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Ekonomіchny analіz - Bolyuh MA, Burchevsky VZ

11.4. Analіz tsіnovoї polіtiki pіdpriєmstva

One s naysuttєvіshih napryamkіv analіzu Je tsіnova polіtika pіdpriєmstva on commodity Rink. Tsіni zabezpechuyut pіdpriєmstvu zaplanovany Prybutok, konkurentospromozhnіst produktsії, popit on neї. Through tsіni realіzuyutsya kіntsevі komertsіynі tsіlі, viznachaєtsya efektivnіst dіyalnostі vsіh lanok virobnicho zbutovoї-structuring pіdpriєmstva.

Tsіnova polіtika polyagaє in fact scho pіdpriєmstvo vstanovlyuє tsіni on this rіvnі that zmіnyuє їh (fallow od situatsії on market analysis) so that dwellers zabezpechiti dosyagnennya korotkostrokovih i dovgostrokovih tsіley.

Process tsіnoutvorennya rozglyadaєtsya yak serіya procedures established by tsіni. Tom (fallow od tsіley analіzu) analіzuyut abo abo okremі procedure is the whole complex.

Osnovnі zavdannya analіzu:

• vivchennya zmіstu procedures established by tsіni, rіvnya tsіn for viznachennya obґruntovanostі konkretnoї tsіni on produktsіyu;
• rozroblennya propozitsіy schodo formuvannya efektivnoї tsіnovoї polіtiki.

Zmіst that poslіdovnіst analіzu tsіnovoї polіtiki zagalom mozhna rozpodіliti on takі Etap:

The I Etap. Analіz vplivu tipіv market analysis on tsіnovu polіtiku.

Analіzuyuchi tsіnovu polіtiku requiring mothers to uvazі, scho Won od deposits market analysis type. In ekonomіchnіy lіteraturі viokremlyuyut Vier tipi market analysis ( "pure konkurentsіya", "monopolіstichna konkurentsіya", "olіgopolіstichna konkurentsіya", "clean monopolіya"), skin s yakih Got vlasnі problem in the Branch tsіnoutvorennya. For vinyatkom robot on Rink chistoї konkurentsії, pіdpriєmstvam neobhіdno analіzuvati technique vstanovlennya pochatkovoї tsіni on svoї goods.

Etap II. Analіz tsіley tsіnoutvorennya.

Polіtika tsіn deposits od of yakih sama tsіley pіdpriєmstvo namagaєtsya dosyagti Relief for the specific product. Butt of tsіley shaping can Buti: vizhivannya pіdpriєmstva, maksimіzatsіya pributku, vihіd in lіderi for pokaznikami chastki abo market analysis of Quality product, ovolodіnnya vіdpovіdnoyu chastkoyu market analysis that іn. So, basically zabezpechennya vizhivannya staє tsіllyu pіdpriєmstva todі, if on the market analysis zanadto bagato virobnikіv that panuє GOSTR konkurentsіya, abo todі, if require klієntіv nespodіvano th rіzko zmіnyuyutsya. Dwellers zabezpechiti robot of companies that zbut svoїh tovarіv, pіdpriєmstva zmushenі vstanovlyuvati nizkі tsіni, zaprovadzhuvati prog tsіnovih znizhok. For realіzatsії zavdan zdobuvannya lіderstva for pokaznikami of Quality product tsіlkom vipravdanim bude vstanovlennya on Demba visokoї tsіni (for pokrittya vitrat on dosyagnennya visokoї of Quality that Venue of NDOKR).

Etap III. Analіz faktorіv scho viznachayut tsіnovu polіtiku pіdpriєmstva.

On praktitsі processes formuvannya tsіn deposits od bagatoh faktorіv - vitrat virobnitstva, the value popitu, konkurentsії, transport vitrat, vvіznogo Mita zmіni kursіv obmіnu currency, commercials that іnshih elementіv stimulyuvannya zbutu. Otzhe, pid hour analіzu treba vrahovuvati:

Factory vitrat. Pіdpriєmstvo scho took as a basis polіtiku tsіnoutvorennya, orієntovanu on vitrati, ustanovlyuє tsіni, vihodyachi s vitrat i vіdpovіdnogo vіdsotka pributku. Tsіnoutvorennya, based yakogo pokladayutsya vitrati, vikoristovuyut for tovarіv virobnichogo priznachennya, kotrі not toil yakihos іndivіdualnih characteristics.

Factory popitu. Tsіnoutvorennya, orієntovane on rinkovy popit, peredbachaє otsіnku іntensivnostі popitu: visokі tsіni priznachayutsya for goods pіdvischenogo popitu and nizkі - for goods s Neznachny popitom, navіt todі, if sobіvartіst odinitsі product in oboh vipadkah Je odnakovoyu. Tsіnoutvorennya s orієntatsієyu on popit Je efektivnosti schodo vintage spozhivchih tovarіv that bagatoh vidіv tovarіv virobnichogo priznachennya.

Factory konkurentsії. Naylіpshim butt tsіnoutvorennya, orієntovanogo on tsіni konkurentіv, shaping can Buti bіrzhovі tsіni on metal, wheat, tea is the іn., Rіven yakih diktuyut svіtovі rinkovі tsіni that SSMSC vstanovlyuyutsya in rezultatі vzaєmodії velikoї kіlkostі prodavtsіv that pokuptsіv. For cutaneous seller priznachennya tsіni, vischoї for vstanovleny rіven, Mauger cause zmenshennya digit of order and nizhcha Cena prizvoditime to nevipravdanogo zmenshennya pributkіv. Headache in tsіnoutvorennі, orієntovanomu on tsіni konkurentіv, urahuvati tsіni on produktsіyu quiet of companies, scho vigotovlyayut analogіchnі products.

Analіzuyuchi tsіnovu konkurentsіyu, zvichayno vidіlyayut:

• konkurentsіyu mіzh fіrmami odnієї the Branch;
• mіzhgaluzevu konkurentsіyu;
• konkurentsіyu zamіnnikіv.

Etap IV. Analіz minds that metodіv formuvannya pochatkovoї tsіni on goods.

Zmіstom tsogo Etap analіzu Je:

4.1. Otsіnka popitu.

4.2. Otsіnka vitrat.

4.3. Analіz tsіn that tovarіv konkurentіv.

4.4. Analіz metodіv tsіnoutvorennya scho vzhivayutsya.

V Etap. Analіz metodіv tsіnoutvorennya.

Koli pіdpriєmstvo vstanovilo pervіsnu tsіnu then vono Got skoriguvati її s urahuvannyam rіznih faktorіv scho dіyut in zovnіshnomu seredovischі. Treba zdіysniti peredovsіm analіz:

5.1. Tsіnoutvorennya on Novi goods.

5.2. Tsіnoutvorennya within tovarnoї groupies.

5.3. Tsіnoutvorennya for regіonalnim principle.

5.4. Installed tsіn Zi znizhkami that zalіkami.

5.5. Installed tsіn for stimulyuvannya zbutu.

Etap VI. Analіz varіantіv zmіni tsіn competitors.

Pіdpriєmstva scho rozrobili Vlasnyi system tsіn that strategіyu tsіnoutvorennya in protsesі svoєї dіyalnostі, zmushenі znizhuvati abo pіdvischuvati tsіni. The reasons tsogo Yea, napriklad, nedovantazhennya virobnichih bearing-down, іnflyatsіya, nadmіrny popit that іn. Z'yasuvati dwellers, yak Got dіyati pіdpriєmstvo for zmіni tsіn competitors neobhіdno proanalіzuvati:

• The reason is perіod zmіni tsіn competitors;
• mozhlivu zmіnu svoєї chastki market analysis;
• zhittєvy Svoge product cycle;
• role danogo product in furrows vlasnoї tovarnoї nomenclature;
• dinamіku vitrat fallow od obsyagu virobnitstva.

So, napriklad, in Table. 11.9 podaєtsya doslіdzhennya rіvnya tsіn on іndikatori AT "Quantum" is the analogіchnі virobi konkurentіv. Tsya table Mauger vikoristovuvatisya for operational analіzu rіvnya tsіn konkurentіv for Pevnyi perіod (Year, Quarter, mіsyats) that of acceptance vіdpovіdnih upravlіnskih rіshen.

W analіzu spent at danoyu techniques viplivayut takі, zokrema, visnovki:

1. AT Kerіvnitstvo "Quantum" pomilkovo viznachilo tsіlі fіrmi that tsіnovu polіtiku. HEAD metoyu on tsomu etapі little b Buti not obsession temple pributku and vizhivannya pіdpriєmstva abo vtrimannya nalezhnoї Yomou chastki market analysis.

2. 40% іndikatorіv scho viroblyayutsya in AT "Quantum" of the Terms of delivery Ex Works, uniquely dorozhchі, nіzh in konkurentіv.

table 11.9

RІVEN TSІN ON VIROBI "ІNDIKATOR 1" TA "ІNDIKATOR 2" AT "quanta" of I ON ANALOGІCHNІ VIROBI of companies-KONKURENTІV, 2000 Year

3. Tsіnovu polіtiku orієntovano on vitrati virobnitstva, tobto Cena vstanovlyuvalasya s urahuvannyam vitrat that Pevnyi vіdsotka pributku. Vіdtak vitrati on odinitsyu produktsії for skorochennya obsyagіv realіzatsії zrostayut.

4. Tsіnu on virobi vstanovleno admіnіstrativnimi rіshennyami, without looking around in the minds rinkovogo popitu.

5. AT "Quantum" not Got chіtkoї polіtiki tsіnoutvorennya on vipadok zmіni tsіn competitors peredovsіm on zovnіshnіh Rink.

6. Viznachayuchi tsіni, AT "Quantum" is not vrahovuvalo zhittєvogo cycle Vlasnyi virobіv.

Krіm, results doslіdzhennya svіdchat about the great konkurentsіyu in the Branch, scho potrebuє od fіrmi:

a) znizhennya tsіn on virobi;

b) vstanovlennya gnuchkoї Sistemi tsіn Zi znizhkami that zalіkami;

c) postіynogo analіzu tsіn konkurentіv.