【作者】 徐清；

【导师】 买忆媛；

【作者基本信息】 华中科技大学 ， 工商管理， 2020， 硕士

【摘要】 随着市场经济的发展,人们消费水平的不断提高,对于产品包装的要求也越来越高,从而增加了对个性化和定制化产品的需求。企业为了更好的获得利润,需要不断的对产品进行更新换代,同时对产品定价也提出了更高的要求。在当今中国经济高速发展的大环境下,有越来越多的企业从“以生产或销售为中心”转变为“以客户需求或以产品为中心”。而随着市场竞争的加剧,企业不得不面对“多产品、多价格、多市场”的现实挑战,从而对于产品的开发管理能力、市场反应速度的要求会越来越高。产品定价作为产品管理中重要的组成部分,对于市场的反馈起到了重要的作用,而定价又不是一成不变的,是需要随着产品以及市场的变化而及时调整,所以更多的会以客户需求为中心,定价策略也会随着不同客户的产品需求而发生相应的调整,灵活度会更高,那么对于X公司的定价管理要求也会相应提升。不干胶标签在整个标签类产品中占据主要的市场地位,每年都呈现了高速的增长,尤其是在中国。作为高速发展的制造型行业,同时也面临着激烈的价格竞争。为了提高产品的竞争性,需要不断的优化产品组合,尤其迫切需要一个有效的产品组合定价来应对不同的市场竞争,保证持续稳定的市场份额及利润增长。本文将结合X公司的实际情况,使用波特五力模型和SWOT分析模型对企业所处的内外部环境进行分析,结合波士顿矩阵对现有产品组合情况进行分析,运用成本导向定价、顾客需求定价以及参考竞争对手的定价方法,对现有的产品定价进行分析,并结合X公司现有的价格策略,找出现有的问题并得出实际的可执行的产品组合定价策略,最后结合产品管理的思想得出可行的实施改善计划。研究结论对于这一类型的多产品生产企业的定价实践有一定的借鉴参考意义。更多还原

【Abstract】 With the development of market economy and the continuous improvement of people’s consumption level,the requirements for product packaging are also higher and higher,which will increase the demand for more and more personalized and customized products.In order to gain better profits,enterprises need to constantly update the products,and constantly enrich the product portfolio of PSA(Pressure sensitive adhesive)label,but at the same time,it also puts forward higher requirements for product pricing.It can be predicted that in today’s China’s rapid economic development environment,more and more enterprises will change from "production or sales as the center" to "customer needs or products as the center".With the aggravation of market competition,enterprises have to face the realistic challenge of "multi product,multi price,multi market",so the requirements for product development and management ability and market response speed will be higher and higher.As an important part of product management,product pricing plays an important role in market feedback.However,pricing is not unchangeable.It needs to be adjusted in time with the changes of products and markets.Therefore,it will be more customer-oriented,and the pricing strategy will be adjusted according to the needs or products of different customers,and the flexibility will be higher,The pricing management requirements of X company will also be improved accordingly.PSA label occupies the main market position in the whole label products,especially in China,showing a rapid growth every year.As a high-speed development in manufacturing enterprises,but also facing greater price competition.In order to improve the competitiveness of products,it is necessary to optimize the product portfolio,especially an effective product pricing portfolio to cope with different market competition,to ensure a sustained and stable market share and profit growth.In this thesis,combined with the actual situation of X company,Porter’s five forces model and SWOT model are used to analyze the internal and external environment of the enterprise.The BCG matrix is used to analyze the existing product portfolio.Cost based pricing,customer requirement pricing and reference competitor pricing methords are used to analyze the existing product pricing.Combined with the existing price strategy of X company,the existing problems are found and the actual executable product portfolio pricing strategy is obtained.Finally,combined with the idea of product management,the feasible implementation improvement plan is obtained.The conclusion of the study has certain reference significance for the pricing practice of this type of multi product manufacturing enterprises.更多还原