Pricing Of Logistics Enterprises Under Focus Strategy

Price is a core problem and focus in human economic activities. Pricing is a strategicbehavior for a company’s profit by decision-making of marketing, completing andfinancing, rather than a mere price reflection and profit pursuit according to the input ofproduction factors. The focus strategy is an important access to maintaining a company’scommercial core competitiveness. Only after a company orientates itself in marketdifferentiation and cost frontier by strategic focusing can pricing finds its object and base.Under the focus strategy, there are three principles and directions in the pricingstrategy——client’s value, initiative administration and profit driven. Pricing is based onthe client’s value rather than the cost. A company should ensure an orderly and effectivepricing strategy by implementing different pricing strategies according to the life circle ofeach product and keeping the coherence of the client’s value and sensitive ability to changeof the price level.By case study and research analysis, this paper takes H logistics company as a caseand finds that the H company, on the premise of the focus strategy, using the pricingprinciple based on the client’s value, implements value creation, price structureestablishment, effective value negotiation and pricing policy administration, and finally itestablishes a price level which fits the focus strategy and verifies by market research thatthe pricing principle and method in H company is effective. The purpose of this study liesin providing some ideas and resolution for logistics companies from strategic andexecutive level, promoting the development of logistics companies, breaking through thebottleneck effect, and contributing some reference for the healthy development of logisticsindustry and the national economy.