market strategy

Teaching purposes and requirements: Marketing is the link between enterprises and consumers. With the continuous progress of science and technology and the modernization of social production, the key to enterprise management lies in sales and market. The success or failure of enterprise management depends on its market development and marketing ability. Learning this chapter is mainly to establish a correct marketing concept, master how to choose the target market and formulate a scientific marketing strategy.

Section 1 Marketing Function

First, modern marketing concepts

With the rapid development of social economy, especially science and technology, the change of consumer demand is accelerated, and the market competition is further intensified. Enterprises begin to make long-term marketing plans, explore enterprise resources from the perspective of meeting consumer demand, and plan the whole business activities of enterprises. Enterprises design, produce or provide products and services that consumers are satisfied with, and achieve their goals by meeting the needs of consumers to the greatest extent. Modern marketing concepts should include the following three aspects:

1. Take consumers as the center and meet the needs of consumers as the survival condition of enterprises. When formulating the tasks, objectives, policies and strategies of enterprises, we must take the needs of consumers as the premise, meet the needs of society by meeting the needs of consumers, and realize the goals of enterprises themselves.

2. Make full use of and tap all the resources of the enterprise, give full play to the advantages of the enterprise, and realize the goals of the enterprise in the dynamic balance of internal and external conditions of the enterprise. To this end, we must have a set of effective market management strategies, tactics and means.

3. We should take long-term interests as the criterion, not only consider the actual interests of enterprises, but also pay attention to the long-term interests of enterprises, consumers and social development by meeting the potential needs of consumers.

Second, the basic function of marketing

The basic functions of marketing can be summarized as the following four aspects:

1. Understand user needs.

2. Guide the production of enterprises.

3. Develop the sales market.

4. Meet the needs of users.

Third, the marketing system

The marketing function is realized through the marketing system of the enterprise. The marketing system of an enterprise generally consists of market research and market forecast system, information feedback system, marketing strategy system, product function system, advertising system, pricing system, product distribution and promotion system, service system, storage and transportation system, planning, control and analysis system.

Section 2 Market Segmentation Strategy

First, market segmentation

Market segmentation refers to dividing the market into several consumer groups according to the different characteristics of consumers, and each consumer group with similar demand characteristics is a market segment. Market segmentation is not based on the market classification of products, but on the differences of consumers' buying behavior, which generally divides consumers into many similar buying groups. Market segmentation is an important means for enterprises to select and determine the target market on the basis of studying the marketing environment and consumer buying behavior.

(A) the significance of market segmentation

1. is beneficial for enterprises to discover new market opportunities and form new target markets. Market opportunity refers to the objective unsatisfied or unsatisfied consumer demand in the market. No enterprise can meet all the needs of all consumers, so market opportunities always exist. Implementing market segmentation and studying the satisfaction degree of existing products to the needs of various market segments will help enterprises find conditions that are difficult to find in the overall market research, meet the needs of consumers, and thus form new ones.

2. It is conducive to timely feedback of information and adjustment of marketing strategies. After market segmentation, consumers are relatively concentrated, so it is easier for enterprises to understand consumers' opinions and demands, and information feedback is accelerated. Enterprises can adjust their marketing strategies in time according to the changes of consumers' needs, and improve their adaptability.

It is beneficial for enterprises to improve economic benefits. The role of market segmentation in improving its economic benefits is mainly manifested in two aspects:

On the basis of market segmentation, enterprises can concentrate manpower, financial resources and material resources, concentrate superior forces to fight annihilation and achieve ideal economic benefits.

After market segmentation, enterprises can face their own market segments and produce marketable products, which can not only meet the needs of consumers, but also speed up the turnover of goods, effectively use the resources of enterprises and give full play to their specialties, improve product quality, thus reducing the production and sales costs of enterprises and improving their economic benefits.

(B) the requirements of market segmentation

In order to make the market conform to the actual situation and provide scientific basis for selecting the target market, there are the following requirements for market segmentation:

1. Think of market segmentation as a process, that is, the process of market segmentation aggregation. Enterprises first divide the whole market into several small market segments according to the division standard, and then aggregate some small market segments into larger market segments, reducing the number of market segments to make them have a certain scale, so as to adapt to the supply and marketing situation of goods and reduce the marketing expenses of enterprises.

2. The difference of market segmentation must be clear, that is, the criteria of segmentation must be available exactly, but the basis of difficulty is not available. Each market segment should have its own buying group, with the same characteristics and similar buying behavior.

3. Each market segment must have appropriate development potential. Whether a market segment is large enough to achieve the marketing objectives of an enterprise depends on the number of people and purchasing power of this market segment. Of course, the potential demand of each market segment has yet to be explored and developed by enterprises.

4. Market segmentation must remain relatively stable in a certain period of time, that is, it has certain stability. Only in this way can it become the basis for enterprises to formulate long-term marketing strategies. If the change is too fast, it will suddenly appear and disappear, which will bring great risks to enterprises to formulate marketing plans accordingly.

Second, formulate the target market strategy.

The purpose of market segmentation is to select the target market. On the basis of market segmentation, enterprises should choose those market segments that can make full use of their own resources, give full play to their own advantages, and better meet the needs of consumers and achieve good results as their target markets.

There are generally three strategies for enterprises to explore the target market:

(A) Indifferent market strategy

1. Meaning: Indifferent market strategy means that enterprises regard the whole market as a big target market and think that all consumers in the market have the same demand for their products, and there is no big difference, so enterprises only put a single product on the market and promote it to the market by adopting the most extensive sales channels and advertisements.

2. Applicability: This strategy is suitable for enterprises that operate in batches or produce in large quantities.

3. Advantages: Enterprises can organize specialization, mass production, mass transportation and sales, so that the production cost and sales expenses of products are greatly reduced and better economic benefits are achieved.

4. Disadvantages: It is risky to meet the needs of the whole market with a single variety. In the case of fierce market competition and changing demand, enterprises may get into trouble.

(B) Differentiated market strategy

1. Meaning: Differentiated market strategy means that enterprises choose several market scenarios on the basis of market segmentation, and meet the needs of different market scenarios with different products according to different promotion methods.

2. Applicability: most products with different quality and performance and almost all durable consumer goods.

3. Advantages: Enterprises can better meet the needs of different consumers, which is conducive to expanding sales, maintaining the stability of operations and enhancing the competitiveness of enterprises. Therefore, in the increasingly fierce competition, in order to maintain the market share of enterprises, more and more enterprises have adopted this strategy.

4. Disadvantages: Due to the variety of products and small batch, the sales expenses of production costs increase accordingly, and are also restricted by enterprise resource conditions.

(C) Centralized market strategy

1. Meaning: Centralized market strategy means that enterprises concentrate their products on a certain market scene and implement specialized production and sales. The purpose of adopting this strategy is to seek enterprises to obtain higher market share in smaller market segments.

2. Application: SMEs with poor resource capacity.

3. Advantages: It can enable enterprises to concentrate on using limited resources, reduce production and sales costs, foster strengths and avoid weaknesses, and occupy a favorable position in the smaller market segment competition.

4. Disadvantages: high operational risk. Due to the narrow market and poor adaptability, once the demand changes or strong competitors appear, product sales will drop sharply and enterprises will fall into an extremely difficult situation.

Third, the product market portfolio strategy.

When choosing the target market, enterprises should also consider what specifications, performance and quality products to use to meet the needs of the target market, or seek further development in the market. According to the differences between products and markets, we can draw four different products-market portfolio strategy:

1. Market penetration strategy. This is a strategy to try to retain the original users in the original market with the original products and win new users at the same time. The premise of implementation is that enterprises and products have a good reputation in the existing market and have certain sales potential. The specific way can be to increase the purchase of old users by expanding sales services, or to strengthen sales promotion to win new users to expand market share.

2. Market development strategy. This is a strategy to open up new sales markets for the original products. When the original product has a high market share and no sales potential, it is necessary to find a new target market or new use for the old product.

3. Product development strategy. This is a strategy to meet the continuous development needs of the original target market with new products or upgraded products to consolidate its position in the original market. Product development strategy can be divided into two ways: product substitution strategy, that is, updating old products to better meet the needs of original users; The product diversification strategy is to add new varieties to the product series to meet the needs of the original users and win new users.

4. Diversification strategy. Diversification strategy is a strategy to meet the needs of different markets with different products and realize the all-round development of product market. This strategy is generally adopted when an enterprise adds a new service direction on the basis of retaining the original service direction. The advantages of diversification strategy are:

It can improve the operating stability of enterprises, and enterprises will not be seriously affected when the demand in a certain market drops sharply.

It can enhance the adaptability of enterprises, and after the slow-moving products are reduced, resources can be turned to the production of best-selling products.

(3) It is conducive to improving profitability and can use the same technology to produce and comprehensively utilize resources.

(4) It is beneficial to improve the reputation and competitiveness of enterprises. When an enterprise puts a variety of products into the same market and occupies a broad market, it will affect the customer's psychology and establish an image of strong enterprise and excellent product quality.

The third quarter marketing mix strategy

First, the concept and content of marketing mix strategy

Marketing mix strategy, also known as marketing mix, refers to the strategic combination that enterprises use various marketing strategies and means to sell products in the selected target market and obtain the best economic benefits.

There are many combinations of marketing factors, the most widely used is the so-called "4P" classification, which divides marketing means or marketing factors into four categories: product, price, sales channel and promotion.

Second, the characteristics of marketing mix strategy

1. Controllability of marketing mix factors. Marketing mix factors are factors that enterprises can actively control, and enterprises have room for choice. Enterprises can decide their own product mix, set pricing targets, choose sales channels and take certain promotion measures according to the characteristics of the target market through market research.

2. Dynamic marketing mix. When making marketing mix strategy, as long as one factor changes, it will affect other factors and form a new combination.

3. Complexity of marketing mix strategy. Controllable "4P" combination is the overall marketing strategy of an enterprise, and the factors contained in each P also have a combination problem.

4. Unification of marketing mix strategy. All kinds of marketing means will have an impact on customers' buying behavior, so the overall optimal marketing means must be adopted to ensure the effectiveness of marketing activities.

Third, the principles of formulating marketing mix strategy

1. The price and promotion method are subject to the products and distribution channels.

2. The strategies of all elements in the marketing mix must be formulated at the same time on the basis of comprehensive analysis.

3. The strategic boundary of marketing mix is whether sales or profits will increase.

4. The formulation of marketing mix strategy should have countermeasures to avoid blind competition:

(1) Try to avoid direct competition with well-known brand-name products.

(2) Try to adopt non-price competition strategy.

(3) Countermeasures should be conducive to strengthening the position of products in the market.

The fourth quarter price strategy

The price level directly determines the profit level of enterprises, and also directly affects the purchase behavior of consumers.

First, the main factors affecting the price

1. Product cost. Product cost is the basic point of pricing. If the product price is lower than the product cost, the enterprise will lose more than it gains. Generally speaking, the price of a product should be higher than its cost.

2. Market price level. Market price level is an important basis for product pricing. When an enterprise's products have characteristics or high-quality brand-name products, the enterprise can set a price higher than the market price. When selling inferior or obsolete goods, the product pricing should be lower than the market price.

3. Supply and demand of products. When the market demand for products is greater than the supply, the price will rise; On the contrary, there is a downward trend.

4. The situation of competitors, the level of enterprise pricing is the result of comprehensive comparison with competitors' products, services and prices. When competitors are in a weak position, enterprises can set higher prices and obtain high profits.

5. National macroeconomic policies. Under the condition of market economy, the state does not directly intervene in commodity prices. It mainly affects the formation and change of prices through macroeconomic policies and economic levers such as taxation and credit.

Second, the price strategy

According to the product and market situation, flexible use of various pricing methods and strategies can attract customers, stimulate purchases, expand product sales and achieve marketing goals.

(A) new product pricing strategy

When a new product of an enterprise goes on the market and its competitors fail to keep up with the same product, the enterprise has two price strategies to choose from;

1. Fast access policy.

Meaning of (1). Fast food strategy, also known as "skimming strategy". This is a high-priced strategy, which sets the price higher when new products are put into the market and makes use of the monopoly position in a certain period to obtain higher profits in time.

(2) Applicability. Meet the needs of users, the demand is large, the demand elasticity is small, and new products are difficult to copy.

(3) advantages. (1) The profit per unit product is large, and the investment can be recovered in a short time. When competitors catch up, the enterprise gains rich profits; (2) It can make customers have a good impression on the quality, establish the product image, and be more conducive to attracting the attention of new customers; If the market cannot be expanded, enterprises can also adopt the strategy of reducing prices to expand the market.

(4) shortcomings. If it is put into the market at a high price, there may be an unfavorable situation that word-of-mouth has not yet been established and sales growth is slow; If it sells well, the high profits brought by high prices will induce a large number of competitors to enter the market, leading to a sharp drop in prices until it is unprofitable.

2. Gradual strategy.

(1) meaning. Gradual strategy, also known as "penetration strategy", refers to a strategy of putting new products on the market at low prices.

(2) Applicability. There are similar substitutes in the market, and customers are more sensitive to price or new products that are easy to copy.

(3) Advantages: ① It can quickly attract a large number of customers and open the product market in a short time; (2) the temptation to competitors is small, which can reduce competition and enable enterprises to obtain and maintain a high market share; (3) can make the enterprise stable operation and obtain long-term profits.

(4) shortcomings. The investment in new product development is generally relatively large, and it takes a long time to recover. If the market situation changes during this period (for example, competitive enterprises put new products with better performance into the market), enterprises will be unprofitable.

(B) discount price strategy

1. Meaning. Discount price strategy refers to an informal or time concession strategy.

2. advantages. Can attract customers to increase their purchases or become long-term customers of enterprises; In a certain period of time, it can increase sales and accelerate the capital turnover of enterprises; More flexible than price reduction.

3. Form. Business discount, quantity discount, cash discount and seasonal discount.

(C) differential pricing strategy

Make different prices according to certain demand differences, including market segment price difference, style price difference and sales place price difference.

(D) Psychological price strategy

Psychological price strategy is the general name of various price strategies implemented in consideration of consumers' purchasing psychology, which is mainly suitable for retail enterprises.

1. Zero price.

2. Integer price.

3. Reputation price.

4. "Special price" price.

5. Bid price.

Section 5 Promotion Strategies

Sales promotion refers to persuading and helping customers to buy a commodity or service through personnel or non-personnel methods, or making customers feel good about the seller's ideas. Promotion can be divided into two categories: personnel promotion and non-personnel promotion. Non-personnel promotion can be divided into advertising, public relations and business promotion.

First, advertising strategy.

(A) the concept and function of advertising

Advertising refers to transmitting the information of enterprise products or services to the target market through mass media, so as to enhance consumers' understanding and trust and expand product sales. Advertising plays an increasingly important role in communicating market information, expanding circulation, guiding consumption and promoting production.

The role of advertising can be summarized in five aspects:

Length transmission information

2. Stimulate demand and purchase.

3. Establish an image and explore the market.

4. Introduce knowledge and guide consumption.

5. Promote competition, eliminate backwardness and reduce repeated production.

(2) Types of advertisements

According to the purpose and content of advertising, advertising can be divided into commodity advertising and enterprise advertising; According to different media, advertisements can be divided into audio-visual advertisements, print advertisements and physical advertising.

There are three kinds of commercial advertisements: pioneering advertisements, persuasive advertisements and reminding advertisements.

2. Enterprise advertising is to provide enterprise information, focusing on name, brand, trademark, address, history, etc. So as to enhance the image of enterprises in the industry, society and consumers, and establish a good reputation. Such advertisements are generally aimed at long-term marketing goals.

3. Audio-visual advertisements refer to advertisements with movies, television and radio as the media. They are characterized by large spread area and rapid and timely information transmission.

4. Print advertisements refer to advertisements published by newspapers, magazines, product catalogues, billboards and other media.

(l) Advantages: long working hours, text and photos, larger information capacity, clearer explanation, and long-term preservation, circulation and search of newspapers, magazines and product catalogues.

(2) shortcomings. Poor infectivity, easy to be ignored.

5. physical advertising refers to the advertisement that displays the product entity through the media such as window, trade fair and exposition.

(3) Advertising design requirements

Advertising design must meet the following requirements:

1. Authenticity. Advertising must be true, and it is not allowed to exaggerate, deceive or attack others.

2. Be targeted. We must choose the design scheme according to the customer's psychological characteristics and consumption preferences, and highlight the advertising theme.

3. Creativity. It must be unique and attractive in content or form.

4. simple. It must be concise and output as much information as possible in a limited layout and time.

5. artistic. Enjoy knowledge and beauty in content, and strive for artistry and appeal in form.

6. legitimacy. Advertising must abide by the national advertising management laws and other relevant laws and regulations in content, items and forms.

(D) the choice of advertising media

When choosing advertising media, we should comprehensively consider the following five factors:

1. Product type and characteristics. Different products should choose different advertising media.

2. The target consumers' habit of contacting the media. When choosing media, we should adapt to the habits of the product sales target.

3. Product sales scope. Media reports should be consistent with the product sales scope.

4. The purpose and content of the advertisement. Because of the different purposes or contents of advertisements, different media can be selected for the same product.

5. The cost of media. Consider the relationship between cost and effect.

Second, the characteristics of talent marketing

1. There is great flexibility in maintaining direct contact with customers in personnel promotion.

2. Salespeople can study potential customers in advance, and the promotion success rate is high.

3. Salesman's activities can often lead to timely purchase behavior.

Besides promotion, salespeople can also serve the market, collect information and conduct market research.

5. Salespeople can make buyers and sellers develop from simple buying and selling relationship to establishing deep personal friendship, mutual trust and developing long-term cooperation.

Third, public relations.

When engaging in "public relations" activities, we should comprehensively and flexibly use various "public relations" means from the enterprise's own conditions, product characteristics and "public relations" objectives. Specifically, it can be applied to the following aspects:

1. Publicize the position of the enterprise in the national economy and its contribution to society, publicize the application of new technologies in this enterprise, and publicize the fruitful achievements made by modern management science in this enterprise.

2. Introduce the characteristics of the product and the benefits it brings to users in use, introduce product knowledge and arouse users' interest in the product.

3. Close relations with news reporting departments, and publicize the principles, policies, products and service levels of enterprises through them.

4. Organize or send people to participate in academic exchange activities related to products.

5. Participate in social activities organized by social organizations, support social welfare activities and sponsorship activities in the name of enterprises, or hold cultural and sports activities in the name of enterprises.

6. Keep close contact with middlemen, exchange intelligence information, and timely spread product improvement and innovation to users through middlemen. "'

7. Purposefully collect and learn the experience of similar enterprises, and insist on mutual cooperation and support.

8. The opinions and requirements of the society and users should be dealt with in time, as far as possible, and the dissatisfaction of customers should be eliminated.

9. Strengthen contacts with universities, scientific research institutions and academic groups, and strive for technical guidance and transfer of achievements, so as to benefit from them.

10. Write books about enterprises and products, publish relevant academic papers, and carry out reasonable gift-giving activities aimed at promoting sales.

Fourth, commercial promotion.

Commercial promotion refers to various promotional measures taken by enterprises to stimulate customers' strong reaction and promote short-term purchase behavior. The main feature of business promotion is to provide customers with special purchase opportunities or preferential conditions, which can quickly attract customers' attention, stimulate purchase behavior and expand sales in a short time.

Section 6 Sales Channel Strategy

First, sales channels and middlemen

Middlemen play a very important role in commodity sales.

1. Middlemen are the bridge between producers and consumers.

2. Middlemen can make production enterprises reduce transaction volume, improve sales efficiency, save sales expenses and expand the radius of sales expenses.

Second, the sales channel structure

1. Structure of sales channels for consumer goods. The distribution channel structure of consumer goods generally has four forms:

(l) direct sales channels. Production enterprises sell products directly to consumers.

(2) Through the retailers' sales channels.

(3) Through the wholesaler-retailer sales channel.

(4) Through the sales channels of agents, wholesalers and retailers.

2. Industrial product sales channel structure. Generally, there are four forms of industrial product sales channel structure:

(1) direct sales channels.

(2) Through the distributor's sales channels.

(3) Through the sales channels of agents.

(4) Through the sales channels of agents and distributors.