Pay what you want – A New Pricing Strategy for Wine Tastings ?
Pay what you want – A New Pricing Strategy for Wine Tastings ?
复制标题
DOI：
--
复制
发表时间：
2014
期刊：
影响因子：
--
通讯作者：
J. Hanf;Oliver Giering
中科院分区：
文献类型：
--
作者：
J. Hanf;Oliver Giering
在德国，近20%的葡萄酒销售是直接销售的。因此，客户必须被吸引到葡萄酒厂。因此，尽管有相关的费用，大多数情况下品酒是免费的。然而，游客往往觉得有必要买一些瓶酒，即使他们不喜欢这种酒。可能会出现不满。因此，必须制定其他策略来弥补成本，同时降低不满的风险。在这种情况下，我们要引入“支付你想要的”的概念。这是一种定价策略，买家为给定的商品支付任何想要的金额，有时包括零。在一些情况下，可以设置最低价格，和/或可以指示建议价格作为对买方的指导。买方也可以选择高于商品标准价格的金额。在某些情况下，让买家自由支付他们想要的价格是非常成功的，因为它消除了传统定价的许多缺点。购买者被允许支付他们想要的任何东西所吸引，原因包括消除对产品是否值得给定价格的恐惧以及相关的失望风险。对于卖家来说，它避免了设定“正确”价格的挑战性和有时昂贵的任务。对双方来说，它将敌对冲突转变为友好的交换，并解决了这样一个事实，即价值观念和价格敏感度在买家之间可能存在很大差异。因此，本文的目的是讨论在德国葡萄酒行业引入“按需付费”定价的可能性。我们将首先提供一个文献综述。然后，我们将联合收割机与现有的例子结合这些发现。
In Germany nearly 20 % of all wines sales are directly sold. Hence, customers have to be attracted to the wineries. As a result most often wine tastings are for free despite of the associated costs. However, often visitors feel obliged to buy some bottles of wine even though they are not in favor of this wine. Dissatisfaction might occur. Hence, other strategies have to be developed in order to cover the costs but reducing the risk of dissatisfaction. In this context we want to introduce the concept of “Pay What You Want”. This is a pricing strategy where buyers pay any desired amount for a given commodity, sometimes including zero. In some cases, a minimum price may be set, and/or a suggested price may be indicated as guidance for the buyer. The buyer can also select an amount higher than the standard price for the commodity. Giving buyers the freedom to pay what they want can be very successful in some situations, because it eliminates many disadvantages of conventional pricing. Buyers are attracted by permission to pay whatever they want, for reasons that include eliminating fear of whether a product is worth a given set price and the related risk of disappointment. For sellers it obviates the challenging and sometimes costly task of setting the “right” price. For both, it changes an adversarial conflict into a friendly exchange, and addresses the fact that value perceptions and price sensitivities can vary widely among buyers. Thus, aim of our paper is to discuss the possibility to introduce “Pay-What-You-Want” pricing in the German wine business. We will first provide a literature overview. Afterwards we will combine these findings with existing example.