Project5ProductManagementofCross-BorderE-CommerceCONTENTSProductSelection01ProductManagement:ProductPricing02ProductManagement:ForbiddenandRestrictedProducts03Knowledgeextension04ProductManagement:ProductPricing02Newwords（1）competitiveprice有競(jìng)爭(zhēng)力的價(jià)格（2）reasonableprice合理的價(jià)格（3）bottomprice底價(jià)（4）ex-factoryprice出廠價(jià)（5）favorableprice優(yōu)惠價(jià)格（6）cutdowntheprice降低價(jià)格（7）adjusttheprice調(diào)整價(jià)格（8）revisetheprice修改價(jià)格Newwordsignore/?g?n?:/v.忽視arbitrarily/?ɑ?b??trer?li/adv.任意地solely/?s??ll?/adv.獨(dú)自地；完全overall/???v?r??l/adj.全部的，總體的revenue/?rev?nju:/n.收益charge/t?ɑ:d?/v.對(duì)……索費(fèi)estimate/?est?me?t/v.估計(jì)previously/?pri:vi?sli/adv.先前investigate/?n?vest?ge?t/v.調(diào)查competitor/k?m?pet?t?/n.競(jìng)爭(zhēng)者position/p??z??(?)n/v.定位TranslationOneofthebiggestmistakesyoucanmakewhenlaunchingyourbusinessinCBECistoignorethepricingofyourproducts.Fartoooften,onlineretailersarbitrarilysettheirproductprices,orevenworse,basetheirdecisionssolelyonwhattheircompetitorsarecharging.It'ssoimportanttoputsomethoughtsbehindyourpricingdecisions.Hereisthefour-stepprocess.開(kāi)始跨境電子商務(wù)業(yè)務(wù)時(shí)，您可能犯的最大錯(cuò)誤之一就是忽略您的產(chǎn)品的定價(jià)。很多時(shí)候，在線零售商會(huì)隨意地設(shè)定產(chǎn)品價(jià)格，甚至更糟的是，他們僅依據(jù)競(jìng)爭(zhēng)對(duì)手的定價(jià)來(lái)決定自己產(chǎn)品的定價(jià)。重要的是在定價(jià)時(shí)要好好思考。以下是定價(jià)的四步驟。TranslationStep1:CalculateyouroverallproductcostBeforesetlingonaprice,calculatetheoverallproductcostbyaddingallofthecostsassociatedwithyourproduct,suchasproductcosts,shippingfees,labor,andmore.第一步：計(jì)算整體產(chǎn)品成本在定價(jià)之前，需計(jì)算所有與產(chǎn)品相關(guān)的成本，比如產(chǎn)品的進(jìn)價(jià)、運(yùn)費(fèi)、人工等，這些相加從而核算產(chǎn)品的總成本。TranslationStep2:AccountforyourrevenuegoalsAfteryoudeterminehowmuchyouneedtobreakevenonaproduct,thenextstepistodecidetheprofityouneedtoearnonthatproducttomeetyouroverallrevenuegoals.Todoso,takethefollowingsteps:Setyourmonthlynetprofitgoalforthesaleofallproducts.Forexample,let'ssayyouwanttoearn$10,000amonthprofitoffyourentireproductline.第二步：說(shuō)明您的收入目標(biāo)確定您需要細(xì)分每個(gè)產(chǎn)品上多少收入后，下一步就是確定您需要從該產(chǎn)品上賺取的利潤(rùn)從而來(lái)實(shí)現(xiàn)總體收入目標(biāo)。為此，請(qǐng)執(zhí)行以下步驟：設(shè)置所有產(chǎn)品的每月凈銷(xiāo)售利潤(rùn)目標(biāo)。例如，假設(shè)您希望通過(guò)整個(gè)產(chǎn)品線每月獲得10,000美元的利潤(rùn)。TranslationBreakdownyourmonthlynetprofitgoalintomonthlynetprofitgoalsforeachproduct.Continuingwiththisexample,ifyou'resellingfourproducts,youmayhaveagoalof$2,500profitpermonthforeachproduct.Estimatethetotalnumberofeachproductyouexpecttosellpermonthanddivideyourmonthlynetprofitgoalforeachproductbythetotalnumberofproductitemsyouexpecttosellpermonth.Forexample,ifyouwanttoearn$2,500onthesaleof500items,$2,500÷500=$5/item.將每月凈利潤(rùn)目標(biāo)分解為每個(gè)產(chǎn)品的每月凈利潤(rùn)目標(biāo)。繼續(xù)來(lái)看這個(gè)示例，如果您要銷(xiāo)售四種產(chǎn)品，您的每個(gè)產(chǎn)品的每月凈利潤(rùn)目標(biāo)可能是$2,500。估計(jì)您希望每月出售的每種產(chǎn)品的總數(shù)，然后將每種產(chǎn)品的每月凈利潤(rùn)目標(biāo)除以您希望每月出售的產(chǎn)品的總數(shù)。例如，如果您想出售500件商品來(lái)賺取$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).將每件商品的利潤(rùn)添加到您之前計(jì)算的總產(chǎn)品成本中。假設(shè)某產(chǎn)品的總成本為7.75美元，并且您需要每件產(chǎn)品賺取5美元的收入才能實(shí)現(xiàn)您的總收入目標(biāo)。那么您需要以不低于$12.75（$7.75+$5.00=$12.75）的價(jià)格出售產(chǎn)品。Translation第三步：將價(jià)格與競(jìng)爭(zhēng)對(duì)手的進(jìn)行比較一旦您為您的產(chǎn)品設(shè)定好了價(jià)格，就您的業(yè)務(wù)需求而言，您應(yīng)該處于良好狀態(tài)。然而，您還應(yīng)該知道，購(gòu)物者經(jīng)常搜索其他地方貨比三家。Step3:CompareyourpricestothecompetitionOnceyousetthepricesforyourproducts,youshouldbeingoodshapeasfarasyourbusinessneedsareconcerned.However,youshouldalsoknowthatshoppersoftensearchelsewhereforthebestvalue.Translation這意味著您應(yīng)該通過(guò)查看以下資源，例如類(lèi)似的網(wǎng)站，比較購(gòu)物引擎（CSE），易趣和像亞馬遜平臺(tái)這樣的主要零售商來(lái)調(diào)查競(jìng)爭(zhēng)對(duì)手的價(jià)格。這樣，您將能夠更好地定位產(chǎn)品或進(jìn)行必要的調(diào)整。Thismeansthatyoushouldinvestigatecompetitorpricingbylookingatsomeofthefollowingsourcessuchassimilarwebsites,comparisonshoppingengines(CSEs),eBay,andmajorretailerslikeAmazon.Inthisway,you'llbeabletobetterpositionyourproductsormakenecessaryadjustments.TranslationStep4:ConsideryourbusinessvalueandcustomerbaseNotallshoppersaremadealike,andnotallbusinessesofferthesamelevelofexpertiseandservice.Sowhensettingyourproductprices,considertheseadditionalfactorssuchascustomermotivation,youraddedvalue.第四步：考慮您的商業(yè)價(jià)值和客戶(hù)群并非所有購(gòu)物者都是一樣的，也不是所有企業(yè)都提供相同水平的專(zhuān)業(yè)知識(shí)和服務(wù)。因此，設(shè)置產(chǎn)品價(jià)格時(shí)，請(qǐng)考慮這些其他因素，例如客戶(hù)動(dòng)機(jī)，您的附加值。TranslationPricingisadmitted