第10章 顾客价值.ppt

Outline Customer Value The Fundamentals of Pricing Strategies Revenue Management Customized Pricing Mail-in-Rebate strategies Dynamic Pricing in SCM Delayed Pricing vs. Delayed Production 讲义大纲 客户价值 定价战略基础 收入管理与定制化定价 购后返款（Mail-in-Rebate）战略 供应链管理中的动态定价 延迟定价（Delayed Pricing）与延迟生产（Delayed Production） Customer Value How should a company measure the value of its products or services? The emphasis has moved from internal measures such as quality to customer satisfaction measures. The supply chain has a huge impact on perceived customer value: Prices vs. service? Delivery speed vs. price? Specialization or one-stop shopping? Recall that responding to customer requirements is a basic part of supply chain management. Customer value drives changes in the supply chain, and is a critical input in determining the type of supply chain for a particular product Large inventories High level of customization 客户价值 厂商如何评估其产品或服务的价值？ 重点从内部评估如产品质量转向客户满意度评估。 供应链对感知的客户价值有在的影响： 价格与服务？ 递送速度与价格？ 专业化与一站式购物？ 记住，对客户需求的响应是供应链管理的基本组成部分。 客户价值促进了供应链的变革，是决定特定产品采用何种供应链的重要因素 大量的库存 高度定制化 The Dimensions of Customer Value Conformance to requirements Offer what the customer wants Demand impacts the supply chain Product Selection A proliferation of options makes the supply chain difficult to manage Three trends Specialty stores (Starbucks, Subway) Megastores (Wal-Mart, Target) Specialized Megastores (Home Depot, OfficeMax) Dealing with the proliferation: Build-to-order Centralized inventories A fixed set of options 客户价值的范围 顺应需求 提供客户想要的东西 需求对供应链造成影响 产品选择 选择的增加使得供应链难以管理 三个趋势 专业商店（星巴克、赛百味） 百货店（沃尔玛、Target） 专业百货店（ Home Depot, OfficeMax ） 如何应对选择的增加： 按订单生产 集中化库存 一系列固定的选择 The Dimensions of Customer Value Price and Brand Pricing is a key part of the customer experience The correct supply chain supports the correct price Wal-mart Brand works hand in hand with price As the number of salespeople decreases, the value of brand increases This is particularly true on the internet Value Added Services It is hard to co