您需要了解的有关价格浏览策略的一切

有数十个不同pricing strategies您可以在您的业务中使用，而更独特的选择之一是价格掠夺策略。

Price skimming is an approach to pricing your products that capitalizes on novelty, timeliness, exclusivity, and/or innovation. When used and adjusted effectively, this strategy can maximize the revenue of individual product lines – particularly when they first launch.

在本文中，我们还将重点介绍价格掠夺策略的定义，历史，优缺点，除了解释何时（或可能）对您的企业雇用何时（或可能）没有意义。

特色资源：Price Skimming Revenue Calculator

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Want to know how much your business could earn with a price skimming strategy? Download our免费销售定价计算器to see how much revenue and profit you’ll drive, and compare the numbers to eight other pricing models, including penetration pricing, value-based pricing, and premium pricing to choose the best pricing model for your business.

什么是价格掠夺？

价格撇取的是，当您推出具有比平常更高的产品的产品时，然后随着时间的推移而逐渐降低价格。通常，价格浏览适用于新的创新产品。随着时间的流逝，产品变得不那么新颖，更容易获得，价格稳步下降。

“掠夺”这个名字来自查看所有潜在买家（例如堆栈）的想法 - 顶部的人愿意付款最多，而最底层的人则希望付款最低。

Once all who are willing to buy at the high price have made their purchase, you “skim” them off the top of the stack, and adjust the price to what the next group of buyers are willing to pay.

Price skimming is typically employed for new technologies. DVD players are a good example of this. When DVD players first hit the market in the late 90s, they could cost you up to $1,000. Now, if you do a快速搜索亚马逊，您会看到新的DVD播放器将使您仅仅$ 33。

Certainly, there’s an argument to be made that the price decreased so drastically because of various technological and cultural factors, but take a second to think about paying $1,000 for a DVD player in the late 90s – if you had the money and were a movie buff, it doesn’t seem so crazy.

Unlike cable, a DVD player allows you to choose your own entertainment for the evening, and DVDs have more features and offer a better quality viewing experience than VHS tapes (remember those?).

You also see price skimming at some fashion or clothing stores. When new designs are released, they’re usually priced at their highest point. However, as newer items make their way onto the racks the supply of the now older design dwindles, these items often move to the clearance section and are continuously marked down until they are sold.

价格掠夺的优点

1. It can maximize early revenue

Companies that employ price skimming tactics do so to recoup investments early and sell as many products as possible at the highest price point the product is likely to see. This immediately boosts both revenue和profit, which the company can utilize to expand marketing and distribution, as well as cover R&D costs.

2.它可以帮助创建嗡嗡声

当价格浏览与缓慢的推出策略配对时，价格良好。当价格掠夺是他们的策略时，公司知道他们的市场份额将很小。但是，随着价格下跌，以更实惠的价格访问产品的期望通常会上升。

对于某些产品而言，消费者和企业急切地等待在价格合适时购买它的机会，尤其是当他们一开始负担不起时。这是“您总是想要自己无法拥有的东西”的经典示例，但是通过掠夺策略，您可以将其延续几个月。

3.您可以随着时间的推移进行调整

实施良好的掠夺策略的最大好处之一是能够随着市场的变化而改变价格。从高处开始，您可以确定买家的价格敏感，并在最高利润率下卸下尽可能多的库存。

从那里，你的致电何时降价以及您将降到哪个价格。这将定价模型完全放在您的控制中，您可以根据您认为合适的市场条件和买方行为来调整销售价格。

4.它可以帮助您的品牌

由于掠夺是在日常购买的宏伟计划中，一种相对罕见的方法，因此可以通过市场来创造对您品牌的某种感知。

创新的。未来派。其中的一种。新的。革命者。声望很高的。

所有这些术语通常都与使用价格撇油模型发布的产品有关。如果这是您渴望品牌的图像，那么价格撇油可能是您产品的正确呼吁。

价格浏览的弊端

1.您可能会让早期买家感到沮丧

渴望获得“新的大事”或那些领先于急需的钱来购买产品的人可能会感到失望 - 或更糟糕的是，当他们看到一个月前购买的价格下降20时，可能会感到失望，或更糟糕的是百分比一夜之间。

对此的反驳？在许多行业（例如Tech）中，价格掠夺策略并不是一个秘密。尽管价格下跌时可能会感到烦恼，但他们倾向于知道自己正在进入什么，并且通常愿意付出更多的费用，以便首先掌握产品。

2.它可能会适得其反。

我不认识您，但是在我考虑购买新iPhone之前，我总是等待几个月，因为我知道最初的嗡嗡声死亡后的价格肯定会降低。

旁注：我仍然想念我的耳机插孔（*编辑注：相同）。

故事的道德启示？当您的浏览策略成为一种规范时，它可能首先会破坏价格的目的，因为许多买家可以选择等待购买价格会很快下降时等待购买（我看到您，我看到您，Apple).

This could botch your rollout strategy and limit your revenue during the first wave of pricing. Therefore, it makes sense to use price skimming sparingly, if you anticipate buyers will react this way.

3.它不能永远持续

啊，资本主义。

当竞争对手的业务看到可以在产品上赚到多少钱时，他们通常会以较低的价格涌入类似的产品。这为您提供了两种选择：让您的价格保持不变，并希望其声望和质量将使您的销售不受影响，或者将价格更改为比计划保持竞争力的更低的价格。

Let’s also remember that – even without competition – you’ll likely hit a limit of people you can feasibly sell to at each price point. Eventually, price skimming dictates you将要have to lower your prices, so keep that in mind when making your sales forecasts.

4.可以damage您的品牌

Price skimming offers a ton of benefits to your brand, but conversely, it can also伤害您的品牌。Companies that engage in price skimming can come across as greedy, dishonest, or manipulative, reinforcing the notion that price skimming should not be utilized by all companies or for all products.

当价格略读时（而且没有）时有意义

让我们看一下某些情况，价格略读（或可能无法解决）。

首先，这是一个有用的视频演练，讲述了动态定价策略是否适合您的业务：

Does make sense: new technologies

从DVD播放器到智能手机，甚至智能电视和特斯拉斯 - 诸如此类的革命性技术产品几乎是预期的通过略读的定价模型推出。而且，当价格下跌时，通用市场往往会感到兴奋而不是烦恼。

没有意义：B2B SaaS

大多数B2B SaaS公司想扩大自己的用户base as quickly as possible to generate a steady amount of recurring revenue. Limiting that growth potential with sticker shock can damage that early foundation and restrict compounding growth potential.

相反，B2B SaaS公司可能想雇用渗透定价或者免费增值定价by acquiring users at a low cost and gradually increasing revenue from those customers with added on services, account users, or increased pricing later on.

确实有意义：服装和时尚

Fashion and clothing stores are known for changing their prices seasonally as new styles are introduced. By that logic, using price skimming to keep the price tag high at first and then moving the item to the sale rack when the time is right is a great strategy for these vendors.

由于大多数服装商店只能制作大量的每种样式，因此价格撇油在这里非常有效。它是连续调整价格的理想型号，直到您出售所有库存为止，每件衣服都以最高的潜在价格出售。

Doesn’t make sense: products with tough competition

如果您进入一个没有分化的产品的大量饱和市场，那么提出高价标记可能不是最明智的主意。从本质上讲，您没有显示任何竞争优势或理由让买家选择您。

而是尝试基于比赛的定价，，，，渗透定价或基于价值的定价。

Does make sense: cars

Like clothing stores, new car dealers are always turning over new inventory and trying to sell each year’s model before the next year’s comes along.

在该新车可用性的第一个月中 - 需求很高，您也可以将价格保持在很高。但是，随着第11个月和第12个月的进场，汽车经销商及其买家知道售价将大大降低。

经销商可以使用此策略为买家提供较低的成本，并在早期销售中付出了牺牲的标记。

Doesn’t make sense: contracting, consulting, and professional services

医疗，法律或咨询服务等专业服务比从价格浏览中受益的产品更需要弹性。最重要的是，这些类型的工人或企业对lower他们的职业发展成本。

相反，这些业务可能会从基于项目或每小时的定价模型中受益最大。

价格略适合您的业务吗？

Still unsure if price skimming is the best approach for your pricing strategy? Download HubSpot’s销售量定价策略Calculator预测通过采用九种不同的定价策略（包括价格掠夺），您将获得多少收入和利润。