{"id":10953,"date":"2023-03-22T17:26:55","date_gmt":"2023-03-22T16:26:55","guid":{"rendered":"https:\/\/www.euroekonom.sk\/?p=10953"},"modified":"2024-05-13T14:57:20","modified_gmt":"2024-05-13T12:57:20","slug":"tvorba-cien-v-obchodnych-podnikoch","status":"publish","type":"post","link":"https:\/\/www.vrtulniky.sk\/news\/tvorba-cien-v-obchodnych-podnikoch\/","title":{"rendered":"Tvorba cien v obchodn\u00fdch podnikoch"},"content":{"rendered":"<p>Obchodn\u00e9 podniky sl\u00fa\u017eia ako sprostredkovatelia medzi v\u00fdrobcom a spotrebite\u013eom. Tovar sa k spotrebite\u013eovi dostane <a href=\"https:\/\/www.euroekonom.sk\/marketing\/medzinarodny-marketing\/rozhodovanie-o-distribucnej-strategii\/\">nepriamou odbytovou cestou<\/a>. Cena je pritom jedn\u00fdm z najd\u00f4le\u017eitej\u0161\u00edch konkuren\u010dn\u00fdch faktorov.<\/p>\n<h2>Cenov\u00e9 strat\u00e9gie obchodn\u00fdch podnikov<\/h2>\n<p>Obchodn\u00fd podnik m\u00f4\u017ee implementova\u0165 niektor\u00fa z t\u00fdchto cenov\u00fdch strat\u00e9gi\u00ed:<br \/>\n<strong>Strat\u00e9gia n\u00edzkych cien (diskontn\u00e1 strat\u00e9gia) <\/strong>&#8211; cie\u013eom je z\u00edska\u0165 imid\u017e n\u00edzkych cien. Existuj\u00fa r\u00f4zne formy tejto strat\u00e9gie:<\/p>\n<ul>\n<li>Strat\u00e9gia selekt\u00edvne n\u00edzkych cien &#8211; n\u00edzke ceny k\u013e\u00fa\u010dov\u00fdch produktov vyvol\u00e1vaj\u00fa u z\u00e1kazn\u00edka dojem n\u00edzkych cien cel\u00e9ho sortimentu.<\/li>\n<li>Strat\u00e9gia celkovej n\u00edzkej cenovej hladiny &#8211; trvale n\u00edzka cenov\u00e1 hladina.<\/li>\n<li>Strat\u00e9gia v\u00fdpredajov\u00fdch a pr\u00edle\u017eitostn\u00fdch akci\u00ed &#8211; tovar je mo\u017en\u00e9 k\u00fapi\u0165 za pr\u00edle\u017eitostne n\u00edzke ceny.<\/li>\n<li>Strat\u00e9gia cenov\u00fdch garanci\u00ed &#8211; napr. formou prehl\u00e1senia, \u017ee tovar dostane spotrebite\u013e za najni\u017e\u0161iu konkuren\u010dn\u00fa cenu.<\/li>\n<li>Strat\u00e9gia lacn\u00e9ho sortimentu<\/li>\n<li>Strat\u00e9gia sortimentu vy\u017eaduj\u00faceho minimaliz\u00e1ciu obchodn\u00fdch n\u00e1kladov &#8211; ide o tovary s r\u00fdchlou obr\u00e1tkou.<\/li>\n<\/ul>\n<p><strong>Strat\u00e9gia vysok\u00fdch cien<\/strong> &#8211; opiera sa o Veblenov efekt. Firma prezentuje vysok\u00fa kvalitu, poskytuje z\u00e1kazn\u00edkom individu\u00e1lnu starostlivos\u0165 a doplnkov\u00e9 slu\u017eby.<\/p>\n<h2>Faktory ovplyv\u0148uj\u00face tvorbu cien v obchode<\/h2>\n<ul>\n<li><strong>Nadob\u00fadacia cena tovaru<\/strong>: tvor\u00ed najv\u00e4\u010d\u0161iu n\u00e1kladov\u00fa polo\u017eku obchodn\u00e9ho podniku a t\u00fdm aj najv\u00e4\u010d\u0161iu polo\u017eku z kone\u010dnej predajnej ceny. Tovarov\u00e9 n\u00e1klady sa skladaj\u00fa z ceny, ktor\u00fa zaplatil obchodn\u00edk dod\u00e1vate\u013eovi za n\u00e1kup tovaru a z ved\u013eaj\u0161\u00edch obstar\u00e1vac\u00edch n\u00e1kladov.<\/li>\n<li><strong>Mo\u017enos\u0165 v\u00fdberu dod\u00e1vate\u013ea<\/strong>: Mo\u017enos\u0165 vybra\u0165 si z r\u00f4znych cenov\u00fdch pon\u00fak umo\u017e\u0148uje minimalizova\u0165 tovarov\u00e9 n\u00e1klady a efekt\u00edvne stanovenie kone\u010dnej predajnej ceny.<\/li>\n<li><strong>Obchodn\u00e9 n\u00e1klady<\/strong>: Predstavuj\u00fa n\u00e1klady obchodn\u00edka, konkr\u00e9tne zah\u0155\u0148aj\u00fa n\u00e1klady na skladovanie, manipul\u00e1ciu a prepravu tovaru- dopravn\u00e9 n\u00e1klady, n\u00e1klady na \u00faverovanie z\u00e1sob, n\u00e1klady na energiu, mzdy a reklamu.<\/li>\n<li><strong>Zmluvn\u00e9 dod\u00e1vate\u013esko-odberate\u013esk\u00e9 podmienky dod\u00e1vok<\/strong>: Ide o dohody s dod\u00e1vate\u013emi a t\u00fdkaj\u00fa sa predajn\u00fdch cien pre spotrebite\u013eov, zn\u00e1\u0161ania rizika pri nepredajnosti, platobn\u00e9 podmienky, lehoty splatnosti, rabaty, skont\u00e1.<\/li>\n<li><strong>V\u00fd\u0161ka zisku<\/strong>: vypo\u010d\u00edta sa ako rozdiel predajnej a n\u00e1kupnej ceny.<\/li>\n<li><strong>\u010eal\u0161ie faktory<\/strong>: Ide o polo\u017eky stanoven\u00e9 z\u00e1konom a z\u00e1v\u00e4zn\u00fdmi predpismi (napr. clo a DPH).<\/li>\n<\/ul>\n<h2>\u010eal\u0161ie faktory ovplyv\u0148uj\u00face tvorbu cien v obchode<\/h2>\n<ul>\n<li><strong>Obchodn\u00e9 (cenov\u00e9) rozp\u00e4tie:<\/strong> predstavuje rozdiel medzi nadob\u00fadacou cenou a predajnou cenou tovaru. Funkciou obchodn\u00e9ho rozp\u00e4tie je uhradi\u0165 n\u00e1klady obchodnej firmy a zabezpe\u010di\u0165 primeran\u00fd zisk pre obch. podnik. Tvor\u00ed ho s\u00fa\u010det obchodn\u00fdch n\u00e1kladov a zisku obchodn\u00edka. <strong>M\u00f4\u017ee ma\u0165 formu obchodnej prir\u00e1\u017eky alebo mar\u017ee.<\/strong><\/li>\n<li><strong>Obchodn\u00e1 (cenov\u00e1) prir\u00e1\u017eka<\/strong> sa vz\u0165ahuje na nadob\u00fadaciu cenu. Ak ju v absol\u00fatnom vyjadren\u00ed pripo\u010d\u00edtame k nadob\u00fadacej cene, dostaneme predajn\u00fa cenu. <strong>Prir\u00e1\u017eka v %<\/strong> = Obchodn\u00e9 rozp\u00e4tie\/Nadob\u00fadacia cena x 100.<\/li>\n<li><strong>Cenov\u00e1 mar\u017ea<\/strong> sa vz\u0165ahuje na kone\u010dn\u00fa predajn\u00fa cenu. Zn\u00ed\u017een\u00edm predajnej ceny o cenov\u00fa mar\u017eu v absol\u00fatnom vyjadren\u00ed dostaneme nadob\u00fadaciu cenu. <strong>Mar\u017ea v %<\/strong> = Obchodn\u00e9 rozp\u00e4tie\/ predajn\u00e1 cena x 100<\/li>\n<\/ul>\n<h3>Prir\u00e1\u017eka a mar\u017ea &#8211; \u010do ich ovplyv\u0148uje?<\/h3>\n<ul>\n<li><a href=\"https:\/\/www.euroekonom.sk\/obchod\/marketingove-riadenie-obchodu\/druhy-velkoobchodov\/\">Ve\u013ekoobchodn\u00edk<\/a> uplat\u0148uje ni\u017e\u0161iu prir\u00e1\u017eku \u010di mar\u017eu, maloobchodn\u00edk vy\u0161\u0161iu. Vypl\u00fdva to z funkci\u00ed, ktor\u00fdch m\u00e1 maloobchodn\u00edk viac a preto aj viac n\u00e1kladov.<\/li>\n<li>Obchodn\u00edk vedie \u0161irok\u00fd sortiment tovaru, prir\u00e1\u017eka a mar\u017ea v\u0161ak nie s\u00fa pri jednotliv\u00fdch druhoch tovarov obchodn\u00edka rovnak\u00e9. <a href=\"https:\/\/www.euroekonom.sk\/downloads\/statnice\/predaj-analyza-trzieb-dan-z-pridanej-hodnoty\/\">Predajn\u00e1 cena niektor\u00fdch tovarov<\/a> zah\u0155\u0148a vysok\u00fd zisk, pri in\u00fdch ni\u017e\u0161\u00ed. R\u00fdchlos\u0165 obratu z\u00e1sob m\u00e1 vplyv na v\u00fd\u0161ku prir\u00e1\u017eok. N\u00edzke prir\u00e1\u017eky sa uplat\u0148uj\u00fa pri tovaroch s vysokou, r\u00fdchlou obr\u00e1tkou (chlieb, ovocie) a vy\u0161\u0161ie prir\u00e1\u017eky pri tovaroch s n\u00edzkou obr\u00e1tkou z\u00e1sob, napr. elektrotechnika.<\/li>\n<\/ul>\n<h2>Syst\u00e9my tvorby cien v obchodn\u00fdch podnikoch<\/h2>\n<ul>\n<li><strong>Syst\u00e9m tvorby netto ceny<\/strong> \u2013 k nadob\u00fadacej cene sa pripo\u010d\u00edta cenov\u00e1 prir\u00e1\u017eka, \u010do sa rovn\u00e1 predajnej cene. Syst\u00e9m sa vyu\u017e\u00edva v tom pr\u00edpade, ak v\u00fdrobca nechce ovplyv\u0148ova\u0165 kone\u010dn\u00fa predajn\u00fa cenu. Riziko za tvorbu ceny zn\u00e1\u0161a obchodn\u00e1 firma. Met\u00f3da je orientovan\u00e1 na n\u00e1klady.<\/li>\n<li><strong>Syst\u00e9m tvorby brutto ceny <\/strong>&#8211; od predajnej ceny sa odpo\u010d\u00edta cenov\u00e1 mar\u017ea, \u010d\u00edm obchodn\u00edk zist\u00ed nadob\u00fadaciu cenu. Syst\u00e9m sa vyu\u017e\u00edva v pr\u00edpade, \u017ee v\u00fdrobca, pr\u00edp. dod\u00e1vate\u013e m\u00e1 z\u00e1ujem ovplyvni\u0165 predajn\u00fa cenu. V praxi sa pou\u017e\u00edva \u010dastej\u0161ie ako predch\u00e1dzaj\u00faca. Ceny maj\u00fa charakter cien odpor\u00fa\u010dan\u00fdch. Met\u00f3da je orientovan\u00e1 na dopyt, na cenu, ktor\u00fa o\u010dak\u00e1vaj\u00fa z\u00e1kazn\u00edci.<\/li>\n<\/ul>\n<h3>V\u00fdpo\u010det nadob\u00fadacej ceny v obchodn\u00fdch firm\u00e1ch<\/h3>\n<p>Obchodn\u00e1 firma po\u010d\u00edta nadob\u00fadaciu cenu tovaru nasledovne:<br \/>\nBrutto cena vr\u00e1tane dane<br \/>\n&#8211; da\u0148<br \/>\nBrutto cena bez dane<br \/>\n&#8211; rabat<br \/>\nNetto cena<br \/>\n&#8211; skonto<br \/>\nNetto pokladni\u010dn\u00e1 cena<br \/>\n<span style=\"text-decoration: underline;\">+ ved\u013eaj\u0161ie obstar\u00e1vacie n\u00e1klady<br \/>\n<\/span><strong>Nadob\u00fadacia cena<\/strong><\/p>\n<h2>Zdroje<\/h2>\n<p>LIPIANSKA, J.-HAPROV\u00c1, M. 2011. Cenov\u00e9 rozhodovanie v marketingu. Bratislava: Sprint dva, 2011. 152 s. ISBN 978-80-89393-71-8<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Obchodn\u00e9 podniky sl\u00fa\u017eia ako sprostredkovatelia medzi v\u00fdrobcom a spotrebite\u013eom. Tovar sa k spotrebite\u013eovi dostane nepriamou odbytovou cestou. Cena je pritom jedn\u00fdm z najd\u00f4le\u017eitej\u0161\u00edch konkuren\u010dn\u00fdch faktorov. &hellip; <\/p>\n","protected":false},"author":21,"featured_media":25327,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[19,549],"tags":[],"class_list":["post-10953","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-obchod","category-pracujem"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Tvorba cien v obchodn\u00fdch podnikoch<\/title>\n<meta name=\"description\" content=\"Cenov\u00e9 strat\u00e9gie obchodn\u00fdch podnikov. Syst\u00e9my tvorby cien v obchodn\u00fdch podnikoch. 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