价格歧视策略，如何对商品定价？3 types of price discrimination

怎么定价才算合理？How can the pricing be considered reasonable?

企业可以随意调整商品的价格，但是，你得给顾客一个“合理的理由”；并且，这个理由行不行，企业说了不算，必须是消费者认可的“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.

企业在对商品定价之前，必须思考两个问题：

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

1. 什么样的理由才算是“合理”？

What kind of reason is considered "reasonable"?

2. 怎样找到那个“合理的理由”？

How to find that "reasonable reason"?

定价是一个“真相时刻” Pricing is a "moment of truth"

营销专家雷•科里(Ray Corey) 把定价称为“真相时刻”（Moment of Truth），也就是说，定价决定着你的公司是否能赚钱。

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

为一个产品或一项服务设定价格，是一项很有风险的业务。为什么这么说呢？因为消费者从你这里购买的产品或者服务，到底值不值得他花的这些钱，完全由消费者说了算。

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.

对企业而言，你的定价过高，消费者自然不买账，转身就去了你隔壁的另一家店，还给你打差评；但问题是，假如你定价过低，消费者虽然是满意了，但你自己的利润就没有保障了。

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，定价，从来都是一个难度系数、风险系数都很高的技术活儿。

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

传统的经济学家会说，定价问题，只有一个关键因素：产品为消费者创造的总价值。这个总价值，在消费者心里，有一个价格上限，叫做“无差别价格”或者“极限价格”。

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".

按这个理论来说，定价问题很简单直接：一个商品应该按“极限价格”来向消费者收费，这很公平合理啊。

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，在现实世界中，定价机制并不是这么运作的，我们并不能向消费者收取我们为他们创造的所有价值，为什么？

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?

因为消费者的感觉很重要——如果你按“极限价格”来收费，他们会认为，你在试图从他们身上压榨出每一滴价值，那他们往往会对你敬而远之。

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，如果商家能多让利，消费者会感觉自己多占了便宜，他们的消费动力就会更强。

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.

把钱留在桌面上 Leave money on the table

综上所述，设定价格的关键在于，你得让消费者清楚地“感觉到”他们得到了实惠。也就是说，你定的价格，得低于“极限价格”，我把这种定价方式称为“把钱留在桌面上”。而企业让利给消费者的部分利润，用经济学家的话来说，就叫做“消费者剩余”。

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.

这样一来，生产成本和你设定的价格之间的差额，是企业的利润；而总价值和价格之间的差额，就是“留在桌面上的钱”——它决定了顾客购买的动机。

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，要创造一个刺激消费者购买的动机，一个简单的方法就是把价格设低一些，低于我们刚才提到的“极限价格”——换句话说，让顾客感觉自己得到的，要比他们支付得更多，他们才会对你的商品更感兴趣。

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.

拿可口可乐来说，假设你生产和分销一罐可乐花了20美分，这20美分是你的成本。然后一个消费者来了，他认为你的这罐可乐最多值30美分，那么，这30美分就是这个消费者心里的“极限价格”。

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.

那么，如果你把一罐可乐的价格定到25美分，那30减25所得到的5美分，就是你“留在桌子上的钱”，也就是你让出来的“消费者剩余”——顾客就是为了这5美分的额外收益，而更愿意来买你的可乐。

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.

第一类价格歧视：看人定价 The first type of price discrimination: depends on people's pricing

所谓“看人定价”，就是卖方试图搞清楚每个消费者愿意支付的最高价格，然后“看人下菜碟”。比如一个医生，给投保覆盖率比较低的病人看病，就会少收钱，对投保覆盖率比较高的病人，可能会多收钱；或者一个律师向大公司、有钱人收费更高的费用，这叫做“一级价格歧视”。

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"

这里有一个问题是，卖方如何知道客户愿意支付的最高价格是多少呢?最常见的方法，是跟客户讨价还价，通过精心策划、灵活变化的报价和循循善诱的谈判，来锁定客户心中的最高价格，保险公司就常常这么干。

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，有了大数据的加持，企业不仅可以弄清客户愿意支付的最高价格，还能实时调整价格，把“看人下菜碟”发挥到极致。这种价格歧视虽然存在道德层面的争议，但是在很多行业一直大行其道。

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.

第二类价格歧视：看数量定价 The second type of price discrimination: look at quantity pricing

所谓看数量定价，就是价格的差异基于你买的量有多少。

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）买东西，价格都比较便宜，因为好市多超市的商品多是家庭装、量贩装，它让我购买了比在其他超市购物时更多的商品，定价自然也应该更低；而相反，在7-11这样的连锁便利店，我常常能买到小包装、一人份的食物和日用品，它们的单价也通常会定得更高，这就是“二级价格歧视”。这种价格歧视很普遍，人们也非常欢迎。

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.

第三类价格歧视：看体验定价 The third type of price discrimination: look at experience pricing

在这种场景里，价格差异是由消费者体验的差异带来的。

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

比如说，你在工作日的白天去看一场电影，就会比你在晚上的黄金时段的票价更便宜；淡季去旅游景区，门票也会比旺季更优惠——这被称为“三级价格歧视”，消费者接受它完全没问题。

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.

以上三种价格歧视，从本质上来说，都属于动态定价的范畴，而且通常来说，消费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.

企业应该怎么对商品定价，这是一个“真相时刻”，决定着你的公司是否能赚钱。定价策略是一种博弈，顾客希望“感觉到”实惠，企业希望把利润最大化。

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.

如今大多数的企业都会采取动态定价策略，既“把钱留在桌面上”，又能让企业赚取到利润，今天我们介绍了三种类型的价格歧视，通过真实的使用场景，分析了从消费者的角度来看，这些价格歧视能被接受的关键原因，就是要给出合理的理由，这个理由，应该从某个维度上，让消费者感觉公平。

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“万物互联”的未来，人工智能可以在任何地方与你互动，你身边的各种商品、服务的价格，都会处在快速的动态变化之中。对企业来说，这意味着提高利润率和竞争力的机会，同时也意味着触怒消费者的风险，如果你对定价策略有任何的疑问，欢迎咨询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.