價格歧視策略，如何對商品定價？3 types of price discrimination

怎麼定價才算合理？How can the pricing be considered reasonable？

企業可以隨意調整商品的價格，但是，你得給顧客一個“合理的理由”；並且，

這個理由行不行，企業說了不算，必須是消費者認可的“合理”才行。

The company can adjust the price of the product at will， but you have to give the customer a “reasonable reason”； and

whether this reason works, the company says it doesn't count, it must be "reasonable" recognized by the consumer.

企業在對商品定價之前，必須思考兩個問題：

Before a company sets a price， it must think about two issues：

1. 什麼樣的理由才算是“合理”？

What kind of reason is considered “reasonable”？

2. 怎樣找到那個“合理的理由”？

How to find that “reasonable reason”？

定價是一個“真相時刻” Pricing is a “moment of truth”

營銷專家雷•科裡(Ray Corey) 把定價稱為“真相時刻”（Moment of Truth），也就是說，定價決定著你的公司是否能賺錢。

Marketing expert Ray Corey calls pricing the "Moment of Truth", which means that pricing determines whether your company can make money.

為一個產品或一項服務設定價格，是一項很有風險的業務。為什麼這麼說呢？因為消費者從你這裡購買的產品或者服務，到底值不值得他花的這些錢，完全由消費者說了算。

Setting a price for a product or a service is a very risky business。 Why do you say that？ Because the product or service that a consumer buys from you is worth the money he spends， it is up to the consumer to decide。

對企業而言，你的定價過高，消費者自然不買賬，轉身就去了你隔壁的另一家店，還給你打差評；但問題是，假如你定價過低，消費者雖然是滿意了，但你自己的利潤就沒有保障了。

For companies， if your price is too high， consumers will naturally not buy it。 They turn around and go to another store next to you and give you a bad review。 But the problem is that if your price is too low， consumers will be satisfied。 ， But your own profits are not guaranteed。

所以，定價，從來都是一個難度係數、風險係數都很高的技術活兒。

Therefore, pricing has always been a technical task with a high degree of difficulty and risk.

傳統的經濟學家會說，定價問題，只有一個關鍵因素：產品為消費者創造的總價值。這個總價值，在消費者心裡，有一個價格上限，叫做“無差別價格”或者“極限價格”。

Traditional economists would say that there is only one key factor in pricing issues： the total value the product creates for consumers。 This total value has a price ceiling in the minds of consumers， which is called “undifferentiated price” or “limit price”。

按這個理論來說，定價問題很簡單直接：一個商品應該按“極限價格”來向消費者收費，這很公平合理啊。

According to this theory， the pricing problem is simple：a product should be charged to consumers at the “limit price”， which is fair and reasonable。

然而，在現實世界中，定價機制並不是這麼運作的，我們並不能向消費者收取我們為他們創造的所有價值，為什麼？

However， in the real world， the pricing mechanism does not work like this。 We cannot charge consumers all the value we create for them。 Why？

因為消費者的感覺很重要——如果你按“極限價格”來收費，他們會認為，你在試圖從他們身上壓榨出每一滴價值，那他們往往會對你敬而遠之。

Because consumers feel very important-if you charge at the “limit price”， they will think that you are trying to squeeze every drop of value from them， and they will often keep you away。

相反，如果商家能多讓利，消費者會感覺自己多佔了便宜，他們的消費動力就會更強。

On the contrary， if businesses can make more profit， consumers will feel that they have taken more advantage， and their consumption motivation will be stronger。

把錢留在桌面上 Leave money on the table

綜上所述，設定價格的關鍵在於，

你得讓消費者清楚地“感覺到”他們得到了實惠。也就是說，你定的價格，得低於“極限價格”，我把這種定價方式稱為“把錢留在桌面上”。而企業讓利給消費者的部分利潤，用經濟學家的話來說，就叫做“消費者剩餘”。

In summary，

the key to setting prices is that you have to make consumers clearly "feel" that they are getting benefits. In other words, the price you set must be lower than the "limit price". I call this pricing method "leave the money on the table". The part of the profits that companies give to consumers is called "consumer surplus" in the words of economists.

這樣一來，生產成本和你設定的價格之間的差額，是企業的利潤；而總價值和價格之間的差額，就是“留在桌面上的錢”——它決定了顧客購買的動機。

In this way， the difference between the production cost and the price you set is the profit of the enterprise； and the difference between the total value and the price is the “money left on the table”-it determines the customer‘s motivation to buy 。

所以，要創造一個刺激消費者購買的動機，一個簡單的方法就是把價格設低一些，低於我們剛才提到的“極限價格”——換句話說，讓顧客感覺自己得到的，要比他們支付得更多，他們才會對你的商品更感興趣。

Therefore， to create an incentive for consumers to purchase， one simple way is to set the price lower， lower than the “limit price” we just mentioned-in other words， make customers feel that they get better than theirs。 Pay more and they will be more interested in your products。

拿可口可樂來說，假設你生產和分銷一罐可樂花了20美分，這20美分是你的成本。然後一個消費者來了，他認為你的這罐可樂最多值30美分，那麼，這30美分就是這個消費者心裡的“極限價格”。

In the case of Coca-Cola， suppose you spend 20 cents on producing and distributing a can of Coke。 These 20 cents are your cost。 Then a consumer came， and he thought that your can of Coke was worth 30 cents at most， so this 30 cents is the “limit price” in the mind of this consumer。

那麼，如果你把一罐可樂的價格定到25美分，那30減25所得到的5美分，就是你“留在桌子上的錢”，也就是你讓出來的“消費者剩餘”——顧客就是為了這5美分的額外收益，而更願意來買你的可樂。

So， if you set the price of a can of Coke to 25 cents， the 5 cents you get from 30 minus 25 is your “money left on the table”， which is the “consumer surplus” you let out— —Customers are more willing to buy your Coke just for the extra income of 5 cents。

第一類價格歧視：看人定價 The first type of price discrimination： depends on people’s pricing

所謂“看人定價”，就是賣方試圖搞清楚每個消費者願意支付的最高價格，然後“看人下菜碟”。

比如一個醫生，給投保覆蓋率比較低的病人看病，就會少收錢，對投保覆蓋率比較高的病人，可能會多收錢；或者一個律師向大公司、有錢人收費更高的費用，這叫做“一級價格歧視”。

The so-called "personal pricing" means that the seller tries to figure out the highest price that each consumer is willing to pay, and then "sees the person for the dishes."

For example， a doctor will charge less for patients with a relatively low insurance coverage rate， and may charge more for patients with a relatively high insurance coverage rate； or a lawyer may charge higher fees to large companies and wealthy people。 ， This is called “first-degree price discrimination”

這裡有一個問題是，賣方如何知道客戶願意支付的最高價格是多少呢？最常見的方法，是跟客戶討價還價，透過精心策劃、靈活變化的報價和循循善誘的談判，來鎖定客戶心中的最高價格，保險公司就常常這麼幹。

Here is a question， how does the seller know the highest price that the customer is willing to pay？ The most common method is to bargain with the customer， and lock the highest price in the customer’s mind through carefully planned， flexible quotations and inductive negotiations。 Insurance companies often do this。

如今，有了大資料的加持，企業不僅可以弄清客戶願意支付的最高價格，還能實時調整價格，把“看人下菜碟”發揮到極致。這種價格歧視雖然存在道德層面的爭議，但是在很多行業一直大行其道。

Nowadays， with the help of big data， companies can not only figure out the highest price that customers are willing to pay， but also adjust prices in real time to maximize the “seeing the food”。 Although this kind of price discrimination has moral controversy， it has been popular in many industries。

第二類價格歧視：看數量定價 The second type of price discrimination： look at quantity pricing

所謂看數量定價，就是價格的差異基於你買的量有多少。

The so-called pricing based on quantity means that the difference in price is based on how much you buy.

比如我在好市多超市（Costco）買東西，價格都比較便宜，因為好市多超市的商品多是家庭裝、量販裝，它讓我購買了比在其他超市購物時更多的商品，定價自然也應該更低；而相反，在7-11這樣的連鎖便利店，我常常能買到小包裝、一人份的食物和日用品，它們的單價也通常會定得更高，這就是“二級價格歧視”。這種價格歧視很普遍，人們也非常歡迎。

For example， when I buy things in Costco， the prices are relatively cheap， because most of the products in Costco are family-sized and mass-selling。 It allows me to buy more goods than when shopping in other supermarkets， and the price is Naturally， it should also be lower； on the contrary， in chain convenience stores like 7-11， I can often buy food and daily necessities in small packages， one-person serving， and their unit prices are usually set higher。 This is the “second-level price discrimination”。 This kind of price discrimination is common and very welcome。

第三類價格歧視：看體驗定價 The third type of price discrimination： look at experience pricing

在這種場景裡，價格差異是由消費者體驗的差異帶來的。

In this scenario, the price difference is brought about by the difference in consumer experience.

比如說，你在工作日的白天去看一場電影，就會比你在晚上的黃金時段的票價更便宜；淡季去旅遊景區，門票也會比旺季更優惠——這被稱為“三級價格歧視”，消費者接受它完全沒問題。

For example， if you go to a movie during the day on weekdays， it will be cheaper than your prime time at night； if you go to tourist attractions in the off-season， the tickets will be more favorable than in the peak season。 Level price discrimination“， consumers accept it without any problem。

以上三種價格歧視，從本質上來說，都屬於動態定價的範疇，而且通常來說，消費者的接受程度都很高。

The above three types of price discrimination， in essence， belong to the category of dynamic pricing， and generally speaking， consumers have a high degree of acceptance。

企業應該怎麼對商品定價，這是一個“真相時刻”，決定著你的公司是否能賺錢。定價策略是一種博弈，顧客希望“感覺到”實惠，企業希望把利潤最大化。

How companies should price their products is a ”moment of truth“ that determines whether your company can make money。 Pricing strategy is a game。 Customers want to ”feel“ benefits， and companies want to maximize profits。

如今大多數的企業都會採取動態定價策略，既“把錢留在桌面上”，又能讓企業賺取到利潤，今天我們介紹了三種類型的價格歧視，透過真實的使用場景，分析了從消費者的角度來看，這些價格歧視能被接受的關鍵原因，就是要給出合理的理由，這個理由，應該從某個維度上，讓消費者感覺公平。

Nowadays， most companies adopt dynamic pricing strategies， which not only “leave the money on the table”， but also allow the company to make profits。 Today we introduced three types of price discrimination。 Through real usage scenarios， we analyzed From the consumer‘s point of view， the key reason why these price discriminations can be accepted is to give a reasonable reason。 This reason should make consumers feel fair from a certain dimension。

在“萬物互聯”的未來，人工智慧可以在任何地方與你互動，你身邊的各種商品、服務的價格，都會處在快速的動態變化之中。對企業來說，這意味著提高利潤率和競爭力的機會，同時也意味著觸怒消費者的風險，如果你對定價策略有任何的疑問，歡迎諮詢GBAA。

In the future of ”Internet of Everything“， artificial intelligence can interact with you anywhere， and the prices of various goods and services around you will be in rapid and dynamic changes。 For companies， this means an opportunity to increase profit margins and competitiveness， and it also means the risk of angering consumers。 If you have any questions about pricing strategies， please consult GBAA。