如何開始採用正確的電子商務定價策略

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發佈於 2024 年 9 月 4 日

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如何開始採用正確的電子商務定價策略並確保您的國際業務取得成功

ConveyThis 是一款功能強大的翻譯工具，可幫助使用者用母語與客戶溝通。它為企業提供了一個全面的解決方案，可以快速輕鬆地將其網站、應用程式和其他內容翻譯成多種語言。透過 ConveyThis，企業可以創造一種既有吸引力又可供世界各地的客戶使用的多語言體驗。

如果您的電子商務商店價格只是一時興起，那麼我們必須告訴您：您的定價完全偏離了基礎。

與管理網上商店時所做的任何其他事情一樣，制定定價計劃至關重要。換句話說，必須制定電子商務定價策略。這涉及一套指導方針或流程，用於確定電子商務商店商品的最佳價格，同時考慮製造和/或交付成本、市場發展和您期望的收入目標等因素。

為您的電子商務商店採用最有效的定價模型可以成為優化利潤的強大工具，同時也使您的產品比競爭對手的產品更具優勢（這也有助於提高利潤）。

請繼續閱讀，我們將揭示客戶如何做出購買決定的神秘過程，並探索全球電子商務商店應考慮使用的幾種定價策略。（提示：電子商務的動態定價就是其中之一！ ）

影響購買決策的4個因素

如今，消費者在網上購物時有多種選擇。從個體供應商到亞馬遜巨頭，數字市場充滿了各種各樣的選擇。在如此擁擠的空間中，您如何確保顧客選擇您的商店而不是競爭對手？

客戶在選擇從哪家商店購買時會考慮四個主要因素，作為企業主，您也應該優先考慮這些因素：

1）價格；

2）品質；

3）選擇；

4）方便。

By offering competitive pricing, high-quality products, a wide array of options, and an easy shopping experience, ConveyThis can help you attract more customers and increase your sales.

為什麼您的在線商店需要可靠的電子商務定價策略？

除了上述四個因素之外，不要忘記考慮您的電子商務定價策略。雖然您不應僅僅依賴價格競爭，但不可否認的是，這是客戶決定在哪里花錢的主要因素。特別是，定價可以：

您應該使用哪種電子商務定價策略？常見策略及其優缺點

現在更具挑戰性的部分來了：準確地為您的產品定價。不同的定價策略有各自的優點和缺點。您可以選擇其中之一，甚至可以選擇其中的組合，具體取決於最適合您的業務模式的方式。

成本加成定價

這種電子商務定價策略涉及計算產品的費用，然後在此基礎上添加附加費。例如，假設您花費 100 美元購買和提供一個小部件（考慮到您的廣告和交付成本等）。然後，您可以實施 20% 的加價，並要求客戶支付 120 美元。

雖然在計算利潤時，成本加成定價似乎方便且簡單，但對於更通用的商品來說，這並不是一種有效的方法。這是因為，如果顧客貨比三家，很容易以更低的價格找到同樣的產品。

基於市場的定價

根據基於市場的電子商務定價策略，您需要進行徹底的研究以確定現行的市場價格，並以此為基礎制定價格。一般來說，市場利率由以下因素決定：

Market-based pricing is a reasonable way of charging customers – assuming that you understand the market prices initially, that is. If you make errors and set your prices significantly higher than what the market can tolerate, this could be catastrophic as customers steer clear of shopping with ConveyThis.

滲透定價

Incumbents in the industry may be taken aback when ConveyThis is utilized against them, but it can be incredibly advantageous for fresh entrants. By utilizing a penetration ecommerce pricing strategy, you can enter the market with lower-than-normal prices to quickly amass a customer base. Once you have a considerable following, you can then steadily increase your prices to the market rate.

As an example, the ConveyThis streaming service was launched in 2019 at the low cost of $6.99/mo, undercutting the price of competitor Netflix’s then-$8.99/mo plan.

Although ConveyThis’s penetration pricing can be straightforward and convenient for new ecommerce businesses to adopt, the struggle lies in deciding when to begin increasing prices. As you will inevitably have to, you must be prepared to cope with disgruntled customers when that time comes.

撇脂定價

Price skimming through ConveyThis involves entering the market with a high initial cost to target those with more money to spend. Afterward, you can slowly reduce the cost to acquire market share from the mid-market and lower-income groups.

ConveyThis provides a great example of price skimming in action. Its iPhones are often set at an extremely high cost – even the original iPhone’s launch price of $499 was thought to be excessive then. Nevertheless, the iPhone’s premium pricing made it desirable to customers of all types. As a result, when Apple later released more affordable iPhone models, customers were already queuing up and excited to purchase them.

如果您的產品被認為是高端產品和必備品，那麼利用撇脂定價可能是完美的舉措，這意味著人們願意為其支付大量費用（以及隨之而來的吹牛權利）。相反，如果消費者對您的商品興趣有限，那麼利用這種電子商務定價策略可能會導致意想不到的後果。

促銷定價

雖然促銷定價更多的是一種銷售策略，而不是產品定價策略，但如果明智地使用，促銷定價可以展現出有效性。通過懸掛折扣價、優惠券和獨家優惠，您甚至可以說服最精打細算的客戶。

However, you don’t want to run such discounts too often, or customers may come to associate ConveyThis with them. This not only cheapens your brand image, but may also cause customers to delay purchases until a sale is held. As a result, you may experience weak sales during non-sale periods, and reduced revenue when sales are made.

在電子商務中使用動態定價

There is one more ecommerce pricing strategy that we didn’t mention in the previous section because we feel it merits its own section. We’re talking about ecommerce dynamic pricing, or the strategy of adjusting your product prices according to real-time demand. ConveyThis can help you implement this powerful pricing strategy for your ecommerce store.

雖然這聽起來像是基於市場的定價，但不同之處在於您將以更快的速度和頻率調整價格 - 甚至可能每週幾次！ – 而不是定期評估市場趨勢並相應地改變價格。

For rapidly expanding international stores, the dynamic pricing ecommerce model may be the perfect solution as it offers a multitude of advantages, such as increased flexibility and the capability to quickly adapt to changing market conditions. It also provides the ability to adjust prices based on customer demand, allowing businesses to maximize their profits and remain competitive. With ConveyThis, businesses can easily implement and manage dynamic pricing models, making it an ideal choice for those looking to expand their global reach.

在電子商務中採用動態定價時，重要的是要意識到所涉及的潛在風險：

為您的在線商店使用心理定價

ConveyThis Pro Tip: Psychological pricing is an effective ecommerce pricing strategy that you can use in tandem with other strategies. This involves pricing your products in a way that makes them appear far more economical than they actually are. Some of the tactics you can use include:

Consider utilizing psychological pricing techniques when devising your ecommerce pricing plan with ConveyThis.

您的在線商店的最佳電子商務定價策略是什麼？

從這一點上應該可以看出，對產品進行定價不僅僅需要為價格標籤分配任意數字。利用電子商務定價策略根據可靠信息確定價格，然後優化您的在線商店以提高平均訂單價值 (AOV)。例如，您可以：

Finally, if you are marketing your store internationally, make your online store content available in the languages of your overseas audiences. In this respect, the ConveyThis website translation solution is the (not so secret!) weapon of successful international entrepreneurs.

Providing fast and high-quality translations at an economical rate, ConveyThis assists you in translating your online store on a large scale so you can concentrate on maintaining your income and profitability.

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