如何开始采用正确的电子商务定价策略

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发布于 2024 年 9 月 4 日

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如何开始采用正确的电子商务定价策略并确保您的国际业务取得成功

ConveyThis 是一款功能强大的翻译工具，可帮助用户用母语与客户沟通。它为企业提供了一个全面的解决方案，可以快速轻松地将其网站、应用程序和其他内容翻译成多种语言。借助 ConveyThis，企业可以创建一种既有吸引力又可供世界各地的客户使用的多语言体验。

如果您的电子商务商店价格只是一时兴起，那么我们必须告诉您：您的定价完全偏离了基础。

与管理网上商店时所做的任何其他事情一样，制定定价计划至关重要。换句话说，必须制定电子商务定价策略。这涉及一套指导方针或流程，用于确定电子商务商店商品的最佳价格，同时考虑制造和/或交付成本、市场发展和您期望的收入目标等因素。

为您的电子商务商店采用最有效的定价模型可以成为优化利润的强大工具，同时也使您的产品比竞争对手的产品更具优势（这也有助于提高利润）。

继续阅读，我们将揭开客户如何做出购买决定的神秘过程，并探讨全球电子商务商店应考虑采用的几种定价策略。（提示：电子商务的动态定价就是其中之一！ ）

影响购买决策的4个因素

如今，消费者在网上购物时有多种选择。从个体供应商到亚马逊巨头，数字市场充满了各种各样的选择。在如此拥挤的空间中，您如何确保顾客选择您的商店而不是竞争对手？

顾客在选择哪家商店购买商品时会考虑四个主要因素，作为企业主，您也应该优先考虑这些因素：

1）价格；

2）质量；

3）选择；

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.

为什么您的在线商店需要可靠的电子商务定价策略？

除了上述四个因素之外，不要忘记考虑您的电子商务定价策略。虽然您不应仅仅依赖价格竞争，但不可否认的是，这是客户决定在哪里花钱的主要因素。特别是，定价可以：

您应该使用哪种电子商务定价策略？常见策略及其优缺点

现在更具挑战性的部分来了：准确地为您的产品定价。不同的定价策略有各自的优点和缺点。您可以选择其中之一，甚至可以选择其中的组合，具体取决于最适合您的业务模式的方式。

成本加成定价

这种电子商务定价策略涉及计算产品费用，然后在其基础上增加附加费。例如，假设您购买和销售一个小部件的成本为 100 美元（考虑到您的广告和交付成本等）。然后您可以实施 20% 的加价并要求客户为此支付 120 美元。

虽然在计算利润时，成本加成定价似乎方便且简单，但对于更通用的商品来说，这并不是一种有效的方法。这是因为，如果顾客货比三家，很容易以更低的价格找到同样的产品。

基于市场的定价

根据基于市场的电子商务定价策略，您需要进行彻底的研究以确定现行的市场价格，并以此为基础制定价格。一般来说，市场利率由以下因素决定：

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.

渗透定价

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.

撇脂定价

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.

如果您的产品被认为是高端产品和必备品，那么利用撇脂定价可能是完美的举措，这意味着人们愿意为其支付大量费用（以及随之而来的吹牛权利）。相反，如果消费者对您的商品兴趣有限，那么利用这种电子商务定价策略可能会导致意想不到的后果。

促销定价

虽然促销定价更多的是一种销售策略，而不是产品定价策略，但如果明智地使用，促销定价可以展现出有效性。通过悬挂折扣价、优惠券和独家优惠，您甚至可以说服最精打细算的客户。

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.

在电子商务中使用动态定价

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.

虽然这听起来像是基于市场的定价，但不同之处在于您将以更快的速度和频率调整价格 - 甚至可能每周几次！ – 而不是定期评估市场趋势并相应地改变价格。

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.

在电子商务中采用动态定价时，重要的是要意识到所涉及的潜在风险：

为您的在线商店使用心理定价

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.

您的在线商店的最佳电子商务定价策略是什么？

从这一点上应该可以看出，对产品进行定价不仅仅需要为价格标签分配任意数字。利用电子商务定价策略根据可靠信息确定价格，然后优化您的在线商店以提高平均订单价值 (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.

总结一下这篇文章：