If you can remove myopia and think about it from the perspective of the customer, then many of the thinking obstacles in pricing can be broken, for example: "One price is more expensive." The customer pursues the value, the enterprise pays attention to the price, the customer needs the sense of “value for moneyâ€, and the pricing of the enterprise is to find the balance point between the price and the value of the product under the premise of creating value.
Even so, many companies still deal with the pricing problem is quite rough, most companies do not have professional pricing staff, the price of the product often depends on the simple cost-profit bonus, or refer to the competitor's pricing.
However, the trouble for managers is that companies are not paying enough attention to pricing issues. On the contrary, the problem of pricing is not that they do not pay enough attention to price issues, but that they pay too much attention to prices but ignore values! Many companies are pricing-oriented rather than customer-oriented.
For the "myopia" in the enterprise pricing process, we come together.
  The logic of the enterprise, or the logic of the customer?
     Most companies apply the logic of the enterprise when it comes to product pricing, not the logic of the customer.
Some companies are caught in price wars without thinking. These companies often regard price as the best way to promote sales, and believe that as long as the price is low, consumers will be more willing to buy. In fact, in a product survey, the investigators were surprised to find that many consumers are not very concerned about the price of the goods when they purchase the goods, but are more concerned about other factors such as after-sales service.
Because for the customer, as long as the value they need can be obtained at a reasonable price.
This is the reason why you can explain why luxury goods can get a high premium. The premium of luxury goods is what customers are willing to accept. These premiums are not the cost of the product itself, but the added value that the product is recognized by the customer.
Companies that receive praise and long-lasting customer satisfaction are not those with the lowest product prices, but those with superior product value. The responsibility of the company is to create value, not to lower prices. Companies should attract customers by providing value to customers and constantly look for development points that create customer value.
This is to follow the logic of the customer, otherwise it is a "myopia".
     Customer logic password
     In the value composition of the product, the company must consider two points at the same time in product development and pricing - the functionality and emotionality of the product.
If the price set on the basis of value is limited to functionality, the width of the product value will never expand. It can be seen that emotional value (image value) is the true source of product value.
Without grasping the emotional value of the product, it is impossible to obtain a premium for the product, and it will inevitably fall into a price war.
When considering the value of products perceived by customers, companies can continually ask themselves the question: "How to make customers have higher perceived value for my products", "Which value of my products can make customers pay more High prices, "how to maintain these values", "how to make customers better aware of these values" and so on.
When the company lays the groundwork for the value that these customers need, it is the time to choose the price that matches its value, that is, when pricing.
  "Myopia" brought by price war
     Of course, all pricing activities are inevitably present in the market environment, and the price strategy of competitors must be considered, but companies cannot use the price of competitors as the vane of pricing their own products!
Even if the competition is fierce, it should not be blindly reduced, but strive to create unique product value. In the game of pricing, companies should not be willing to accept the game, but must realize that being a price game maker is far more profitable than being a game receiver. Some companies are often plagued by market competition and constantly reduce the price of products, which is often because companies only focus on the price of the product rather than the value.
How to pay attention to value when pricing? When customers make purchases, they will unconsciously produce such a process of perception: "In this environment, at this moment, it is reasonable for me to pay for the purchase of this product. "This determines whether the customer is value for the product and service."
Companies should investigate and observe this sense of value for money, truly understand the consumer psychology, and thus be aware of the highest price that customers feel value for money. Avoid the loss of the part of the “highest price for value for money†and “product discount price†in some unnecessary discount activities.
  Obstacles in "see through" pricing
     If you can remove myopia and think about it from the perspective of the customer, then many of the thinking obstacles in pricing can be broken, for example: "One price is more expensive."
Many people, including corporate marketers, have a certain misinterpretation of a multi-price, these people often think that a multi-price is unfair to customers. In some articles published in the newspapers in the 1990s, they also strongly criticized the phenomenon of multi-price multi-price. They believed that the multi-price of one object was not conducive to the economic accounting of enterprises, and could not correctly evaluate the economic benefits of enterprises, and also contributed to the unhealthy trend of society.
This is not the case. The same product can have different values. This difference can come from different product sales channels, sales time, sales location, and so on.
For customers, this difference stems from different perceived values. Wei Zhonglong and Guo Chen in the "Product Pricing Strategy Research Based on Customer Cognitive Value Analysis" believe that different customers have different views on the value of the same product, and the price they are willing to pay for the product is different. Enterprises can segment the market according to the customer's cognitive value and develop a differential pricing strategy.
The value of the same product is not fixed for a customer, the perceived value of the same product will vary from customer to customer, and will also change as the purchase scenario changes.
This is why roses on Valentine's Day are five to ten times more expensive than usual, and they are still in short supply. When the value changes, the price changes are not difficult to explain. It can be seen that under certain circumstances, the pricing method of multi-price is reasonable.
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