李泽湘,成都诚信人才网,龙游四海侯龙涛txt
Price competition can easily lead to the strong reaction of competitors and the follow-up of a large number of competitors. In this way, price war can easily turn into long-term "loss-making competition", leading to the loss of the whole industry. In 1999, the price war of color TV led to the loss of the whole industry. To overcome the negative impact of price competition, it is necessary to develop marketing strategies. Through the combination of various marketing strategies and price competition strategies, the scale can be rapidly expanded and the entry barriers can be formed, and the achievements can be made in a short time and the achievements can be consolidated. Therefore, market share can be expanded through price competition, cost can be reduced through "learning curve" effect and scale effect based on market share, and market competition barriers can be built at low cost to consolidate the achievements made by low price competition. Such as galanz every price is substantially reduced, after several slashed prices, making the price of a microwave oven from the original high-end goods price fall to ordinary consumers can accept the low price, and obvious achievements have been made with each big price cuts, and use the share of the market support to expand production scale and lower unit costs of production. In the end, the entry barrier is built with extremely low unit cost, and the small producers are eliminated, forming an effective strategy combination: sharply reduce the price -- rapidly expand the market scale -- produce a larger scale -- form the entry barrier with lower cost, and eliminate the competitors with small production scale. The life cycle stage of the product has a significant impact on the effect of price competition. If the product is in the mature stage, it is difficult to expand the market scale greatly and the profit space is small. At the same time, the service, quality and characteristics of the existing brand products have been basically perfected. In the price competition, the enterprise can only play the price card and narrow the profit space, and it is difficult to form differentiation in other aspects. In contrast, a price war during the growth stage of a product can make the market bigger and not pose the most direct threat to other enterprises, especially the dominant enterprises in the market. Meanwhile, the product profit margin during the growth stage is large. Therefore, the price war will not evolve into an industry-wide loss, but get consumers' attention together through the price war, which can achieve multi-win on the basis of expanding the market. For example, the price war of "changhong" in 1996 had a remarkable effect, and the color TV industry expanded the sales volume and made the market bigger through the fierce price war. However, after 1999, ordinary color TV has entered a mature period in China's large and medium city markets, and the subsequent price war is difficult to achieve the ideal effect, resulting in the result of "both losing and hurting". Another example is "wave guide" mobile phone in 1999 after the production license license entered the market. At that time, mobile phones were obviously in the growth stage in rural areas, towns and small cities. As far as the whole country is concerned, mobile phone penetration rate is still low and there is still a lot of room for growth. Waveguide is a focus on small and medium-sized cities such as "low" market to carry out the strategy of "low road brand", on the basis of the scale of production and cost control, the price on the demand of the mobile phone market competition, and avoid the "nokia", "MOTOROLA", etc in the high-end market of confrontation, eventually developing rapidly become a domestic handset "eldest brother". Therefore, enterprises should combine the price competition strategy with the life cycle of products and seize the opportunity of rapid market growth to enhance the role of price competition. Economic structure has remarkable Chinese characteristics in our country, one of the major characteristics is obvious urban-rural dual structure system, the difference of the economic foundation there are huge differences between the two markets between urban and rural areas, the level of consumption, media publicity channels, sales channels, consumer preferences, price elasticity and sensitivity of different, even in a big city and there are a lot of difference between medium and small cities. Industry internal competition is rooted in its basic economic structure, so the structural characteristics of this market in China for a lot of the price competition has a great influence of the industry, require companies to develop the characteristics of the current marketing environment of the marketing strategy, marketing strategy to guide the price competition, in the most favorable target market, make full use of enterprise resources, play the power of price competition, can achieve good effect. The increasingly fierce price competition stems from a variety of objective reasons, to a certain extent, it is difficult to avoid. Price can come down to the competition of comprehensive strength, so will the use of price strategies into marketing strategy system to consider, in the use of various marketing strategies to systematically and pricing strategy is tie-in, under the guidance of marketing strategy using price competition strategy, can play a strong role of price competition, make up for the inadequacy of price competition means. |
