{"id":869,"date":"2025-09-12T11:27:02","date_gmt":"2025-09-12T09:27:02","guid":{"rendered":"https:\/\/businessmagazin.cz\/?p=869"},"modified":"2025-09-12T11:27:02","modified_gmt":"2025-09-12T09:27:02","slug":"jak-spravne-nastavit-ceny-v-e-commerce-aby-ti-rostl-zisk-a-ne-jen-obrat","status":"publish","type":"post","link":"https:\/\/businessmagazin.cz\/jak-spravne-nastavit-ceny-v-e-commerce-aby-ti-rostl-zisk-a-ne-jen-obrat\/","title":{"rendered":"Jak spr\u00e1vn\u011b nastavit ceny v e-commerce, aby ti rostl zisk a ne jen obrat"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Cena je jeden z nejd\u016fle\u017eit\u011bj\u0161\u00edch faktor\u016f \u00fasp\u011bchu e-shopu. Spr\u00e1vn\u011b nastaven\u00e1 cena ti zajist\u00ed nejen konkurenceschopnost, ale hlavn\u011b&nbsp;<strong>ziskovost a dlouhodobou udr\u017eitelnost<\/strong>&nbsp;byznysu. \u0160patn\u00e9 ceny mohou znamenat, \u017ee sice prod\u00e1\u0161 hodn\u011b, ale na konci dne bude\u0161 m\u00edt pr\u00e1zdnou pokladnu.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h3 class=\"wp-block-heading\">Pro\u010d nesta\u010d\u00ed nastavovat ceny jen podle konkurence?<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Cena mus\u00ed pokr\u00fdt\u00a0<strong>v\u0161echny n\u00e1klady<\/strong>\u00a0\u2013 nejen n\u00e1kup zbo\u017e\u00ed, ale i dopravu, marketing, skladov\u00e1n\u00ed, pracovn\u00ed s\u00edlu a dan\u011b<\/li>\n\n\n\n<li>Mus\u00ed\u0161 zohlednit, jakou hodnotu produkt p\u0159in\u00e1\u0161\u00ed z\u00e1kazn\u00edkovi<\/li>\n\n\n\n<li>N\u011bkdy je lep\u0161\u00ed m\u00edt m\u00e9n\u011b objedn\u00e1vek s vy\u0161\u0161\u00ed mar\u017e\u00ed ne\u017e velk\u00fd obrat s minim\u00e1ln\u00edm ziskem<\/li>\n<\/ul>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h3 class=\"wp-block-heading\">Z\u00e1kladn\u00ed metody cenotvorby<\/h3>\n\n\n\n<h4 class=\"wp-block-heading\">1. N\u00e1kladov\u00e1 metoda<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Cena = n\u00e1klady + po\u017eadovan\u00e1 mar\u017ee<br><strong>V\u00fdhoda:<\/strong>&nbsp;jednoduch\u00e1, zaji\u0161\u0165uje zisk<br><strong>Nev\u00fdhoda:<\/strong>&nbsp;nezohled\u0148uje tr\u017en\u00ed popt\u00e1vku ani konkurenci<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">2. Konkurenceschopn\u00e1 metoda<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Cena nastavena podle konkuren\u010dn\u00edch e-shop\u016f<br><strong>V\u00fdhoda:<\/strong>&nbsp;jednoduch\u00e9 srovn\u00e1n\u00ed<br><strong>Nev\u00fdhoda:<\/strong>&nbsp;m\u016f\u017ee\u0161 cenu podhodnotit nebo p\u0159est\u0159elit<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">3. Hodnotov\u00e1 metoda<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Cena podle hodnoty, kterou produkt p\u0159in\u00e1\u0161\u00ed z\u00e1kazn\u00edkovi<br><strong>V\u00fdhoda:<\/strong>&nbsp;vy\u0161\u0161\u00ed mar\u017ee, lep\u0161\u00ed pozice na trhu<br><strong>Nev\u00fdhoda:<\/strong>&nbsp;vy\u017eaduje hlub\u0161\u00ed znalost z\u00e1kazn\u00edka<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h3 class=\"wp-block-heading\">Jak\u00e9 chyby p\u0159i cenotvorb\u011b nej\u010dast\u011bji d\u011blaj\u00ed e-shopy?<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Nezapo\u010d\u00edtaj\u00ed v\u0161echny n\u00e1klady<\/li>\n\n\n\n<li>Nastav\u00ed ceny p\u0159\u00edli\u0161 n\u00edzko kv\u016fli konkurenci<\/li>\n\n\n\n<li>Nesleduj\u00ed dopady slev a akc\u00ed na ziskovost<\/li>\n\n\n\n<li>Ceny jsou p\u0159\u00edli\u0161 slo\u017eit\u00e9 a matouc\u00ed pro z\u00e1kazn\u00edka<\/li>\n<\/ul>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h3 class=\"wp-block-heading\">Praktick\u00e9 tipy, jak cenu nastavit spr\u00e1vn\u011b<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>V\u017edy za\u010dni n\u00e1klady:<\/strong>\u00a0se\u010dti v\u0161echny n\u00e1klady, nejen n\u00e1kup zbo\u017e\u00ed<\/li>\n\n\n\n<li><strong>Zva\u017e r\u016fzn\u00e9 cenov\u00e9 hladiny<\/strong>\u00a0a testuj, jak z\u00e1kazn\u00edci reaguj\u00ed<\/li>\n\n\n\n<li><strong>Vyu\u017e\u00edvej psychologie cen<\/strong>\u00a0(nap\u0159. ceny kon\u010d\u00edc\u00ed na 99 K\u010d)<\/li>\n\n\n\n<li><strong>Sleduj mar\u017ei a ziskovost jednotliv\u00fdch produkt\u016f<\/strong><\/li>\n\n\n\n<li><strong>Nastav jasn\u00e1 pravidla pro slevy a akce<\/strong>\u00a0\u2013 v\u017edy s c\u00edlem zachovat zisk<\/li>\n<\/ul>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h3 class=\"wp-block-heading\">Shrnut\u00ed<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Cena je v\u00edc ne\u017e \u010d\u00edslo. Je to n\u00e1stroj, kter\u00fd ovliv\u0148uje vn\u00edm\u00e1n\u00ed zna\u010dky, ziskovost i konkurenceschopnost. Nau\u010d se ji spr\u00e1vn\u011b nastavovat, testovat a upravovat. D\u00edky tomu tv\u016fj e-shop poroste nejen v obratu, ale hlavn\u011b ve zisku.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Cena je jeden z nejd\u016fle\u017eit\u011bj\u0161\u00edch faktor\u016f \u00fasp\u011bchu e-shopu. Spr\u00e1vn\u011b nastaven\u00e1 cena ti zajist\u00ed nejen konkurenceschopnost, ale hlavn\u011b&nbsp;ziskovost a dlouhodobou udr\u017eitelnost&nbsp;byznysu. \u0160patn\u00e9 ceny mohou znamenat, \u017ee sice prod\u00e1\u0161 hodn\u011b, ale na&hellip;<\/p>\n","protected":false},"author":2,"featured_media":870,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","footnotes":""},"categories":[2],"tags":[],"class_list":["post-869","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-finance"],"_links":{"self":[{"href":"https:\/\/businessmagazin.cz\/wp-json\/wp\/v2\/posts\/869","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/businessmagazin.cz\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/businessmagazin.cz\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/businessmagazin.cz\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/businessmagazin.cz\/wp-json\/wp\/v2\/comments?post=869"}],"version-history":[{"count":0,"href":"https:\/\/businessmagazin.cz\/wp-json\/wp\/v2\/posts\/869\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/businessmagazin.cz\/wp-json\/wp\/v2\/media\/870"}],"wp:attachment":[{"href":"https:\/\/businessmagazin.cz\/wp-json\/wp\/v2\/media?parent=869"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/businessmagazin.cz\/wp-json\/wp\/v2\/categories?post=869"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/businessmagazin.cz\/wp-json\/wp\/v2\/tags?post=869"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}