本文選題：服務(wù)器　切入點(diǎn)：自研產(chǎn)品　出處：《蘭州大學(xué)》2017年碩士論文

【摘要】：隨著中國IT信息化產(chǎn)業(yè)的蓬勃發(fā)展,IT產(chǎn)品的市場競爭越來越激烈,在一個充分競爭的市場上,產(chǎn)品的價格直接決定著產(chǎn)品的市場表現(xiàn)、銷量和利潤。一個合理的產(chǎn)品定價方案不僅能夠?yàn)楫a(chǎn)品打開市場,獲取更多的市場份額,而且也能夠?yàn)槠髽I(yè)帶來更多的利潤,實(shí)現(xiàn)企業(yè)的長期戰(zhàn)略目標(biāo)。因此,產(chǎn)品定價是每個企業(yè)在生產(chǎn)經(jīng)營活動中最重要的決策之一。本文以IT制造領(lǐng)域的寶德科技集團(tuán)公司為研究對象,以寶德科技集團(tuán)公司自研產(chǎn)品的推出為背景,通過對該公司的內(nèi)部環(huán)境、所處服務(wù)器行業(yè)的外部環(huán)境和主要競爭對手進(jìn)行分析,結(jié)合公司自研產(chǎn)品的市場定位,提出了寶德公司自研產(chǎn)品的定價方案,即:按照撇脂定價和滲透定價相結(jié)合的定價原則,根據(jù)客戶需求情況的不同,采用成本導(dǎo)向型定價方法和競爭導(dǎo)向型定價方法相結(jié)合的定價策略,對訂單金額在五十萬元以上的客戶或者公司選擇的戰(zhàn)略客戶應(yīng)采用競爭導(dǎo)向型定價方法,而對訂單金額在五十萬元以下的客戶應(yīng)采用成本導(dǎo)向型定價方法,以此來實(shí)現(xiàn)對不同客戶的相對公平。最后,論述了寶德公司自研產(chǎn)品定價方案的實(shí)施步驟與準(zhǔn)備、實(shí)施難點(diǎn)以及相應(yīng)的解決措施,并通過實(shí)施效果的對比分析,證明了寶德科技集團(tuán)公司自研產(chǎn)品定價方案不僅直接增加了企業(yè)效益,而且有利于企業(yè)長遠(yuǎn)發(fā)展戰(zhàn)略目標(biāo)的實(shí)現(xiàn)。本次研究是市場主流的產(chǎn)品定價理論及方法在企業(yè)產(chǎn)品價格決策過程中的一次成功實(shí)踐,通過本次實(shí)踐也為其他IT制造類企業(yè)的產(chǎn)品價格決策過程提供一定的借鑒和推廣意義。
[Abstract]:With the rapid development of the information industry China IT, IT products in the increasingly fierce market competition, in a fully competitive market, the price of the product directly determines the market performance of products, sales and profits. A reasonable pricing scheme can not only open the market for the product, get more market share, but also can bring more profit for the enterprise, achieve long-term strategic goals of enterprises. Therefore, product pricing is one of the most important business activities in the production of each enterprise. Based on the IT decision making field Baode Technology Group Company as the research object, the Baode Technology Group since the launch of a new product as research background, through on the internal environment of the company, and the main competitors at the server industry external environment analysis, combined with the company's products since the market positioning research, put forward the company from research products Pricing scheme, namely: Pricing in accordance with the principle of skimming pricing and penetration pricing combined, according to the customer demand situation is different, the cost oriented pricing and competition oriented pricing method combining the pricing strategies of customers or companies choose the strategy of customer orders in the amount of five hundred thousand yuan above should be competition oriented pricing method of order amount of five hundred thousand yuan in the customer should adopt the cost oriented pricing method, in order to achieve a relatively fair for different customers. Finally, discusses the implementation steps and prepare the company self-developed products pricing scheme, implementation difficulties and the corresponding solutions, and through the comparison of the effect of the implementation of analysis proved that Baode Technology Group Company self-developed products pricing scheme not only increases the efficiency of enterprises, but also conducive to their long-term development strategy to achieve this. Research is a successful practice of market mainstream product pricing theory and method in the process of enterprise product price decision. Through this practice, it can also provide some reference and promotion significance for other IT manufacturing enterprises in the product price decision process.

【學(xué)位授予單位】：蘭州大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F274;F426.67

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