ecommerce-pricing-strategy

电商定价策略生成器,输出定价模型选择、利润优化方案、大促定价公式、多平台差异化定价。触发:电商定价/定价策略/利润优化/大促定价/多平台定价/价格弹性 不触发:竞品价格采集(用pricing-analyzer)/动态调价执行(用price-dynamic)

天轰穿

@thcjp

Install

$ openclaw skills install @thcjp/ecommerce-pricing-strategy

来源: 01手册§十二 A16 电商定价策略(定价模型+利润优化+大促定价+多平台定价) 独立性声明: 本Skill为独立定价策略规划模块,不修改现有price-dynamic Skill。price-dynamic专注动态调价执行,本Skill专注定价策略规划与公式计算。 重叠评估: 与pricing-analyzer互补——pricing-analyzer分析竞品价格合理性,本Skill输出定价策略模型;与price-dynamic互补——price-dynamic执行动态调价,本Skill规划定价方案

电商定价策略 Skill

一、使用场景

场景触发条件说明
新品定价新品上架前确定价格选择定价模型+计算建议价
利润优化毛利率不达标输出动态调价+捆绑+满减策略
大促定价618/双11定价规划计算大促到手价+预售定金+价保
多平台定价多平台差异化定价输出闲鱼/抖音/淘宝/拼多多定价
价格弹性分析需要评估调价影响计算价格弹性系数+预期销量变化

二、定价模型

2.1 四大定价模型(来源:01手册§十二A16)

模型适用场景计算公式优点缺点
成本加成法标准品/有明确成本售价 = 成本 × (1 + 加成率)简单/保利润忽略竞争
竞争导向法竞品明确的红海市场售价 = 竞品均价 × (1±浮动%)有竞争力可能牺牲利润
价值定价法品牌品/差异化产品售价 = 客户感知价值 × 折扣高利润难量化
渗透定价法新品抢占市场售价 = 成本 × (1 + 微利率)快速获客初期低利

2.2 模型选择决策树

有明确成本? → 是 → 竞品价格明确? → 是 → 竞争导向法
                                  → 否 → 成本加成法
            → 否 → 品牌差异化? → 是 → 价值定价法
                            → 否 → 渗透定价法

2.3 加成率参考(来源:01手册§十二A16)

品类加成率范围说明
虚拟商品(充值/会员)50-200%成本极低,主要时间成本
数码3C10-25%价格透明,竞争激烈
服饰鞋包40-80%季节性强,库存风险
美妆护肤50-100%品牌溢价高
食品生鲜20-40%毛利低,走量为主
家居日用30-60%中等毛利

三、利润优化策略

3.1 毛利率目标(来源:01手册§十二A16)

  • 健康毛利率: >=30%
  • 警戒毛利率: 20-30%(需优化)
  • 危险毛利率: <20%(需提价或降本)
  • 暴利毛利率: >80%(检查是否虚高)

3.2 动态调价策略

基于三维度动态调整价格:

  • 库存维度: 库存>安全库存×2 → 降价10-15% / 库存<安全库存 → 涨价5-10%
  • 销量维度: 近7天销量环比下降>30% → 降价5-10% / 上升>50% → 涨价3-8%
  • 竞品维度: 竞品降价>10% → 跟进降价 / 竞品涨价 → 观察后跟进

3.3 捆绑销售策略

策略公式适用场景
买A送B套餐价 = A价 / (A+B)成本比关联品/清库存
A+B套餐套餐价 = (A+B) × 0.85提升客单价
阶梯满减满100减10/满200减30/满500减80刺激凑单
第二件半价均价 = (首件+半件) / 2 = 0.75首件快速走量

3.4 满减策略设计

  • 门槛设计: 满减门槛 = 平均客单价 × 1.3-1.5(刺激凑单)
  • 力度设计: 满减力度 = 门槛金额 × 10-15%(吸引力足够)
  • 层级设计: 2-3级满减(如满99减10/满199减30/满299减60)

四、大促定价策略

4.1 大促定价公式(来源:01手册§十二A16)

到手价 = 原价 × 折扣率 - 平台券 - 店铺券 - 补贴
  • 折扣率: 618/双11常规5-8折 / 秒杀3-5折
  • 平台券: 跨店满减(如满300减50)
  • 店铺券: 店铺专属优惠券
  • 补贴: 平台补贴/品牌补贴

4.2 预售定金策略

项目公式/规则说明
定金预售价 × 10-20%定金翻倍抵扣
尾款预售价 - 定金抵扣额尾款期支付
定金翻倍定金×2抵扣(如10元定金抵20元)刺激预售
预售优惠预售价 < 正式价(低5-15%)预售专属价

4.3 价保策略

  • 价保周期: 大促期间15-30天
  • 价保规则: 买贵退差价(自动/申请)
  • 价保目的: 消除观望心理,提前转化
  • 价保成本: 预估2-5%订单需退差,计入定价成本

五、多平台差异化定价

5.1 多平台定价矩阵(来源:01手册§十二A16)

平台定价策略价格区间核心目标
闲鱼低价引流成本×1.1-1.3引流/清库存/测款
抖音GPM优化成本×1.5-2.5内容带货/冲动消费
淘宝搜索权重成本×1.8-3.0搜索流量/稳定销售
拼多多拼团价成本×1.2-1.6拼团走量/社交裂变
京东品质溢价成本×2.0-3.5品质信任/PLUS会员
快手性价比成本×1.3-2.0老铁经济/复购

5.2 多平台定价注意事项

  • 最低价管控: 避免某平台价格过低影响其他平台(建议最低价差<=15%)
  • 平台佣金: 不同平台佣金差异(淘宝3-5%/拼多多0.6%/抖音5%)
  • 包装差异: 不同平台可用不同规格/包装做差异化
  • 活动同步: 大促期间各平台价格需协调一致

六、数据指标

指标定义健康值计算公式
毛利率利润占售价比>=30%(售价-成本) / 售价 × 100%
客单价平均订单金额因品类而异GMV / 订单数
价格弹性销量对价格的敏感度因品类而异销量变化率 / 价格变化率
转化率访客转订单比>=3%订单数 / 访客数 × 100%
利润率净利润占营收比>=15%(营收-成本-费用) / 营收 × 100%

七、工作流

  1. 接收输入 - 输入成本+竞品价格+平台+操作类型
    • 验证: cost为正数, competitor_prices为列表, platform为有效平台, action为strategy/promotion/bundle之一
    • 异常: 无效输入→返回INVALID_INPUT
  2. 生成定价策略(action=strategy) - 选择模型+计算建议价+毛利率
  3. 生成大促方案(action=promotion) - 计算大促到手价+预售定金+价保
  4. 生成捆绑方案(action=bundle) - 输出捆绑销售+满减策略
  5. 输出JSON - 结构化返回定价结果

八、输入格式

{
  "cost": 30,
  "competitor_prices": "35,40,45,50",
  "platform": "taobao",
  "action": "strategy"
}

九、输出格式

{
  "success": true,
  "data": {
    "suggested_price": 0,
    "profit_margin": "0%",
    "strategy": "定价策略摘要",
    "promotion_plan": {}
  },
  "error": null,
  "code": null
}

十、异常处理

异常类型错误代码处理方式
成本为空或非正数INVALID_INPUT返回错误,提示cost应为正数
竞品价格格式错误INVALID_COMPETITOR使用成本加成法,提示竞品格式应为逗号分隔数字
平台无效INVALID_PLATFORM返回错误,提示可选xianyu/douyin/taobao/pdd/jd/kuaishou
action无效INVALID_ACTION返回错误,提示可选strategy/promotion/bundle

十一、示例

示例1: 新品定价策略

输入: --cost 30 --competitor-prices "35,40,45,50" --platform taobao --action strategy 输出:

{
  "success": true,
  "data": {
    "suggested_price": 42.5,
    "profit_margin": "29.4%",
    "strategy": "竞争导向法(竞品均价42.5)+淘宝搜索权重定价(成本×1.8-3.0=54-90,取竞品均价平衡)+毛利率目标>=30%",
    "promotion_plan": {
      "model": "竞争导向法",
      "competitor_avg": 42.5,
      "cost_plus_price": 48.0,
      "platform_range": "54-90",
      "final_price": 42.5,
      "margin": "29.4%"
    }
  }
}

示例2: 大促定价方案

输入: --cost 30 --competitor-prices "35,40,45" --platform taobao --action promotion 输出: promotion_plan包含大促到手价公式+预售定金+价保策略

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