H 公司是一家为客户提供一站式整体服务的办公用品企业。通过对 H 公司
的现状和定价方法分析，指出了 H 公司在定价上存在的问题：定价目标混乱，
不明确；定价决策随意性大；定价缺乏考虑市场需求情况；成本核算方法简
单；定价缺乏竞争分析；定价方法过于单一
针对这些问题，对 H 公司的定价流程进行了设计：确定了以利润最大化为
H 公司定价目标；根据客户购买历史数据，建立针对每个客户的历史购买数据
库，用来预测客户需求；运用作业成本法对客户服务成本进行估算；建立竞争
对手产品价格数据库，分析竞争状况；确定价格。并通过案例分析，运用实例
计算数据作为改进依据，对不同的细分市场客户的定价策略进行改进，并提出
捆绑定价策略和订单折扣价格策略，指导 H 公司办公用品定价
关键词：办公用品；定价策略；细分市场；捆绑定价；折扣定价II
The Research of the Pricing Strategy for Office Supplies
Sales of H Company
Abstract
In this paper, the pricing strategy of H Company is taken as the research object, the problems
existing in the pricing process of H Company are studied, and the pricing strategy of H Company is
designed and improved. First, analyze the development status and development trends of office
supplies industry. In recent years, office supplies industry developed rapidly, China has become the
world&39;s largest consumer of office supplies, and gradually to the one-stop procurement direction.
Then analyze the competitive environment of office supplies and analyzed the main competitors of
H Company from the aspects of distribution mode, distribution cost, payment method, delivery
efficiency and return service, and compare the competition of stationery, office paper, printing
consumables and office equipment. And then analyze the customer sales, customer structure and
customer profit of H customers. Subdivide the market into two primary market segments: price
priority and service priority , and then further subdivide this two primary market segments into
two respective secondary market segments: Price-driven, value-driven, convenience-driven
and brand-driven, and analyze customers in different market segments.
H company provide one-stop overall service of office supplies. Through the analysis of the
current situation and pricing method of H Company, it points out the problems existing in the
pricing of H Company: the pricing target is chaotic and unclear; the pricing decision is arbitrary;
the pricing is lack of consideration of the market demand; the cost accounting method is simple;
Lack of analysis of competitors; product pricing method is single.
In response to these questions, design the pricing process for H Company. Determine the
pricing target of H Company is maximizing the profit. According the historical buying data of the
customer, establish a database of each customer to predict customer demand. Estimate the cost of
customer service by using activity-based costing. Establish a competitor product price database,
analyze the competitive situation. Confirm the price at last. Then through the case analysis, base on
the data of examples, improve the pricing strategy of different market segments. And proposed
bundled pricing strategy and order discount pricing strategy, guide the office supplies pricing for H
company.
Key Words：Office supplies; Pricing strategy; Segment market; Bundling pricing;
Discount pricingIII
目 录
1 引言 . 1
1.1 选题的背景与意义...... 1
1.1.1 选题的背景 ........ 1
1.1.2 选题的意义 ........ 1
1.2 国内外研究综述 ......... 2
1.2.1 国外相关研究 .... 2
1.2.2 国内相关研究 .... 2
1.2.3 定价基础理论 .... 4
1.3 研究内容和研究思路 .. 5
1.4 论文的难点和可能的创新点 ... 6
2 行业和竞争分析 ...... 7
2.1 行业分析 ........ 7
2.1.1 办公用品行业现状 ......... 7
2.1.2 办公用品行业销售模式 . 7
2.1.3 办公用品行业发展趋势 . 8
2.2 竞争分析 ........ 9
2.2.1 行业竞争格局 .... 9
2.2.2 主要竞争对手分析 ......... 9
2.2.3 细分产品竞争分析 ....... 10
2.3 小结 .. 12
3 客户分析 ... 13
3.1 客户销售数据分析.... 13
3.2 客户结构四象分析.... 14
3.3 客户利润分析 ........... 16
3.4 客户区别性价值驱动因素分析 ......... 18
3.5 客户市场细分 ........... 20
3.6 小结 .. 22IV
4 H 公司现状分析 ..... 23
4.1 公司简介 ...... 23
4.2 H 公司现状及当前定价方法 .. 23
4.3 H 公司的优势和劣势 . 24
4.4 H 公司定价存在的问题 ......... 25
4.5 小结 .. 28
5 H 公司定价流程设计与定价策略改进 ........ 29
5.1 H 公司定价流程设计 . 29
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