Formiranje cena zasnovano na vrednosti – faktor uspeha u konkurentskoj borbi
Value-Based Pricing – A Success Factor in the Competitive Struggle
Apstrakt
Tokom protekle decenije dominantan je bio pogled da glavna svrha tržišno zasnovane organizacije ne predstavlja zadovoljenje kupaca već povećanje vrednosti. Upravo, vrednosti, njihovo stvaranje, zadržavanje i povećanje su glavni izvori konkurentske prednosti kompanije. Svrha ovog rada je da prezentuje formiranje cena zasnovano na vrednosti proizvoda kao izvora konkurentske prednosti. U vezi sa tako određenim ciljevima vrednost i cena proizvoda za kupca proizilazi iz ključnih faktora uspeha kompanije u konkurentskoj borbi; uloga vrednosti proizvoda u marketingu i formiranju cena je prikazana. I teorija objašnjava dva osnovna pristupa za određivanje cene proizvoda po osnovu vrednosti:modeliranje vrednosti za kupca (CVP) i modeliranje ekonomske vrednosti (EVM), objašnjava njihovu prirodu, domet primene, prednosti i mane.
Abstract
Over the past decade, the view that the main purpose of marketoriented organizations is not to satisfy the consumer, but to create values has dominated. Exactly the values, their creation, retention and increase, are the main sources of competitive advantage of the company. The purpose of the present report is to present the price formation, based on product value, as a source of competitive advantage. In connection with the so-defined objective, the value and the product price for the customer are derived as key factors for success of the company in the competitive struggle; the role of the value of the product in the marketing and pricing is revealed; and theory clarifies the two basic approaches for determining the price of the product on the basis of value – customer value modeling (CVM) and economic value modeling (EVM), their nature, scope of application, advantages and disadvantages.
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