Παράγοντες που επηρεάζουν την στρατηγική τιμολόγησης : μια εμπειρική μελέτη
Factors affecting the pricing strategy : an empirical approach
KeywordsΣτρατηγικές τιμολόγησης ; Παράγοντες επιρροής στρατηγικών τιμολόγησης ; Ανταγωνιστικές στρατηγικές ; Εταιρικές στρατηγικές ; Β2Β αγορές
Pricing decision making has been one of the main issues that concern the scientific and business community, as these decisions have a direct impact on the profitability and cash flow of organizations. In this sense, pricing decision making has a strong strategic character and affect both the planning of competitive strategies, at a first level, and the corporate strategic planning, in the long term. In this context, the correlation of pricing strategies with competitive and corporate strategies is highlighted. In addition, main pricing strategies are listed. Furthermore, the theoretical background for designing pricing strategies is given, through the analysis of the qualitative and quantitative objectives set by organizations during the strategic choice of marketing or production of specific goods. A rational design is undoubtedly influenced by internal, external and life cycle factors. A detailed report is made regarding the parameterization of the above restrictions. At the core of the thesis is the development of an integrated pricing plan, using data analysis techniques. The plan is implemented using corporate data related with wholesale trade market (B2B). The comparative consideration of the proposed plan, with the corresponding mathematical simulation models of the above-mentioned pricing strategies, proves its superiority over the rest. Specifically, a potential increase in profitability of 20%, over a two-year period, is demonstrated.