如何以正确的方式实施促销定价策略

让我们贯穿一个假设的情况。假设您的公司有点艰raybet电子竞技难。您的产品或服务不会随着魅力您想要它。销售有点停滞，据您所知，对您品牌的消费者兴趣正在减弱。

You realize your business needs a shot of life. So, what can you do? Well, you could try something drastic. You could look into rebranding. You could reevaluate your messaging. You could restructure your entire sales process. But those kinds of actions would probably be overkill.

As I said, you need a shot of life — not a new identity.

If your business hits a wall like that, particularly if you're in retail or ecommerce, you might just need to generate some quick demand and spur consumer interest. One of the best ways to do that is through a practice known as promotional pricing.

让我们了解该术语的含义，其中一些更突出的例子以及实施成功的促销定价策略所需要做的事情。

促销定价策略是产生对产品或服务需求的最佳方法之一。在大多数情况下，其中一种努力仅限于以广泛晋升的时间范围。它产生了一种紧迫感 - 印象是，如果消费者不尽快购买，他们将错过。

Promotional pricing is a quick-hitting, effective practice that's generally best done in doses. In many — if not most — cases, businesses that constantly undertake large-scale promotional pricing efforts can wind up excessively cutting into profit margins and leading their customers to预计lower prices consistently.

As I mentioned earlier, the practice is generally associated with forums like retail and ecommerce, but there are different promotional pricing strategies that can suit virtually any business. Here are some of the more prominent examples of promotional pricing.

1. Flash销售

Flash销售是指通常在电子商务或零售业中的企业在相对较短的时间范围内为其产品或服务提供大量折扣。例如，亚马逊每年穿上黄金日- 为期两天的活动，它提供了各种各样的交易，几乎涵盖了网站覆盖的产品。

图像来源：市场脉冲

绝大多数的黄金日交易都不全年提供，这使得为期两天的窗口是这些讨价还价的特定专用点。由于这些折扣是集体隔离和广告以产生快速需求的，因此它们构成了快速销售，反过来又是促销定价的一个例子。

2. Buy One, Get One Free (BOGOF)

“购买一项，获得一笔免费”交易 - 或某种涉及购买全价的商品或服务的一种变体，是促销定价的最突出的例子之一。在许多情况下，可以通过促销材料等优惠券来宣传这种交易。这是爸爸约翰（Papa John's）的一个例子：

图片来源：InvoiceBerry

通过此策略，企业提供了额外的免费产品或服务，以激励购买另一个产品。购买中最初的“一个”价格one获得一个免费”通常高于另一个，因此，当您使用这种促销定价策略销售时，您将出售两种产品 - 一种价格便宜，但仍然没有真的半价。

That's why you need to be selective in how you choose the products you use with this strategy. Make sure you're selling goods or services that you can still profit from at proportionately lower price points but significantly higher volumes.

3.忠诚计划

A loyalty program is a promotional pricing strategy where a company incentivizes brand loyalty by offering deals and discounts in exchange for consistent, repeated purchases.

Customer acquisition is often more expensive and labor-intensive than retaining current ones. That's why implementing a loyalty program can be a savvy, cost-effective move for businesses interested in consistently generating revenue from dedicated consumers. Here's an example of one from Dunkin':

图像来源：邓肯'

“客户忠诚度计划”一词涵盖了广泛的做法。从一个主要的航空公司利用频繁的飞行里程系统到当地的三明治商店，可以免费提供三明治，以换取固定的访问，这可能是任何事情。

If you choose to implement a customer loyalty program, its structure will hinge upon the size and nature of your business — in addition to the general intention behind your implementation of the program as a whole.

4.季节性销售

A seasonal sale is essentially an extended flash sale — typically tailored to move merchandise relevant to a specific time of year. A seasonal sale could be a promotion for discounted swimsuits in the summer or popular toys during the holiday season. Here's an example of a seasonal sale from Old Navy for back to school clothes:

Image Source: Old Navy

实施季节性销售通常适用于携带某种特定季节产品或服务的企业。通常，消费者最容易接受季节性销售的产品承担某种appropriate季节性意义。

如果您的公司正在raybet电子竞技进行一项活动，以积极促进和移动整个7月的冬衣，那么消费者可能会比感兴趣的更困惑。

在尝试协调这种促销定价时，产品或服务与季节性时机之间的关系可能是要考虑的最重要因素。

促销定价策略

为您的业务找到正确的促销定价策略取决于一些关键因素和关键问题。您必须考虑您决定实施促销定价的“为什么”，“如何”和“何时”。

Learn more about what dynamic pricing is and how it can impact your business in this helpful video:

为什么？

您必须解决的第一点是为什么您有兴趣实施促销定价策略。您是否正在尝试为新产品或服务引起一些嗡嗡声？您是否试图尽快刺激一些客户流量？您是否要卸载一些额外的库存？您是否希望激励客户忠诚度？

It's important to have a high-level understanding of what you want out of your promotional pricing strategy before zeroing in on what will work best for your business.

移动季节外库存的计划可能不会像旨在奖励客户忠诚度的计划一样。在散布细节之前，请先知道您希望做什么。一旦牢记了“为什么”，就可以开始确定“如何”。

How?

Here's where you make an actionable solution out of the "why" you figured out earlier, but the overarching reason for your promotional pricing strategy is only part of the equation.

There are some other key factors you need to consider. What kind of promotional budget are you working with? How does your business operate? Are you in conventional retail? Do you sell via ecommerce?

Let's say you want to unload some excess inventory from a smaller, independent retail outlet. In that case, you might want to go with a flash sale for those items and advertise through billboards, flyers, and signs in your storefronts. But if you were running a large ecommerce site trying to encourage repeat business, you might start a customer loyalty program and promote it through paid social media advertising.

没有一个尺寸适合所有用于促销定价的模型。对于一家公司而言，不能保证为另一家公司raybet电子竞技工作。在确定哪种特定策略最适合您，包括您的业务声誉，行业标准，品牌标识，即时需求，长期目标和财务状况，您需要考虑几个因素。

什么时候？

定时是确定适当的促销定价策略时要考虑的另一个重要因素。在此过程中的“何时”可能意味着一些事情，即促销的持续时间和一年中的时间。

促销定价策略有各种形状和大小。持续的客户忠诚度计划显然将比为期两天的Flash销售更长。重要的是要找出一个时间范围，该时间段将适合您的预算，同时仍然为自己提供良好的空间，以使您在过程开始时选择“为什么”。

许多促销定价计划的另一个关键因素是您选择的特定日期来运行其课程。一年中的某些时间特别适合一些策略。

众所周知，促销定价 - 特别是Flash Sales-在假日周末（如阵亡将士纪念日和退伍军人节）很受欢迎。因此，如果您正在考虑实施促销定价策略，请始终注意什么时候正在发生。

确定哪种促销定价策略最适合您，将对您的业务，行业知识和仔细考虑，对您有很多思考。弄清楚最适合您的“为什么”，“如何”和“何时”可能会很棘手。

不过，如果您花时间了解可用的各种策略，请研究对像您这样的公司的运作良好的事物，并仔细地找出对消费者有吸引力的价格而不掩盖您的利润，您将能够实施促销定价策略可以很好地为您服务。