如果您从一开始就制定了正确的定价策略，就更有可能吸引并留住顾客，同时实现盈利。相反地，设定错误的价格可能会导致企业出现财务问题。

如果价格定得太高，您可能会被市场排除在外
如果价格定得太低，则可能无法弥补成本

与客户谈论价格可能让人感到不自在，但定价决策对企业至关重要。请考虑以下几点：

开展业务的主要目的通常是为了谋生并获取利润
您的客户会认同并重视您所提供的价值
调降价格远比调涨价格来得容易

常见的定价策略包括：

If you get your pricing strategy right from the start, you're more likely to attract and keep customers and make a profit. Setting the wrong price can cause financial problems for your business.

If you charge too much, you may price yourself out of the market.
If you charge too little, you may not be able to cover your costs.

Talking about money with customers may feel uncomfortable, but your pricing decisions are very important. Consider the following:

you're most likely in business to earn a living and make a profit
your customers will appreciate the value you provide them
it's much easier to lower prices than to raise them

Common pricing strategies include:

成本加成定价 | Cost-plus Pricing

这是一种销售实体产品的企业通常采用此定价方式
在产品的生产成本上加上一定比例的加成或利润率，并将所有固定成本与变动成本一并纳入考量
在采用此策略时，您需要了解每件产品的变动成本（即销售成本），同时能够将部分固定成本分摊至每个销售单位
此定价方式的原则是，在保持市场竞争力的同时，确保企业获得所需的利润

Typically used by businesses who sell physical products.
Adds a mark-up or margin to the cost of producing the product, taking all fixed and variable business costs into consideration.
You will need to know the variable costs for each unit sold (cost of goods sold) and also be able to allocate a portion of your fixed costs to each unit sold.
Based on being competitive while making the required profit.

加价定价 | Mark-up Pricing

此方法与「成本加成定价法」类似，但以每单位销售成本为基础，对所有商品统一加上相同比例的加成（例如 50%）。

您可以:

仅以销售成本为基础，或将部分固定成本分摊至每个单位，以计算出每单位的总生产成本
向供应商、竞争对手或相关行业协会咨询，以了解行业中的标准加成幅度
当您拥有多种产品且价格差异较大、其他成本计算方式过于复杂时，可采用此方法
根据您的定价策略调整加成比例。例如，若采用渗透定价策略，加成比例应低于竞争对手

Similar to cost-plus pricing but takes the cost of goods sold per unit and adds the same percentage mark-up to all items (e.g. 50%).

You can:

use just the cost of goods sold or allocate a portion of your fixed costs to each unit to have a total cost of production for each unit.
talk to your suppliers, competitors or relevant industry associations to find an industry standard.
use when you have multiple products at different price points and other costing methods are too complex.
adjust the mark-up depending on your strategy. For example, if you are using penetration pricing, you would use a lower mark-up than your competitors.

时薪定价法 | Hourly Pricing

此方法常见于服务型企业与承包商
时薪定价会同时考量企业成本与可用时间，与依据专案范围设定固定收费的「专案定价法」不同
此策略的基础是以时间换取报酬

Commonly used by service-based businesses and contractors.
An hourly rate considers business costs and available time, unlike project-based pricing, which is a flat fee based on a project scope.
Based on exchanging time for money.

撇脂定价法 | Skimming Pricing

此方法常用于新创企业或新产品上市（例如：科技产品）
初期价格设定较高，针对愿意为「抢先使用」而支付更高价格的客户
之后再逐步降低价格，以吸引更广泛的市场
此策略的基础在于产品的市场需求大于供应量

Often used by new businesses or to launch new products (e.g. technology).
The initial price is aimed at customers who are willing to pay more to access a product early.
The price is later reduced to appeal to the broader market.
Based on there being a greater demand for a product than what is available.

渗透定价法 | Penetration Pricing

这是一种希望快速取得市场占有率的新创企业常用的策略
通过较低价格来刺激销售量
此策略需要具备足够规模的目标市场以支撑销售
由于利润率较低，通常属于短期策略

Often used by new businesses who want to gain market share.
Uses a lower price to generate more sales.
There needs to be a substantial target market for the offering.
Typically a short-term strategy due to low profit margin.

亏本引流定价法 | Loss-leader Pricing

这是一种零售业常用且行之有效的促销策略
通过大幅折扣、甚至低于成本价格销售某项商品，以吸引顾客进店购买其他产品

A proven promotional strategy used by retailers.
Uses a heavily discounted item, even priced at a loss, to entice customers to visit and buy other products.

高价定价法 | Premium Pricing

这是一种心理定价策略，常用于奢侈品
价格设定高于市场平均水准，以营造专属与稀有的形象
产品所代表的的声望或形象价值往往超越实际价格本身
客户愿意为其感知到的附加价值支付更高的价格

A form of psychological pricing often used for luxury goods.
Price is set higher than the rest of the market to create exclusivity.
The prestige or image outweighs the actual price for the item.
Customers are prepared to pay more for perceived benefits.

竞争性定价法 | Competitive Pricing

此策略常见于竞争对手众多的行业
价格会根据竞争对手的定价进行调整，同时考量企业成本与利润目标
此策略有助于企业在长期内保持市场竞争力

Commonly used by businesses in industries where there are many competitors.
Price is set relative to that of competitors, taking business costs and profit targets into account.
Enables the business to stay competitive over the long term.

经济型定价法 | Economy Pricing

此策略常用于价格对客户而言极为关键的产品或服务
客户通常愿意在品质上作出取舍，以换取更实惠的价格
此策略仰赖企业的生产成本低于竞争对手
为了维持利润水准，销售量必须够高

Frequently used for products and services where price is very important.
The budget end where customers will trade off quality for price.
Relies on having lower production costs than competitors.
Sales must be high to maintain profit levels.

动态定价法 | Dynamics Pricing

此策略常用于价格经常波动的行业（例如：酒店业）
这是一种能灵活调整价格以配合市场需求的定价方式
价格可根据季节性变化、供应状况等因素进行调整

Often used where prices regularly fluctuate (e.g. hotels).
A very flexible way to match price with demand.
Could be based on factors such as seasonality and supply.

定价法律与法规

在制定价格及宣传您的产品与服务时，必须遵守相关的法律与法规。以下是几项需特别注意的重点：

Pricing laws and regulations

When setting your price and advertising your products and services, you must comply with the relevant laws and regulations. Here are a few to consider:

价格垄断法

「价格垄断」是指两家或以上的竞争对手（不论是正式或非正式）协议共同设定价格的行为。

在澳大利亚，价格垄断属于违法行为。这是一个相当复杂的领域，违规可能会导致严重的处罚，因此请务必：

了解相关法规如何直接适用于您的企业
请法律顾问说明企业在该法规下的义务

掠夺性定价

「掠夺性定价」是指市场占有率较高的企业，故意压低价格，以打击或排挤规模较小的竞争对手。

这类行为被视为反竞争行为，若有此情形，可向澳大利亚竞争暨消费者委员会（ACCC）提出检举。

资料来源：昆士兰商业局网站

Price-fixing laws

Price fixing is when 2 or more competitors (either formally or informally) agree on setting a price.

Price fixing is illegal in Australia. This is a complex area with significant penalties, so make sure to:

understand how the relevant Act directly applies to your business
ask your legal adviser to explain your obligations under this Act.

Predatory pricing

Predatory pricing takes place when a business with significant market share intentionally reduces prices to damage or eliminate smaller competitors.

This is deemed to be anti-competitive behaviour, so reports can be made to the Australian Competition and Consumer Commission (ACCC).

Source: Business Queensland website