《跨境电子商务英语》课件-Product Management Product Pricing

Project5ProductManagementofCross-BorderE-CommerceCONTENTSProductSelection01ProductManagement:ProductPricing02ProductManagement:ForbiddenandRestrictedProducts03Knowledgeextension04ProductManagement:ProductPricing02Newwords（1）competitiveprice有竞争力的价格（2）reasonableprice合理的价格（3）bottomprice底价（4）ex-factoryprice出厂价（5）favorableprice优惠价格（6）cutdowntheprice降低价格（7）adjusttheprice调整价格（8）revisetheprice修改价格Newwordsignore/ɪgˈnɔ:/v.忽视arbitrarily/ˌɑːbɪˈtrerəli/adv.任意地solely/ˈsəʊllɪ/adv.独自地；完全overall/ˈəʊvərɔːl/adj.全部的，总体的revenue/ˈrevənju:/n.收益charge/tʃɑ:dʒ/v.对……索费estimate/ˈestɪmeɪt/v.估计previously/ˈpri:viəsli/adv.先前investigate/ɪnˈvestɪgeɪt/v.调查competitor/kəmˈpetɪtə/n.竞争者position/pəˈzɪʃ(ə)n/v.定位TranslationOneofthebiggestmistakesyoucanmakewhenlaunchingyourbusinessinCBECistoignorethepricingofyourproducts.Fartoooften,onlineretailersarbitrarilysettheirproductprices,orevenworse,basetheirdecisionssolelyonwhattheircompetitorsarecharging.It'ssoimportanttoputsomethoughtsbehindyourpricingdecisions.Hereisthefour-stepprocess.开始跨境电子商务业务时，您可能犯的最大错误之一就是忽略您的产品的定价。很多时候，在线零售商会随意地设定产品价格，甚至更糟的是，他们仅依据竞争对手的定价来决定自己产品的定价。重要的是在定价时要好好思考。以下是定价的四步骤。TranslationStep1:CalculateyouroverallproductcostBeforesetlingonaprice,calculatetheoverallproductcostbyaddingallofthecostsassociatedwithyourproduct,suchasproductcosts,shippingfees,labor,andmore.第一步：计算整体产品成本在定价之前，需计算所有与产品相关的成本，比如产品的进价、运费、人工等，这些相加从而核算产品的总成本。TranslationStep2:AccountforyourrevenuegoalsAfteryoudeterminehowmuchyouneedtobreakevenonaproduct,thenextstepistodecidetheprofityouneedtoearnonthatproducttomeetyouroverallrevenuegoals.Todoso,takethefollowingsteps:Setyourmonthlynetprofitgoalforthesaleofallproducts.Forexample,let'ssayyouwanttoearn$10,000amonthprofitoffyourentireproductline.第二步：说明您的收入目标确定您需要细分每个产品上多少收入后，下一步就是确定您需要从该产品上赚取的利润从而来实现总体收入目标。为此，请执行以下步骤：设置所有产品的每月净销售利润目标。例如，假设您希望通过整个产品线每月获得10,000美元的利润。TranslationBreakdownyourmonthlynetprofitgoalintomonthlynetprofitgoalsforeachproduct.Continuingwiththisexample,ifyou'resellingfourproducts,youmayhaveagoalof$2,500profitpermonthforeachproduct.Estimatethetotalnumberofeachproductyouexpecttosellpermonthanddivideyourmonthlynetprofitgoalforeachproductbythetotalnumberofproductitemsyouexpecttosellpermonth.Forexample,ifyouwanttoearn$2,500onthesaleof500items,$2,500÷500=$5/item.将每月净利润目标分解为每个产品的每月净利润目标。继续来看这个示例，如果您要销售四种产品，您的每个产品的每月净利润目标可能是$2,500。估计您希望每月出售的每种产品的总数，然后将每种产品的每月净利润目标除以您希望每月出售的产品的总数。例如，如果您想出售500件商品来赚取$2,500，那么$2,500÷500=$5/件。TranslationAddtheprofitperitemtotheoverallproductcostyoupreviouslycalculated.Let'ssaythataproduct'stotalcostis$7.75,andyouneedtoearn$5peritemtomeetyourrevenuegoal.Thenyouneedtosellitfornolessthan$12.75($7.75+$5.00=$12.75).将每件商品的利润添加到您之前计算的总产品成本中。假设某产品的总成本为7.75美元，并且您需要每件产品赚取5美元的收入才能实现您的总收入目标。那么您需要以不低于$12.75（$7.75+$5.00=$12.75）的价格出售产品。Translation第三步：将价格与竞争对手的进行比较一旦您为您的产品设定好了价格，就您的业务需求而言，您应该处于良好状态。然而，您还应该知道，购物者经常搜索其他地方货比三家。Step3:CompareyourpricestothecompetitionOnceyousetthepricesforyourproducts,youshouldbeingoodshapeasfarasyourbusinessneedsareconcerned.However,youshouldalsoknowthatshoppersoftensearchelsewhereforthebestvalue.Translation这意味着您应该通过查看以下资源，例如类似的网站，比较购物引擎（CSE），易趣和像亚马逊平台这样的主要零售商来调查竞争对手的价格。这样，您将能够更好地定位产品或进行必要的调整。Thismeansthatyoushouldinvestigatecompetitorpricingbylookingatsomeofthefollowingsourcessuchassimilarwebsites,comparisonshoppingengines(CSEs),eBay,andmajorretailerslikeAmazon.Inthisway,you'llbeabletobetterpositionyourproductsormakenecessaryadjustments.TranslationStep4:ConsideryourbusinessvalueandcustomerbaseNotallshoppersaremadealike,andnotallbusinessesofferthesamelevelofexpertiseandservice.Sowhensettingyourproductprices,considertheseadditionalfactorssuchascustomermotivation,youraddedvalue.第四步：考虑您的商业价值和客户群并非所有购物者都是一样的，也不是所有企业都提供相同水平的专业知识和服务。因此，设置产品价格时，请考虑这些其他因素，例如客户动机，您的附加值。TranslationPricingisadmitted