An analysis of pricing policies in terms of becoming an innovation economy

One of the most important factors determining the efficiency of the enterprise in terms of becoming an innovation economy, is the pricing. Prices provide the company planned profit, competitive products, the demand for it. After the final price realized commercial purposes, defined the performance of all parts of the supply structure of the enterprise. Current economic conditions impose new requirements in principle to the formation of the concept of pricing of goods, works and services, and most countries recognized as the most effective marketing management concept virtually all aspects of the company. However, many enterprises in Russia continues to use only the cost approach to pricing, which negatively affects the competitive advantage leads to lower demand for products as a result, sales revenue, profit and performance of enterprise financial condition. Therefore, at present improving pricing is quite an urgent problem whose solution should lead to the harmonization of the interests of buyers and sellers. One of the most important areas of analysis is the enterprise pricing in commodity markets. Prices provide the company planned profit, competitive products, the demand for it. After the final price realized commercial purposes, defined the performance of all parts of the supply structure of the enterprise. The main objectives of the analysis of pricing policy are the following: study of the content-installation procedures prices, the price level to determine whether a specific product prices - the identification of gaps on the effectiveness of pricing policies. The content and sequence analysis of pricing policies can be carried out in the following stages: 1 Etap.Analiz products, works and services to businesses and markets. The quality of products, works and services, market, a niche occupied by the enterprise in the market. Stage 2. Analysis of the impact on the market such as pricing. Necessary to determine which type of market where the company operates and depending on it to build its pricing policy. Stage 3. Analysis of the objectives of pricing. Objectives of pricing in the enterprise depends on what goals the company set itself for the future. - Get the full planned income - increase sales - to win more substantial share of the market - to try to achieve higher profits from the sale of specific goods - to weaken a competitor - to form a certain image of the goods. Stage 4. Analysis of the factors that determine the pricing policy of the enterprise. No matter how is the formation of prices for products are taken into account some general economic criteria determining the deviation of the price level up or down from the consumer's cost of goods. These criteria are divided into internal (depending on the manufacturer, from the activities of its management and staff) and external (independent businesses). The internal criteria are: - ads (the more successful, original advertising, the price of products by manufacturer above) - the specifics of the products (the higher the degree of processing than a unique quality, the price is higher) - especially the manufacturing process (production of small batch production and individual has a higher cost, mass-produced goods have a relatively low cost and is not as high a price) - marketing strategy and tactics of the manufacturer (focus on one or more market segments) - the specifics of the product life cycle - production mobility process - the duration of moving goods through the chain from producer to consumer - service organization in the sale and beyond - market size - the image of the manufacturer at both the domestic and overseas market. The external criteria usually include the following: - the political stability of the country - and the manufacturer states, where the sale of company products - no free market of some required resources (labor, material, financial) - the nature of economic regulation by the state - the level and dynamics inflation, the volume and the distinctive features of the existing and future customer demand - availability of and competition between manufacturers of similar products. Stage 5. Analysis of the conditions and methods of forming the initial price. How does pricing for the enterprise, what methods are used, whether introduced new methods for determining and setting prices, etc. Stage 6. Analysis of prices in comparison with major competitors. What pricing methods use the main competitors, what activities they carry out for lower prices, etc. Thus, in terms of becoming an innovation economy for the good functioning of the enterprises need to analyze their pricing policy on the basis of this analysis to make certain changes. It is also necessary to carry out new technologies and the latest developments in this field. List of references: 1. Lipsits IV Commercial pricing. M. Beck, 2001-326s. 2. Gerasimenko VV The price policy of the firm. M. Finstatnnform, 1995-248s. 3. Pricing. / Textbook. allowance. Ed. IK Salimzhanova. M. Finstatinform. 2001-115s.