如果您從一開始就制定了正確的定價策略，就更有可能吸引並留住顧客，同時實現盈利。相反地，設定錯誤的價格可能會導致企業出現財務問題。

如果價格定得太高，您可能會被市場排除在外
如果價格定得太低，則可能無法彌補成本

與客戶談論價格可能讓人感到不自在，但定價決策對企業至關重要。請考慮以下幾點：

開展業務的主要目的通常是為了謀生並獲取利潤
您的客戶會認同並重視您所提供的價值
調降價格遠比調漲價格來得容易

常見的定價策略包括：

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:

成本加成定價法 | Cost-plus Pricing

這是一種銷售實體產品的企業通常採用此定價方式
在產品的生產成本上加上一定比例的加成或利潤率，並將所有固定成本與變動成本一併納入考量
在採用此策略時，您需要了解每件產品的變動成本（即銷售成本），同時能夠將部分固定成本分攤至每個銷售單位
此定價方式的原則是，在保持市場競爭力的同時，確保企業獲得所需的利潤

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.

加成定價法 | Mark-up Pricing

此方法與「成本加成定價法」類似，但以每單位銷售成本為基礎，對所有商品統一加上相同比例的加成（例如 50%）。

您可以:

僅以銷售成本為基礎，或將部分固定成本分攤至每個單位，以計算出每單位的總生產成本
向供應商、競爭對手或相關行業協會諮詢，以了解行業中的標準加成幅度
當您擁有多種產品且價格差異較大、其他成本計算方式過於複雜時，可採用此方法
根據您的定價策略調整加成比例。例如，若採用滲透定價策略，加成比例應低於競爭對手

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.

時薪定價法 | Hourly Pricing

此方法常見於服務型企業與承包商
時薪定價會同時考量企業成本與可用時間，與依據專案範圍設定固定收費的「專案定價法」不同
此策略的基礎是以時間換取報酬

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.

撇脂定價法 | Skimming Pricing

此方法常用於新創企業或新產品上市（例如：科技產品）
初期價格設定較高，針對願意為「搶先使用」而支付更高價格的客戶
之後再逐步降低價格，以吸引更廣泛的市場
此策略的基礎在於產品的市場需求大於供應量

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.

滲透定價法 | Penetration Pricing

這是一種希望快速取得市場佔有率的新創企業常用的策略
透過較低價格來刺激銷售量
此策略需要具備足夠規模的目標市場以支撐銷售
由於利潤率較低，通常屬於短期策略

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.

虧本引流定價法 | Loss-leader Pricing

這是一種零售業常用且行之有效的促銷策略
透過大幅折扣、甚至低於成本價格銷售某項商品，以吸引顧客進店購買其他產品

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.

高價定價法 | Premium Pricing

這是一種心理定價策略，常用於奢侈品
價格設定高於市場平均水準，以營造專屬與稀有的形象
產品所代表的的聲望或形象價值往往超越實際價格本身
客戶願意為其感知到的附加價值支付更高的價格

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.

競爭性定價法 | Competitive Pricing

此策略常見於競爭對手眾多的行業
價格會根據競爭對手的定價進行調整，同時考量企業成本與利潤目標
此策略有助於企業在長期內保持市場競爭力

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.

經濟型定價法 | Economy Pricing

此策略常用於價格對客戶而言極為關鍵的產品或服務
客戶通常願意在品質上作出取捨，以換取更實惠的價格
此策略仰賴企業的生產成本低於競爭對手
為了維持利潤水準，銷售量必須夠高

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.

動態定價法 | Dynamic Pricing

此策略常用於價格經常波動的行業（例如：酒店業）
這是一種能靈活調整價格以配合市場需求的定價方式
價格可根據季節性變化、供應狀況等因素進行調整

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.

定價法律與法規

在制定價格及宣傳產品與服務時，必須遵守相關的法律與法規。以下是一些需注意的事項：

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:

價格壟斷法

「價格壟斷」是指兩家或以上的競爭對手（不論是正式或非正式）協議共同設定價格的行為。

在澳大利亞，價格壟斷屬於違法行為。這是一個相當複雜的領域，違規可能會導致嚴重的處罰，因此請務必：

了解相關法規如何直接適用於您的企業
請法律顧問說明企業在該法規下的義務

掠奪性定價

「掠奪性定價」是指市場占有率較高的企業，故意壓低價格，以打擊或排擠規模較小的競爭對手。

這類行為被視為反競爭行為，若有此情形，可向澳大利亞競爭暨消費者委員會（ACCC）提出檢舉。

資料來源：昆士蘭商業局網站

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