How to choose the appropriate marketing strategy to get rid of the traditional price competition strategy

Enterprises want to be invincible in the current increasingly fierce competition in the market, one of the important factors, is to make a scientific choice of its marketing strategy. Marketing strategy is generally divided into three kinds: one is no difference marketing; two is difference marketing; three is centralized marketing. Enterprises have to choose the best of the above three marketing strategies and use, and use just right, so that it received the expected results, usually should consider the following factors: 1 enterprise resource capacity. When the enterprise's limited resource capacity can not occupy a wide range of markets, the only more practical choice is to adopt a centralized marketing strategy, that is, for the needs of a specific group of consumers, specialized production, the power to focus on one or a small number of target markets, in order to achieve a larger market share in the small market. This is because it is better to have a higher market share in a part of the market rather than equalizing the efforts to get a small market share in a broad market. In this way, it is possible to make the enterprise in a target market in a competitive advantage position, not only can save marketing costs, increase profits, but also can improve its enterprise and products in the target market visibility, reputation, and enhance the consumer's sense of dependence on the enterprise and its products. If necessary, you can also step on this basis to the breadth and depth of the market development. Such as the production of the Division Keeler brand washing machine Shanghai Division Keeler washing machine factory, taking into account their late start, production technology conditions are backward, the enterprise resource capacity is limited, the use of centralized marketing strategy, first of all, its products into the remote areas of Inner Mongolia, and then to consolidate the North, into the Central Plains, for the Southwest as the main goal, and then gradually to the country's expansion of the other provinces and regions, but not to enter the Beijing, Tianjin, Shanghai market. As it chose the best marketing strategy that best suits the enterprise's resource capacity, and played its relative advantage (because the Sikile washing machine cylinder is aluminum gall bladder, which is more popular than the plastic gall bladder in the north), therefore, after several years of efforts, the Sikile washing machine is famous, and its products are spreading all over the country very soon. However, when adopting this strategy, we should pay attention to whether our position in the market is quite solid, and whether we have a good understanding of the needs and characteristics of the target customers in the target market, and whether we have the certainty of winning, so as not to take a greater risk.2 The homogeneity of the product. That is, the extent to which buyers feel similar to the product characteristics. If the enterprise market is homogeneous or similar products, such as gasoline, salt, sugar, etc., it is appropriate to use the non-differentiated marketing strategy, that is, the entire market as a potential marketing object, the entire market only put a product, only the use of a marketing strategy in order to mass production of a single variety of products, a large number of marketing to cater to the needs of the majority of the market, and to win the profits from it. Because the buyers into the market, the degree of feeling similar to the characteristics of its products, the purchase of its products are not picky, they are concerned about being able to buy the goods, whether the price is cheap; attention to the main features that reflect the value of the use of the product, and do not care about the product's minor differences and secondary features. This strategy is generally only applicable to products with small differences, high adaptability, wide demand and small and medium-sized enterprises producing a single product.3 Market homogeneity. That is, the degree of similarity of consumer needs, preferences, consumption habits, purchasing behavior and various characteristics in each market segment. If the market homogeneity is high, the number of purchases in each market is the same or similar, and the response to marketing stimuli is more or less the same, then it is better to adopt a non-differentiated marketing strategy.4 The stage at which the product is in its life cycle. The so-called product life cycle refers to the entire process of a product from its introduction to the market until its withdrawal from the market. It is generally divided into five stages: introduction, growth, maturity, saturation and decline. There is a difference between the marketing strategies of these 5 stages. When the enterprise launched a new product in the introduction period, because the enterprise's promotional focus on the development of the basic needs of customers, advertising and publicity should be aimed at consumers know nothing about the product, the situation, create a big momentum, favoring the introduction of the basic performance of its products, uses, features, etc., in order to gradually eliminate the unfamiliarity of consumers of the product, and constantly deepen the good impression of consumers on the product, it is appropriate to use the non-differentiated Marketing strategy, or fully committed to a target market, the use of centralized marketing strategy. When the product enters the growth period, the focus of advertising should be shifted to induce consumer interest in the product and preference to stimulate consumer desire to buy, and then into the purchase of action. When the product reaches maturity, given that the product has enjoyed a certain reputation among consumers, coupled with a number of similar products on the market to compete, therefore, in order to make consumers do not hate the old, there is still a sense of nostalgia for the product, the enterprise should be in the advertisement and publicity to highlight the independence of the product, that is, compared with similar products have different advantages, the use of differential marketing strategy, so that consumers through the comparison, the product still have trust. The use of differential marketing strategy, so that consumers, through comparison, the product still have a sense of trust, in order to stimulate their desire to buy, so that its life cycle can be extended. This strategy is usually used in large and medium-sized enterprises with multi-species production and operation and in highly competitive markets. Its disadvantage is that, because it highlights the difference of the product, i.e., differential advantage, and emphasizes the satisfaction of different needs of different customers, the enterprise faces a large and small target market, and therefore, the cost of production and operation is higher.5 Competitor's marketing strategy. When competitors are trying to use differentiated marketing strategy and the enterprise to fight, the enterprise if still no differentiated marketing strategy to fight with it, it is bound to lose. On the other hand, when a competitor adopts a non-differentiated marketing strategy, if certain other factors are in its favor, it can use a differentiated marketing strategy to compete with it in order to obtain better results.6 Number of competitors. If there are very few competitors in the market or the product launched by the company is not selling well, it may not be unnecessary to adopt a more costly differential marketing strategy. On the contrary, when there are many competitors of similar products in the market, the enterprise in order to highlight the differences between its products and similar products, to strengthen the buyer's impression of the product, so that different groups of consumers are able to love at first sight of the enterprise's products, in order to expand its market coverage, naturally, to differentiate between the marketing as the best policy. In short, enterprises in the choice of target marketing strategy, must be based on the subjective and objective conditions for overall consideration, carefully weigh the pros and cons, to make a wise choice. On the marketing of non-price competition strategy with the evolution of the market, the degree of competition between enterprises is becoming increasingly fierce, a price war quietly swept the country, the intensity of which is also increasing. But the growth and maturity of the market, the price war has been difficult to play the power of the past, but also led to the right and wrong discourse of many opinions, the image of the enterprise has an adverse impact. All these force enterprises to re-conceptualize the price war, re-conceptualize the competition, in order to take a more positive and meaningful competition strategy. Under the conditions of market economy, market competition can be categorized into price competition and non-price competition in two ways. Price competition refers to a way of competition in which enterprises use price means to compete with competitors for market share by raising, maintaining or lowering prices and reacting flexibly to competitors' pricing or price changes. For a long time, price competition has been highly valued by commodity producers and operators. Even when it comes to competition, it will think of cutting prices. Under certain conditions, price competition is necessary. However, the price as the only factor in determining the success or failure of the transaction will inevitably lead to the proliferation of price competition. In fact, relying solely on price competition, there are many drawbacks: 1, price competition is competition for easy to imitate a way, it is easy to invite competitors to retaliate in kind, so that both sides lose, and ultimately can not improve the economic efficiency; 2, to cut prices as a means of attracting customers in the meantime, but once the return to normal prices, sales will also be greatly reduced; 3, the pricing is too low, and often forces the Product or service quality decline, so as to lose buyers, damage to the corporate image; 4, price competition tends to make strong financial strength of large enterprises can continue to survive, while the lack of funds, competitive ability of small enterprises will suffer more unfavorable. Therefore, in the modern market economy, non-price competition has gradually become the mainstream of marketing. From the marketing environment, the development of economic and technological aspects, but also for non-price competition to create favorable conditions. The development of the economy, the improvement of the level of consumption, so that the attention of the buyer does not just stay in the price of goods, is no longer the lower the price of goods the more best-selling, but the more to meet the needs of a particular market, the better to sell. The development of science and technology, so that enterprises and consumers can be more effective from the commodity itself structure, including quality, function, trademark, packaging, service, etc. to distinguish between competing products. The so-called non-price competition, refers to the enterprise use of marketing means other than price, so that the enterprise products and competing products, and make the difference between the advantages, in order to promote the sales of products in a competitive manner. Non-price competition strategy are: 1, differentiated competition strategy and disorderly price competition on the contrary, differentiated competition tolerate the existence of rivals, through the provision of competing products and competitive products in the shape, color, performance and other aspects of the product with different characteristics, to fight for consumers to buy the difference, in order to expand the sales of the enterprise's products. Differentiated competition strategy is not out of nothing, it is built on the basis of scientific market segmentation, and market segmentation is built on the differences in customer demand. The implementation of differentiation strategy requires enterprises to have more skillful marketing skills and enough strength to influence and regulate market demand. At the same time, the enterprise should start from the characteristics of the industry, selected for the customer special attention to a few features, to play, so that the enterprise is in a new and surprising position, so as to establish differentiation, the formation of the enterprise unique and innovative image, in order to obtain high profits and create business benefits. The implementation of differentiated competitive strategy should pay attention to the following points: first, confuse quality with distinctiveness, thinking that good quality is distinctiveness; second, the implementation of differentiation on the cost-driven; third, excessive pursuit of differences and ignore the entire value chain. These can cause major mistakes in the enterprise. 2, the so-called strategic alliance, refers to two or more companies in order to achieve certain *** with the same strategic objectives and formed a kind of network-style alliance, alliance members to play their own competitive advantages, mutual cooperation, *** share the risk, in the completion of the *** with the same strategic objectives, this alliance is generally dissolved, and thereafter, in order to the new strategic objectives, the The company may again form a new alliance with new partners. Strategic alliance reflects a new concept of competition adapted to changes in the market environment, which treats competitors with a cooperative attitude. By establishing a relationship of trust between the two sides, to achieve complementary advantages, with the help of each other to strengthen their respective competitiveness, competition on the basis of cooperation, so as to continuously improve the level of competition, and promote the progress of socio-economic and technological.3. Emotional Marketing StrategyWith the improvement of people's living standards, high-tech, high-value, high-grade continues to increase the differentiation of the product, personalized features are becoming more and more obvious. Consumer awareness of the product not only includes quality, price and other rational level of understanding, and more and more emphasis on cultural knowledge, personality, taste, etc. as the main content of the emotional factors, the consumer's emotional consumption continues to increase. 3, emotional marketing strategy modern marketing should be adapted to the consumer from the quantitative stage of demand, qualitative stage of demand to the emotional stage of the demand for the transformation of the design, packaging, trademarks, advertising, public relations, service, environment and other aspects of emotional design, the traditional business activities into a new emotional marketing field. For entrepreneurs and operators, there should be a targeted launch of products or change the sales approach, provide value-added services, so that the product emanates a different atmosphere, emotions and fun, so as to achieve the purpose of promoting the product. 4, commercial science and technology competition strategy commercial science and technology is characterized by high knowledge content of the service process. It is through the commodity knowledge to the customer, so that the customer to produce identity, so as to realize the knowledge to create a market. Enterprises through the popularization of science activities to achieve knowledge to create markets, is a process carried out in the business management activities throughout the process. In this process, enterprises can take various forms to improve the knowledge content of marketing activities and establish structural hierarchical relationships with customers. The formation of commercial science and technology should be from the commercial science and technology environment, commercial science and technology services, commercial business science and technology, business management science and technology, social welfare science and technology to improve the scientific and technological quality of consumers. The use of commercial science popularization strategy will certainly bring great economic and cultural value.