First of all, we must clarify a concept, not only in the custody industry, but also in other consumer goods industries. Consumers often cannot accurately judge the value of goods, and rely more on relative prices to judge whether they should buy goods or services. For example, when we visit the supermarket and face the same kind of goods on the supermarket shopping shelves, we mostly rely on price comparison to determine whether the price meets our expectations.
The charging standards for hosting classes are the same. Dr. Zhu's custody class takes the middle and high-end custody route, so we will refer to the pricing of ordinary small tables around the school when pricing, and increase a certain proportion on this basis, so that parents can intuitively understand the high-quality custody positioning of Dr. Zhu's brand and have certain psychological expectations for the service quality of the custody class, which can save communication costs.
Anchor point strategy
I wish the doctor trusteeship class will undoubtedly become the best trusteeship class around the school, and the price is bound to be the highest, so the pricing ceiling becomes a problem, because there is no comparison and no anchor point for the ceiling. For example, if we pick up a suitcase, can we accurately tell the weight of the suitcase? It's hard. But if there are two suitcases, it is easy for us to judge which one is heavier. This is the anchoring effect. 1974, tversky and kahneman published a classic paper "judgment under uncertainty: heuristic and deviation" in the journal science, telling such a truth. Their theory holds that the initial value (anchor point) plays the role of psychological benchmark or starting point when estimating the unknown quantity.
When we apply it to how to increase the fees of the custody class, we can create an anchor point with high fees, such as setting a higher monthly fee, but charging by semester, which corresponds to our initial expected positioning. On the one hand, it gives parents an anchor point to determine the approximate range of service value, on the other hand, through such comparison, it improves parents' acceptance of paying by semester.
Emphasize the lost loss
Kahneman put forward the prospect theory in Prospect Theory: Decision Analysis under Conditions. One of the important points is that people hate losing. Losing money does more harm to people than getting the same money. This theory can also be extended to services and other fields, and people usually can't stand the loss.
So, how can we make use of this in publicity? When writing propaganda, it is necessary to deliberately emphasize the loss that parents will cause if they don't understand Dr. Zhu. In many cases, the effect of distributing leaflets and gifts is very poor, because people often don't care much about small gains, but if we add the part that emphasizes losses when promoting, it will have a very good attraction effect. People tend to pay more attention to losses than gains.
The formulation of semester price is also based on this strategy. Compared with the monthly payment, there is a certain discount. If parents can't grasp it, it is a part of the loss for parents. Obviously, most people cannot accept such a loss.
Determine the benefits that children can get in nursing classes.
Another important research achievement of prospect theory is deterministic utility. After research by Kahneman and others, there is a subjective cognitive gap between certainty (100%) and very high probability (99%), and people usually try their best to pursue certainty of 100%.
Trusteeship classes provide care and education services for primary school students. The biggest feature of children's growth process is that they can't come back. Parents are very strict about what they can't come back. The quality of education and trusteeship services provided by Dr. Zhu have absolute advantages over the surrounding small dining tables. EQ behavior education and STEAM global course are the most important advantages that distinguish Dr. Zhu from traditional education. This kind of certainty is not available to children at other small dining tables, which is why we are confident that parents will definitely choose Dr. Zhu's trusteeship class.