Marketing is the most challenging link in enterprise management, and the main factors affecting marketing strategies are:
1 characteristics of consumers;
2. The characteristics of the product;
3. The situation of the enterprise itself;
4 market environment factors. What ultimately affects marketing strategy is marketing cost and marketing benefit.
In the business plan, the marketing strategy should include the following contents:
1 market organization and marketing channel selection;
2 marketing team and management;
3. Promotion plan and advertising strategy;
4 price decision. For start-ups, it is difficult to enter the stable sales channels of other enterprises because of the low visibility of products and enterprises. Therefore, enterprises have to temporarily adopt high-cost and low-benefit marketing strategies, such as door-to-door sales, commodity advertising, giving profits to wholesalers and retailers, or giving them to any enterprise willing to distribute. For developing enterprises, on the one hand, they can use the original sales channels, on the other hand, they can also develop new sales channels to adapt to the development of enterprises.
Specific methods of price strategy
Infiltration of new entrants
Newcomers can rely on the freshness and luxury of products, better quality and differentiation to penetrate the market at a medium price and gain market share. Because the leisure industry is highly price-sensitive, we can attack competitors at the same level in the market if we want to enter a high-quality and medium-priced advanced market. This is a common strategy for new products to enter the market in the early stage in order to gain a higher market share. But there are also reverse operations, using high-priced differentiation strategies to succeed.
Combined product
With the intensification of competition, manufacturers can use product mix to expand demand, which is also an effective price strategy. By expanding the large demand for suites, they can reduce costs and strive for performance through price concessions. You can also use horizontal alliances to launch package tours, such as including air tickets or sending tickets to theme parks, so that consumers feel that they are worth the money.
Differential price strategy
Take different prices for different target markets, different customer groups and different time periods, that is, divide different markets and use different prices to get more sales, such as group prices, airline specials, or special discounts on weekends and food price increases on Sundays.
Price pricing decision
Here are three easy-to-use pricing models.
Hermann simon model
Hermann simon of hermann simon put forward a dynamic model of price elasticity related to brand life cycle in 1979.
Simon's research results are of great significance for enterprises to formulate optimal pricing policies according to the changes of price elasticity.
Rao-Xia Kun model
In 1972, Ambar G.Rao and Melvin F.Shakun of Xia Kun put forward the price model of new brands entering the market. The model not only considers the market structure, but also considers the enterprise brand goal and competitor goal in the process of realizing the price strategy.
Dolan-Zhu Lan model
In 198 1, Dolan Robert J.Dolan and Juland Abel P.Jeuland put forward an optimal price model considering the dynamics of cost and diffusion process. They studied the optimal price under static demand and dynamic demand respectively. Dolan-Zhu Lan model reflects the time trajectory of the optimal price in the planned period, which has important enlightenment for innovative enterprises to flexibly choose infiltration strategy and liposuction strategy in the fierce competition. That is, when the demand curve is in a stable state with the passage of time and the production cost decreases with the increase of accumulated value, it is the best choice to adopt the skimming strategy, that is, the high price first and then the low price; Under the demand of durable goods characterized by diffusion process, it is the best choice to adopt penetration strategy, that is, to enter the market at low price and low cost.