{"id":11184,"date":"2023-04-04T19:11:20","date_gmt":"2023-04-04T17:11:20","guid":{"rendered":"https:\/\/www.euroekonom.sk\/?p=11184"},"modified":"2024-05-13T14:57:17","modified_gmt":"2024-05-13T12:57:17","slug":"tarify-a-ceny-cenova-diskriminacia-a-modely-tvorby-cien","status":"publish","type":"post","link":"https:\/\/www.vrtulniky.sk\/news\/tarify-a-ceny-cenova-diskriminacia-a-modely-tvorby-cien\/","title":{"rendered":"Tarify a ceny, cenov\u00e1 diskrimin\u00e1cia a modely tvorby cien"},"content":{"rendered":"<h2>Cenov\u00fd syst\u00e9m<\/h2>\n<p><strong>Cenov\u00fd syst\u00e9m<\/strong> predstavuje syst\u00e9m ekonomickej organiz\u00e1cie, v ktorom ka\u017ed\u00fd subjekt (FO, PO) prij\u00edma rozhodnutie , \u010d\u00edm prispeje k hospod\u00e1rstvu, pri\u010dom vie, \u017ee m\u00f4\u017ee realizova\u0165 svoj pr\u00edspevok za cenu prijate\u013en\u00fa pre seba i pre kupuj\u00faceho a \u017ee m\u00f4\u017ee z\u00edska\u0165 tovar a slu\u017eby poskytnut\u00e9 in\u00fdmi subjektmi len za ceny prijate\u013en\u00e9 pre nich. V trhovej ekonomike s\u00fa ceny k\u013e\u00fa\u010dom k hodnoteniu efekt\u00edvnosti a plnia tri z\u00e1kladn\u00e9 funkcie:<\/p>\n<ul>\n<li>informa\u010dn\u00fa<\/li>\n<li>aloka\u010dn\u00fa<\/li>\n<li>a motiva\u010dn\u00fa.<\/li>\n<\/ul>\n<h2>Cena a tarifa<\/h2>\n<p>Problematika cien je upraven\u00e1 z. \u010d. 18\/1996 o cen\u00e1ch v znen\u00ed a doplnen\u00ed \u010fal\u0161\u00edch z\u00e1konov. Definuje cenu ako pe\u0148a\u017en\u00fa sumu dohodnut\u00fa pri n\u00e1kupe a predaji tovaru. Za cenu pod\u013ea tohto z\u00e1kona sa pova\u017euje aj tarifa. Z\u00e1kon definuje aj<\/p>\n<ul>\n<li>ekonomicky opr\u00e1vnen\u00e9 n\u00e1klady = n\u00e1klady na obstaranie zodpovedaj\u00faceho mno\u017estva priameho materi\u00e1lu, mzdov\u00e9 a ostatn\u00e9 osobn\u00e9 n\u00e1klady<\/li>\n<li>primeran\u00fd zisk = zisk vych\u00e1dzaj\u00faci z v\u00fdvoja obvykl\u00e9ho podielu zisku tuzemsk\u00e9ho tovaru na ekonomicky opr\u00e1vnen\u00fdch n\u00e1kladoch s prihliadnut\u00edm na kvalitu tovaru<\/li>\n<\/ul>\n<p>Za neprimeran\u00fa cenu u pred\u00e1vaj\u00faceho sa pova\u017euje dohodnut\u00e1 cena, ktorou sa v\u00fdrazne presahuj\u00fa ekonomicky opr\u00e1vnen\u00e9 n\u00e1klady alebo <a href=\"https:\/\/www.euroekonom.sk\/financie\/financna-analyza\/analyza-vysledku-hospodarenia-podniku\/\">primeran\u00fd zisk<\/a>.<\/p>\n<h2>Cenov\u00e1 tvorba a medzn\u00fd pr\u00edjem<\/h2>\n<p>Ak v\u00fdrobca m\u00f4\u017ee zmenou svojej produkcie ovplyv\u0148ova\u0165 dosahovan\u00fa cenu, potom ide o nedokonal\u00fd trh. Znamen\u00e1 to tie\u017e, \u017ee nie je splnen\u00e1 niektor\u00e1 z podmienok dokonal\u00e9ho trhu :<\/p>\n<ul>\n<li>dokonal\u00e1 informovanos\u0165 pred\u00e1vaj\u00facich a kupuj\u00facich<\/li>\n<li>nulov\u00e9 n\u00e1klady na zmenu dod\u00e1vate\u013ea<\/li>\n<li>homog\u00e9nny produkt<\/li>\n<li>ve\u013ek\u00fd po\u010det pred\u00e1vaj\u00facich<\/li>\n<\/ul>\n<p>Pred\u00e1vaj\u00faci na nedokonalom trhu pred\u00e1vaj\u00fa za cenu, ktor\u00e1 je vy\u0161\u0161ia ako medzn\u00e9 n\u00e1klady a nevyr\u00e1baj\u00fa v minime svojich celkov\u00fdch priemern\u00fdch n\u00e1kladov. Uplatnenie princ\u00edpu tvorby cien a tar\u00edf na z\u00e1klade medzn\u00fdch n\u00e1kladov m\u00f4\u017ee by\u0165 skomplikovan\u00e1 re\u00e1lnou situ\u00e1ciou<br \/>\nna trhu a v spolo\u010dnosti.<\/p>\n<h2>Cenov\u00e1 diskrimin\u00e1cia<\/h2>\n<p><strong>Cenov\u00e1 diskrimin\u00e1cia<\/strong> je <a href=\"https:\/\/www.euroekonom.sk\/cenove-strategie-a-pristupy-k-tvorbe-cien\/\">cenovou strat\u00e9giou<\/a>, ktorou v\u00fdrobca sleduje maximaliz\u00e1ciu zisku t\u00fdm, \u017ee r\u00f4znym skupin\u00e1m spotrebite\u013eov pred\u00e1va produkty za r\u00f4zne ceny. Umo\u017e\u0148uje spotrebite\u013eom s ni\u017e\u0161\u00edmi pr\u00edjmami kupova\u0165 produkty, ktor\u00e9 by si inak nemohli dovoli\u0165. D\u00f4vodom s\u00fa ich r\u00f4zne dopytov\u00e9 funkcie. Cenov\u00fa diskrimin\u00e1ciu m\u00f4\u017ee v\u00fdrobca pou\u017ei\u0165 v pr\u00edpade, \u017ee s\u00fa splnen\u00e9 tri podmienky, a to:<\/p>\n<ol>\n<li>trh mus\u00ed by\u0165 nedokonal\u00fd, \u010do znamen\u00e1, \u017ee dopytov\u00e9 funkcie po produktoch konkr\u00e9tneho v\u00fdrobcu s\u00fa klesaj\u00face<\/li>\n<li>na trhu musia existova\u0165 r\u00f4zne skupiny spotrebite\u013eov<\/li>\n<li>v\u00fdrobca mus\u00ed by\u0165 schopn\u00fd rozozna\u0165 tieto skupiny spotrebite\u013eov a \u00fa\u010dtova\u0165 im r\u00f4zne ceny <\/li>\n<\/ol>\n<h2>Z\u00e1sady tvorby tar\u00edf<\/h2>\n<p>Tvorba cien za po\u0161tovn\u00e9 a elektronick\u00e9 komunika\u010dn\u00e9 slu\u017eby mus\u00ed zodpoveda\u0165 z\u00e1sad\u00e1m vo\u013en\u00e9ho trhu, konkurencii \u010fal\u0161\u00edch slu\u017eieb a siet\u00ed, reakcii dopytu a ponuky, ako aj potreb\u00e1m zabezpe\u010denia slu\u017eieb verejnom z\u00e1ujme. Cena :<\/p>\n<ul>\n<li>ovplyv\u0148uje v\u00fd\u0161ku dopytu<\/li>\n<li>je z\u00e1kladom na ur\u010denie rentability<\/li>\n<li>ovplyv\u0148uje vo\u013ebu u\u017e\u00edvate\u013ea<\/li>\n<li>je spojen\u00e1 s kvalitou pon\u00fakanej slu\u017eby<\/li>\n<li>je porovnate\u013en\u00e1 s konkuren\u010dnou slu\u017ebou rovnak\u00e9ho druhu<\/li>\n<\/ul>\n<p>Pojem tarifa sa pou\u017e\u00edva na ohodnotenie v\u00fdkonov, ktor\u00e9 uspokojuj\u00fa potreby spolo\u010dnosti objemami pr\u00e1c a ktor\u00fdch jednotky s\u00fa v zna\u010dnej miere viazan\u00e9 na \u010das nutn\u00fd na uskuto\u010dnenie v\u00fdkonu. Ozna\u010denie tarifa sa pou\u017e\u00edva aj pre s\u00fabor sadzieb ur\u010dit\u00fdch podobn\u00fdch v\u00fdkonov.<br \/>\nK hlavn\u00fdm z\u00e1sad\u00e1m tvorby tar\u00edf a sadzieb patria:<\/p>\n<ul>\n<li>z\u00e1sada jednoduchosti a zrozumite\u013enosti<\/li>\n<li>z\u00e1sada verejn\u00e9ho publikovania<\/li>\n<li>z\u00e1sada relat\u00edvnej st\u00e1losti v porovnan\u00ed s cenami ostatn\u00fdch tovarov<\/li>\n<li>z\u00e1sada jednotnosti tar\u00edf na celom \u00fazem\u00ed<\/li>\n<li>z\u00e1sada vz\u00e1jomn\u00e9ho prepojenia jednotliv\u00fdch tar\u00edf a sadzieb v r\u00e1mci tarifnej s\u00fastavy<\/li>\n<li>z\u00e1sada pokrytia n\u00e1kladov na uskuto\u010dnen\u00e9 v\u00fdkony tr\u017ebami<\/li>\n<li>z\u00e1sada obmedzenia mo\u017enosti kr\u00ed\u017eov\u00e9ho subvencovania<\/li>\n<\/ul>\n<h2>V\u0161eobecn\u00e9 princ\u00edpy cenotvorby<\/h2>\n<ol>\n<li>cena za pr\u00edstup by mala vych\u00e1dza\u0165 z n\u00e1kladov \u2013 n\u00e1kladovo orientovan\u00e9 ceny<\/li>\n<li>cena za pr\u00edstup by nemala diskriminova\u0165 sp\u00f4soby , ktor\u00e9 redukuj\u00fa \u00fa\u010dinn\u00fa konkurenciu<\/li>\n<li>cena za pr\u00edstup by nemala ovplyv\u0148ova\u0165 zni\u017eovanie konkurencie na z\u00e1visl\u00fdch trhoch<\/li>\n<li>cena za pr\u00edstup by nemala ma\u0165 charakter pred\u00e1torskej ceny \u2013 pred\u00e1torsk\u00e1 cena je ni\u017e\u0161ia ako dodatkov\u00e9 n\u00e1klady na produkt a stanoven\u00e1 s cie\u013eom obmedzi\u0165 konkurenciu alebo znemo\u017eni\u0165 vstup na trh<\/li>\n<\/ol>\n<h2>Modely tvorby cien<\/h2>\n<ol>\n<li>Ramseyho optim\u00e1lne ceny<\/li>\n<li>Pravidlo inverznej elasticity<\/li>\n<li>Gradientov\u00e1 met\u00f3da<\/li>\n<li>Cenotvorba na z\u00e1klade maximaliz\u00e1cie zisku<\/li>\n<\/ol>\n<h3>Ramseyho optim\u00e1lne ceny<\/h3>\n<p>Pr\u00edstup k stanoveniu optim\u00e1lnych cien, ktor\u00fd pou\u017eil Frank Ramsey, v\u00fdborn\u00fd anglick\u00fd matematik, vych\u00e1dza z maximaliz\u00e1cie u\u017eito\u010dnosti s\u00faboru slu\u017eieb u spotrebite\u013ea a z\u00e1rove\u0148 z minimaliz\u00e1cie zni\u017eovania zisku firmy, \u010di odvetvia. Z\u00e1kladn\u00e1 my\u0161lienka vych\u00e1dza z poznatku, \u017ee cena sa m\u00e1 rovna\u0165 medzn\u00fdm n\u00e1kladom.<br \/>\nV niektor\u00fdch regulovan\u00fdch odvetviach v\u0161ak v d\u00f4sledku dosahovania \u00faspor z rozsahu<br \/>\na zo sortimentu, optim\u00e1lne ceny musia by\u0165 stanoven\u00e9 nad medzn\u00fdmi n\u00e1kladmi, aby sa zabezpe\u010dila ur\u010dit\u00e1 minim\u00e1lna prosperita firmy.<br \/>\nVe\u013ekos\u0165 rozdielu medzi cenou a medzn\u00fdmi n\u00e1kladmi je z\u00e1visl\u00e1 od elasticity dopytu po danom v\u00fdrobku \u010di slu\u017ebe. Preto pomer ceny a MN by mal by\u0165 najvy\u0161\u0161\u00ed pri t\u00fdch produktoch, ktor\u00fdch elasticita dopytu je najni\u017e\u0161ia, naopak pri v\u00fdrobkoch a slu\u017eb\u00e1ch, ktor\u00fdch elasticita dopytu je vysok\u00e1, je nutn\u00e9 stanovi\u0165 optim\u00e1lnu cenu na \u00farovni MN.<\/p>\n<h3>Pravidlo inverznej elasticity<\/h3>\n<p>Vych\u00e1dza z princ\u00edpov stanovenia Ramseyho optim\u00e1lnych cien a nasleduj\u00facich podmienok<\/p>\n<ol>\n<li>medzn\u00e1 soci\u00e1lna u\u017eito\u010dnos\u0165 pr\u00edjmu je rovnak\u00e1 u v\u0161etk\u00fdch spotrebite\u013eov<\/li>\n<li>cena ktorejko\u013evek po\u0161tovej resp. telekomunika\u010dnej slu\u017eby neovplyv\u0148uje ve\u013ekos\u0165 v\u00fdstupu in\u00e9ho v\u00fdrobku \u010di slu\u017eby, ke\u010f sa cena odchy\u013euje od MN. Znamen\u00e1 to, \u017ee je nulov\u00e1 resp. zanedbate\u013en\u00e1 \u010dist\u00e1 kr\u00ed\u017eov\u00e1 elasticita dopytu medzi ktorouko\u013evek po\u0161tovou resp. telekomunika\u010dnou slu\u017ebou a in\u00fdm v\u00fdrobkom<\/li>\n<li>zmenen\u00e9 po\u0161tov\u00e9 resp. telekomunika\u010dn\u00e9 tarify nep\u00f4sobia na objem z\u00e1sielok (objem prev\u00e1dzky), resp. nevyvol\u00e1vaj\u00fa in\u00e9 externality<\/li>\n<li>oper\u00e1tor ovlceny \u00e1da cenami cel\u00fd trh dopytu po svojich slu\u017eb\u00e1ch<\/li>\n<\/ol>\n<p>Pravidlo IER sa vz\u0165ahuje na slu\u017eby, ktor\u00fdch dopyt je nez\u00e1visl\u00fd a kde MN ako ur\u010duj\u00face cenotvorbu by viedli k strate, preto\u017ee MN s\u00fa ni\u017e\u0161ie ako priemern\u00e9 n\u00e1klady. Aby sa predi\u0161lo strate, ve\u013ekos\u0165 odch\u00fdlky ceny od MN mus\u00ed by\u0165 inverzne proporcion\u00e1lna elasticite dopytu. Slu\u017eby, pri ktor\u00fdch je dopyt vysoko elastick\u00fd, maj\u00fa Ramseyho optim\u00e1lne ceny bl\u00edzko \u00farovne MN, slu\u017eby, ktor\u00e9 maj\u00fa neelastick\u00fd dopyt, maj\u00fa optim\u00e1lnu cenu stanoven\u00fa nad MN.<br \/>\n\u00da\u010delom tohto pravidla je smerova\u0165 podnik v oblasti cien na MN. Tak\u00e9to ceny s\u00fa \u010dasto ozna\u010dovan\u00e9 ako \u201edruh\u00e9 najlep\u0161ie\u201c, hoci nie s\u00fa optim\u00e1lne, prispievaj\u00fa zna\u010dne k efekt\u00edvnosti.<\/p>\n<h3>Gradientov\u00e1 met\u00f3da<\/h3>\n<p>Vyu\u017e\u00edva sa pri riaden\u00ed zmien cien vzh\u013eadom na v\u00fdchodiskov\u00fa \u00farove\u0148, pri\u010dom zisk z poskytnutia slu\u017eby zost\u00e1va rovnak\u00fd, ale rastie spolo\u010densk\u00e1 u\u017eito\u010dnos\u0165 slu\u017eby v regi\u00f3ne. Ve\u013ekos\u0165 zmeny u\u017eito\u010dnosti F je indik\u00e1torom pre zmeny pr\u00edjmov v d\u00f4sledku uskuto\u010dnen\u00fdch cenov\u00fdch \u00faprav.<\/p>\n<h3>Cenotvorba na z\u00e1klade maximaliz\u00e1cie zisku<\/h3>\n<p>Strategick\u00e1 cenotvorba vy\u017eaduje ve\u013emi ve\u013emi pozorn\u00fa anal\u00fdzu trhov\u00e9ho dopytu (jeho elasticitu) a n\u00e1kladov na poskytovanie ur\u010ditej slu\u017eby. Zistenie cenovej elasticity je prv\u00fdm krokom pri stanoven\u00ed optim\u00e1lnej ceny. Mus\u00ed v\u0161ak by\u0165 spojen\u00e9 s poznan\u00edm n\u00e1kladovej str\u00e1nky zabezpe\u010denia a poskytnutia slu\u017eby. Optim\u00e1lny cenotvorn\u00fd model potom vych\u00e1dza z maximaliz\u00e1cie rozdielu medzi celkov\u00fdmi pr\u00edjmami a celkov\u00fdmi n\u00e1kladmi. Naopak optim\u00e1lna cena je t\u00e1, pri ktorej cena men\u0161ia ako optim\u00e1lna zvy\u0161uje zvy\u0161uje pr\u00edjmy pomal\u0161ie, ako s nimi spojen\u00e9 n\u00e1klady. Cena vy\u0161\u0161ia ako optim\u00e1lna redukuje pr\u00edjmy r\u00fdchlej\u0161ie ako n\u00e1klady.<br \/>\nMedzn\u00e9 pr\u00edjmy, MR, ur\u010d\u00edme ako podiel pr\u00edrastku celkov\u00fdch pr\u00edjmov dTR a pr\u00edrastku produkcie dQ.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Cenov\u00fd syst\u00e9m Cenov\u00fd syst\u00e9m predstavuje syst\u00e9m ekonomickej organiz\u00e1cie, v ktorom ka\u017ed\u00fd subjekt (FO, PO) prij\u00edma rozhodnutie , \u010d\u00edm prispeje k hospod\u00e1rstvu, pri\u010dom vie, \u017ee m\u00f4\u017ee &hellip; <\/p>\n","protected":false},"author":13,"featured_media":25282,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[23,551],"tags":[],"class_list":["post-11184","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-financie","category-podnikam"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Tarify a ceny, cenov\u00e1 diskrimin\u00e1cia a modely tvorby cien<\/title>\n<meta name=\"description\" content=\"Cenov\u00fd syst\u00e9m, z\u00e1sady tvorby tar\u00edf a cien. 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