【管理辞典】性价比 / Price-performance Ratio

「释义」

性价比（或称为价格效能、效价比、价效比）为性能和价格的比例，俗称CP值。在经济学和工程学，性价比指的是一个产品根据它的价格所能提供的性能的能力。在不考虑其他因素下，一般来说有着更高性价比的产品是更值得拥有的。

「应用场景」

2011年8月，小米推出首款手机时，定位是让消费者“以负担得起的价格取得优质技术”。它通过自己的网站直接出售给消费者，利润率低于5％，是这个产业内最低的利润率。小米直接接触技术娴熟的消费者，因此能跳过所有的中介者，包括许多层的全国性、地区性和地方性批发商与零售商，避开这些全都会收取费用的中介者。直接销售给消费者的方法，产生重大的成本优势，手机性价比远高于市场上的任何其他产品，并加快小米将产品送达消费者手中的速度。目标消费者回应热络：需求远超过生产，以致小米每周只能开放电子商务网站一天，有时存货在几分钟之内就抢购一空。持续不断地立即完售，引发社群媒体风暴，品牌口碑散播到愈来愈广的受众，刺激进一步的需求。

When it introduced its first phone in August 2011, Xiaomi positioned itself as offering “quality technology at an affordable price.” It sold directly to consumers, through its own website, at a margin of below 5% — the thinnest margin in the industry. Because of its direct engagement with tech-savvy consumers, Xiaomi was able to trim out all intermediaries — the many tiers of national, regional and local wholesalers and retailers, each of which charged a markup. Its direct-to-consumer approach created a significant cost advantage — the phone’s feature to price ratio was far more favorable than anything else on the market — and increased the speed at which Xiaomi could reach its consumers. Target consumers responded: Demand outpaced production so much that the firm could only open its e-commerce site one day per week and stocks sometimes sold out within minutes. The constant and instant sell-outs led to social media storms, spreading the brand to an ever-wider audience, stimulating further demand.

以上文字选自

How Xiaomi Became an Internet-of-Things Powerhouse

杨海洋（Hai-Yang Yang ）马京晶（Jing-jing Ma ）阿米塔瓦·查托帕耶 （Amitava Chattopadhyay）| 文

马冰仑 丨编辑