商品市场竞争力及其与产品档次等级之区别剖析

商品市场竞争力是企业综合素质和核心竞争力的最终体现 ,它受到顾客主观评价的影响 ,因而不是生产者单方面能够一相情愿决定得了的。“顾客让渡价值 (customerdeliveredvalue)”概念反映了顾客价值和顾客成本两个方面 ,可以对商品的市场竞争力进行一定程度的描述 ,但由于其采用的是绝对值而非相对值 ,很难衡量小件低价物品或大件昂贵商品各自的与同类商品进行市场竞争的竞争能力。本文提出商品市场能量系数 (Ime -IndexofMar ket-energy)的概念 ,将之定义为顾客价值 (customervalue)与顾客成本 (customercost)的比值 ,用以衡量商品市场竞争力 ,并按照 (Ime)数值的不同 ,将商品区分为三个层次 :超值品、等值品及劣值品。“产品档次”的划定或档次归属的类分 ,很大程度上由生产者赋予 ,并往往被厂家作为产品定价的主要依据。如果厂家对其产品的档次类分正好匹配了顾客对该产品 (进入市场后则成为商品 )的评价———“顾客价值” ,可以说厂家就有了最大限度地获取高价的可能。

An analysis of the market competitiveness of goods and distinction of product grade

The market competitiveness of goods shows ultimately the core competency and the integrated making of an enterprise, which is judged subjectively by customers, so that it can not be decided only by producers of the goods. The concept of "customer delivered value" has covered both customer value and customer cost, which can radiate the market competitiveness of goods to a certain degree. But it can't precisely show the competitiveness of lower price small goods or higher price big goods, because it is a kind of absolute value. We put forward a new concept, index of market-energy, to precisely measure the market competitiveness of goods, which is defined as the ratio of customer value and customer cost here. And based on it, goods can be classified into three grades: superior-value-goods, equal-value-goods and inferior-value-goods. Product-grade is endued by producers to great extent, and is used mainly to determine the sale price of goods. If the product-grade is matching the customer value, there is opportunity for producers or sellers to obtain the highest price in all probability.