濟南財務咨詢公司 ：報價戰能打嗎?

　　Jinan financial consulting company: price war can play?

　　啥情況下能打報價戰：①去庫存，盤活資金;②有底氣把競賽對手干掉，獻身當下利益，交換將來獨占位置;③跑馬圈地，拼下客戶后，將來能構成二次出售。舍此幾點，打報價戰都是損人不利己的不睬性行為。在徹底競賽的商場，很少存在能憑借報價戰構成獨占位置的公司，也鮮有靠報價戰能成果輝煌的公司。 濟南財務咨詢公司

　　What circumstance can play price war: (1) to inventory, revitalize the capital; (2) be able to kill competition rivals, dedicated to the current interest, exchange of monopoly position in the future; (3) to their spell after the customer, to constitute the second sale in the future. Give up this time, the price war is the dog in the manger ignore sex. Rarely exist in complete competition market, can form a monopoly position of the company with the price war, few brilliant company by price war can achievements. Jinan financial consulting company

　　商場如戰場，商場上的競賽相同是有你沒我的。競賽的手法有許多，其間一個最有爭議，即是打報價戰。公司打報價戰的初衷是啥呢?大都是期望以更低的報價招引更多的客戶，占據更多的商場份額。在商場格式均衡的情況下，公司為尋求打破，會萌發打報價戰的激動。

　　On the market like battlefield, market competition is the same with you not me. Technique has many of the competition, during which one, the most controversial is fighting price wars. The purpose of the price war play is what? Are mostly expected at a lower price to attract more customers, occupy more market share. In business format under the condition of equilibrium, companies seeking to break, will offer battle germination of excitement.

　　說打報價戰，向來爭議許多，爭議的焦點在兩方面：

　　Said a price war, has always been many disputes, the focus of controversy in two aspects:

　　1、打報價戰是以危害公司贏利率為條件的，是以獻身單位商品的贏利去交換商場份額。許多公司想著薄利能多銷，出售毛利率盡管降低了，但贏利總額有也許保持乃至做大。看看下面的第二點，就知道這種主意大多是一廂情愿。

　　1, a price war is conditional on the level of harm company win rates, is dedicated to the unit price of profit for market share. Many companies thinking of pin, more profit can sell gross margin although down, but the total amount of profit may be even bigger. Look at the following the second point, this idea is mostly wishful thinking.

　　2、打報價戰很容易引起競賽對手的仿照。假如競賽對手相同也以報價戰來回擊的話，這會讓以贏利換商場的構想失敗。獻身贏利搶占商場不只不能達到目的，還會有一個后果：雙方的贏利都會拉低。對全部行業而言，報價戰也許是災禍。

　　2, make price war is easy to cause competition rivals like. If competition opponents also same price war to return, it will make the idea of profit for market failure. Dedicated to the profit of preemption market not only cannot achieve the purpose, there will be a consequence: both sides of the profit will be lower. For all industry, price wars may be evil.

　　商品的競賽除了報價優勢，還可有別的方面的考量。商品有優勢的話，優勢應當表現在商品的差異化，盡量讓商品的附加值高一些。所以公司通常都不愿主動挑起報價戰。

　　Products in addition to the price advantage of competition, still can have other considerations. Commodities have the advantage, advantage should be embodied in the commodity differentiation, try to get the added value of products. So companies are often reluctant to take the initiative to provoke war quotation.

　　報價戰真的即是禍不單行嗎?也不盡然。個人認為在下面三種情況下，報價戰還是值得一試的。

　　Price war really is double whammy? It doesn't have to be. Personally think that in the following three cases, the price war is worth a try.

　　1去庫存

　　1 to inventory

　　公司假如生產過剩、庫存積壓，為了盤活資金，及時清理庫存是必要的。公司資金壓力大、籌資本錢高，或商品面臨更新換代，降價促銷乃至賠本出售都不失為明智之舉。當年長虹挑起的報價戰就有去庫存的思考。

　　Company if overproduction, inventory backlog, in order to revitalize the capital, it is necessary to clear in time inventory. Company funds pressure, raise capital, or face replacement goods, sell all wise to depreciate sales promotion, and even lose money. The changhong start price wars have to inventory thinking.

　　2拖垮對手

　　2 down opponents

　　假如打報價戰能把競賽對手拖垮拖死，又不會致使新的競賽對手進入，打報價戰不只可為，乃至能夠上升到戰略高度。華為與港灣的競賽，就可作為經典事例共享。

　　If a price war can drag race opponents down to death, and not into the new competition rivals, make price war not only can provide, and even can rise to a strategic height. Huawei and harbor of competition, it can be used as a classic case sharing.

　　3跑馬圈地

　　3 their

　　假如打報價戰可收獲更多的客戶，這些客戶在將來能繼續花費，這種情況下打報價戰是有利久遠的。電信運營商搞的充話費送手機活動即是此類景象。

　　If a price war can gain more customers, these customers can continue to take in the future, this kind of circumstance to play price war is beneficial to the old. Telecom operators to fill words fee to send mobile phone activities is such a sight.

　　是不是值得打報價戰，要看報價戰對公司的久遠開展是不是有利。假如對公司的久遠開展有利，能夠一試。假如只是想根據短期利益去操作商場，成果很也許是損人不利己。

　　Is worth a price war, to see whether the price wars for very long time is beneficial to the company. If good for company long, can try. If just want to according to short-term interests to the operating mall, achievement is perhaps not selfish.

　　濟南財務咨詢公司 :http://www.irmblog.cn/