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标题: [转]软件定价II结论Software Pricing II(翻译) 上一主题 | 下一主题
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#1  [转]软件定价II结论Software Pricing II(翻译)

CNSW
Archilangelo

Conclusions.
结论

* Try and be in a clearly defined market with a useful purpose. Eg 'word processing software', 'programming software', 'bug control software' are all examples of markets with a clear purpose. The alternative markets to word processing software are pens and paper, and the alternative to bug control software is fiddling around with lists in Excel. Try and be in a market that complements another bigger market (eg the Windows software market). Try not to be in a market where there are clear substitute markets, eg 'business consultancy' or some obscure web service.


* 尝试明确定义的一个有实用目标的市场。比如:文字处理软件、编程软件、
bug控制软件都是有清晰目标的市场的范例。替代品市场对于文字处理软件
是笔和纸,替代品对于bug控制软件是无用的Excel列表清单。尝试做一个小
市场来补充另一个更大的市场(比如,windows软件市场).不要尝试一个有明确
替代品的市场,比如:商业顾问或一些模糊的web服务.

* Your price should be around the average of the other suppliers in your market, or a little above average. It should not be significantly above or below (see prestige and inverse-prestige products discussed previously). This implies your product should look and be as good as other products in your market. If your product is significantly worse consumers will find out
and your demand curve will shift to the left.

* 你的价格应该在市场中其它供应商的平均水平.在平均水平上一点点或下一点点
都并没有什么意义去讨论。这意味着你的产品应该看上去和市场中的其它产品一样好。如果你的产品明显更差一点,消费者会发现你的需求曲线是偏向左边的。

* Try and make as many people as possible know about your product. This means blogs, click adverts in google, optimize your pages etc. If possible you want to increase quantity sold, even if this reduces profit, because this will increase demand later on. But don't reduce the price to such an extent that an inverse-prestige effect comes into play.

* 尝试让更多的人有可能去知道你的产品。这些方法包括,blogs、做google点击
广告、优化你的主页等等。如果有可能你想要去增加销售量,即使暂时地减少利润,因为这会增加今后的需求。但不要削价到一个程度以至会产生反效果。

*Use the internet to reduce transaction costs. This means convenient ordering, quick delivery, and timely response to questions.

*使用Internet去减少处理事务的成本。这意味着方便的下定单、快速送货和
及时的回答客户的问题。

* Use market segmentation wisely. Segmentation must be clear so that everyone knows what everyone is paying and what everyone gets. Then nobody feels cheated. To do this, your product needs features that are justifiable in the higher priced versions. In software, the segmentation into Home editions, Professional editions and Enterprise editions seems clear. Different consumers can place themselves into the correct segment and get what they need.

* 精明地使用市场分割策略。分割策略必须清晰以至于每个人都知道每个人付钱
他会得到些什么。做到这一点,你的产品需要具备有理由去调整到更高价位的一
些特征。对于软件来说,分割可以是家庭版,专业版、和企业版看上去比较清晰。不同的消费者可以把自己定位于正确的位置以得到他们需要什么。

* Don't bother making your software expensive and pretending it's a prestige product. It's not. Prestige products have labels like 'ferrari' or 'maserati' on them and are desired by millions of people in the western world. If you make your software expensive, then no matter how good it is, you are simply creating a tiny new market next to a large existing substitute
market.

* 不要老是操心是不是该把你的产品定得昂贵或假装它是一个权威性的产品。
这没有必要。对于西方世界的几百万人来说高档商品有着象"法拉利"呀之类
的标签在上面。如果你把你的软件定得很贵,那么无论它多么好,你只是简单
地创建了一个很小的新市场,邻着现存的巨大的替代品市场而己。

* Improve the presentation and appearance of your product and website. They must look nice, must be easy to use and easy to install, and must give a professional impression. Common sense, really.

* 改进你产品的主页的界面。他们必须看上去很漂亮,必须易于使用和易于安装。以及必须给人以一个专业的印象。事实上,这是个常识。


---Translated by Archilangelo 2004.12.26



天理路上甚宽,稍游心,胸中便觉广大宏朗;
人欲路上甚窄,才寄迹,眼前俱是荆棘泥涂。



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