00e0o \u0111\u00f3, h\u1ecd s\u1ebd kh\u00f4ng ng\u1ea7n ng\u1ea1i \u201ctruy\u1ec1n mi\u1ec7ng\u201d cho nhi\u1ec1u ng\u01b0\u1eddi kh\u00e1c v\u00e0 v\u1eabn s\u1eb5n l\u00f2ng ti\u1ebfp t\u1ee5c s\u1eed d\u1ee5ng s\u1ea3n ph\u1ea9m c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u \u0111\u00f3 th\u01b0\u1eddng xuy\u00ean.<\/span><\/p>\n

Kh\u00e1ch h\u00e0ng s\u1ebd ch\u1ec9 tin t\u01b0\u1edfng nh\u1eefng g\u00ec m\u00e0 h\u1ecd \u0111\u00e3 n\u1eafm \u0111\u01b0\u1ee3c th\u00f4ng tin m\u1ed9t c\u00e1ch r\u00f5 r\u00e0ng. Khi l\u1ef1a ch\u1ecdn mua h\u00e0ng, \u0111i\u1ec1u \u0111\u1ea7u ti\u00ean kh\u00e1ch h\u00e0ng l\u00e0m l\u00e0 t\u00ecm ki\u1ebfm th\u00f4ng tin v\u1ec1 gi\u00e1 c\u1ea3, ch\u1ea5t l\u01b0\u1ee3ng m\u1eb7t h\u00e0ng \u0111\u00f3. Ch\u1eafc ch\u1eafn r\u1eb1ng v\u1edbi nh\u1eefng s\u1ea3n ph\u1ea9m m\u1ee9c gi\u00e1 r\u00f5 r\u00e0ng, h\u1ee3p l\u00fd, c\u1ee5 th\u1ec3 v\u1edbi c\u00e1c ch\u01b0\u01a1ng tr\u00ecnh khuy\u1ebfn m\u00e3i \u0111i k\u00e8m s\u1ebd \u0111\u01b0\u1ee3c tin t\u01b0\u1edfng h\u01a1n so v\u1edbi nh\u1eefng s\u1ea3n ph\u1ea9m c\u00f3 th\u00f4ng tin ch\u1ec9 h\u1eddi h\u1ee3t, kh\u00f4ng \u0111\u1ea7y \u0111\u1ee7, th\u1eadm ch\u00ed kh\u00f4ng c\u00f3 th\u00f4ng tin cho ng\u01b0\u1eddi d\u00f9ng t\u00ecm ki\u1ebfm\u2026<\/span><\/p>\n

\"\"<\/a><\/p>\n

IV. C\u00e1c y\u1ebfu t\u1ed1 \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn ch\u00ednh s\u00e1ch gi\u00e1 trong Marketing<\/b><\/h2>\n

1. Y\u1ebfu t\u1ed1 b\u00ean trong<\/b><\/h3>\n

1.1 M\u1ee5c ti\u00eau Marketing<\/b><\/h4>\n

Tr\u01b0\u1edbc khi \u0111\u01b0a ra m\u1ee9c gi\u00e1 cho s\u1ea3n ph\u1ea9m, doanh nghi\u1ec7p c\u1ea7n xem x\u00e9t m\u1ee5c ti\u00eau cu\u1ed1i c\u00f9ng doanh nghi\u1ec7p mu\u1ed1n \u0111\u1ea1t \u0111\u01b0\u1ee3c \u1edf s\u1ea3n ph\u1ea9m \u0111\u00f3 l\u00e0 g\u00ec. N\u1ebfu doanh nghi\u1ec7p \u0111\u1ecbnh v\u1ecb th\u1ecb tr\u01b0\u1eddng v\u00e0 l\u1ef1a ch\u1ecdn th\u1ecb tr\u01b0\u1eddng m\u1ee5c ti\u00eau \u0111\u00fang \u0111\u1eafn th\u00ec chi\u1ebfn l\u01b0\u1ee3c gi\u00e1 trong Marketing s\u1ebd th\u1ef1c hi\u1ec7n d\u1ec5 d\u00e0ng v\u00e0 hi\u1ec7u qu\u1ea3 l\u00e2u d\u00e0i. M\u1ed9t s\u1ed1 m\u1ee5c ti\u00eau b\u00ean trong m\u00e0 doanh nghi\u1ec7p c\u1ea7n ch\u00fa \u00fd ch\u1ee7 y\u1ebfu s\u1ebd l\u00e0 s\u1ef1 t\u1ed3n t\u1ea1i, t\u1ed1i \u0111a h\u00f3a l\u1ee3i nhu\u1eadn, t\u1ed1i \u0111a h\u00f3a th\u1ecb ph\u1ea7n v\u00e0 d\u1eabn \u0111\u1ea7u ch\u1ea5t l\u01b0\u1ee3ng s\u1ea3n ph\u1ea9m.\u00a0<\/span><\/p>\n