. In the telecom industry, where the "homogenization phenomenon" of products is becoming more and more serious, XX Mobile Branch is also facing great challenges. In order to increase market share, competitors cut prices to varying degrees at the expense of profits. Obviously, this kind of capital investment is a kind of harm to the enterprise itself and also harms the interests of the whole industry.
Based on a deep understanding of competitiveness,
Taking XX Branch of China Mobile as an example, through analyzing the actual situation, this paper puts forward some feasible suggestions on how to improve the market share. This article is written according to the idea of finding, analyzing and solving problems. * * * is divided into three parts: the first part defines the concept of "market share" and expounds the significance and limitations of enterprises to improve market share; The second part analyzes the problems existing in the marketing process of XX Mobile Branch. The third part puts forward two strategies for enterprises to increase market share, namely, the strategy of crowding out opponents' share and the strategy of increasing overall share, and demonstrates these two strategies in detail.
This paper emphasizes that enterprises should have appropriate profit support while increasing market share, because having a short market share does not mean having a stable market position. If an enterprise gains a high market share at the expense of its own profits, but lacks strong strength, the final result is often counterproductive. Enterprises should remember that to improve the market share of products, we must find another way, not just limited to price wars.
Key words:
Market competition, market share, improvement and strategy introduction: With the rapid development of market economy, the competition among enterprises is becoming increasingly fierce. Enterprises exist because of the market. Henderson, a famous strategist, pointed out: "An outstanding person in any business field is a manufacturer that steadily expands its market share. Failure in this respect is the failure of competition. "
There are many factors that affect the increase of product market share, such as quality, price, advertising, brand and so on. Different products have different factors that affect the promotion of market share, so they adopt different strategies. Therefore, in order to make the paper concrete, this paper will be specific to the communication industry.
After ten years of development, XX Mobile Branch has achieved good results. Mobile phone is a kind of communication equipment with high social penetration rate. At the same time, there is not only one mobile network operator in China, but also telecommunications, China Unicom and Netcom. With the advent of 3G era, the competition is becoming increasingly fierce, and competitors may seize the market with a little relaxation. At present, the market competition strategy of communication industry is too single, except price war and promotion war. It's hard to see other strategies. Although these two strategies are effective for enterprises to improve the market share of products, they are not conducive to the long-term development of enterprises and the consolidation of market position in the long run. This paper puts forward a solution to the above problems, which is of practical value to enterprises.
One,
What is market share?
1, meaning of market share
Market share refers to the proportion of sales of products produced by an enterprise in its market or sales of similar products in a certain period of time.
Market share = (actual brand sales/actual industry sales) * 100%
2, the significance of improving market share
Market share is an important index to measure the operating conditions and competitiveness of enterprises. The high market share of enterprises can enable enterprises to accumulate rich information and production and marketing experience, and at the same time enable enterprises to reach more customers, thus obtaining more market information, improving and transmitting intangible assets such as corporate credit, corporate culture and corporate image to customers, and enhancing brand awareness and influence. In this regard, the improvement of market share is of strategic significance to the enhancement of enterprise competitiveness.
3. Influencing factors of market share
The market share of enterprises is influenced by many factors, including the following factors: product quality, price, supply, sales service, promotion methods, competition strategy, brand awareness and so on. In order to increase market share, it is necessary for enterprises to analyze the influencing factors of market share. Through analysis, enterprises can find out the problems existing in their products, and then find out the solutions to the problems, so as to achieve the purpose of improving market share.
If an enterprise's market share suddenly drops, we can find the reasons from these four aspects: first, the enterprise loses some customers, resulting in low customer penetration; Second, existing customers are using the goods of many enterprises, which leads to low customer loyalty; Third, the price competitiveness of enterprises is weakened, which leads to the decrease of price selectivity; Fourth, auxiliary products are not in place, and the promotion rate of channel outlets is not high. The above four phenomena show that the quality of market share is not good, and further measures need to be taken to prevent the decline of market share.
In short, enterprises should carefully analyze every factor affecting market share and formulate corresponding countermeasures to increase market share and enhance market competitiveness.
How to increase market share, improve high-quality or marketable products, accurately locate the target market, carry out product promotion planning according to the target market, at the same time, carry out more publicity, properly promote sales, and provide good pre-sales and after-sales services are all methods to increase market share.
How does ebay increase its market share? Ebay's market share in the US domestic market is ok, but it lags far behind Taobao in China market. Personally, if ebay wants to increase its market share in China, it should start with localization. The existing fee-based business model is not suitable for the China market. Perhaps we should first implement a period of free and expand the platform. In addition, you can take advantage of its internationalization!
How to maintain and improve market share 1: Do a good job in market research, understand customer needs and keep following up.
2. Continuously upgrade * * * products and improve product quality according to customer demand.
3. According to market research, stay ahead of the market, provide better and higher-level similar products, and surpass competitors.
4. Reduce the cost, improve the quality or maintain the existing quality, and attack the market share of competitors with high-quality and cheap products.
5. Do a good job in after-sales service and follow-up, provide more intimate follow-up service for customers, improve customer satisfaction, and thus enhance customer loyalty to the brand.
How does network marketing increase market share? When it comes to market share, it should be physical sales. Give priority to the impact of regionalization and don't rely too much on Baidu. If a single peer competes, all your profits will become advertising fees.
Ways to increase market share and improve corporate visibility
Promotional delivery below market price, etc.
Increasing market share does not mean profit.
It's just an increase in market share, and it's very dangerous without a lot of money.
How to improve the market share of communication must meet two major factors: 1, market awareness; 2. Word-of-mouth evaluation in products of the same grade
Enhance market awareness: it can be achieved through media advertising, POP advertising, store POP communication and DM direct investment.
Word-of-mouth evaluation of products of the same grade: first of all, the quality of your products does pass; Then there is the convenience of after-sales maintenance and other services; Finally, whether after-sales care is in place;
Of course, directly lowering the price is also the fastest way to occupy the market rate, but it is not good for long-term interests.
I recommend a case to you: Tianyu mobile phone.
Development status of wire and cable How to improve the definition and classification of market share of wire and cable
Wires and cables are basic products used to transmit electric (magnetic) energy, transmit information, realize electromagnetic energy conversion and form automatic control circuits. There is no strict difference between wires and cables, and wires and cables in a broad sense can also be called cables. Usually, products with simple structure, small outer diameter and no outer sheath are called wires, and products with complex structure, strong outer sheath sealing and large outer diameter are called cables. The main structure of wire is "conductor+insulation", and the main structure of cable is "conductor+insulation+sheath". The conductor is generally made of copper, aluminum or its alloy, and the insulation and sheath are generally made of rubber, polyethylene, polyvinyl chloride and other materials.
Wires and cables are widely used and varied. There are more than 2,000 kinds of wires and cables with hundreds of thousands of specifications, which is one of the largest product categories in the electrical industry.
Analysis of sales revenue and market scale of wire and cable industry in China
According to the Analysis Report on Market Demand Forecast and Investment Strategic Planning of Wire and Cable Industry issued by Prospective Industry Research Institute, the sales revenue of China wire and cable industry is 2011458.96 million yuan, and the industry scale reaches10711490,000 yuan. By 20 16, the sales revenue of China wire and cable industry will reach 126037 billion yuan, and the industry scale will reach 1 154742 billion yuan. In 20 17, the sales revenue of China wire and cable industry reached13413.44 million yuan, and the industry scale reached12,274.35 million yuan, an increase of 6.30% compared with the same period in 20 16.
Industry competition pattern
As a whole, the products of China enterprises are mainly concentrated in the low-end market, and the market competition is becoming increasingly fierce. At the same time, the concentration of wire and cable industry in China is extremely low, mainly small and medium-sized enterprises.
More than 95%. The top ten enterprises in China only account for 7% to 10% of the domestic market share, far below 70% in the United States.
At present, there are many enterprises in wire and cable industry in China, and the market concentration of low-end wire and cable products is low and the competition is fierce. Some small and medium-sized enterprises have weak technical strength, insufficient independent innovation ability, oversupply of products and serious homogenization, which leads to uneven product quality and difficult to establish brand reputation.
The high-end product market, represented by high-end wiring components for household appliances and special wires and cables for special equipment and machinery, has introduced the concepts of safety, environmental protection and energy saving, and has the characteristics of high technology content, strong customer pertinence and high qualification threshold. The number of competitive enterprises is small, products are in short supply, some special products still rely on foreign imports, and the competition mode has gradually changed from price competition to brand competition.
In recent years, influenced by China's rapid economic development and strong market demand, the world's top wire and cable companies, including Yida Lipsman, Nexen, and Sumitomo, have set up joint ventures and wholly-owned enterprises in China, and have chosen high-tech and high value-added products in the investment field.
With the entry of foreign capital into China's wire and cable industry, the dilemma of domestic high-end products in short supply has been alleviated to some extent;
At the same time, under the guidance of the national industrial policy, a number of enterprises with certain R&D capabilities and brand awareness have emerged in the domestic wire and cable industry through industrial integration and technological innovation, and actively explore overseas markets.
China wire and cable export situation
According to the statistics of Prospective Industry Research Institute, in the first quarter of 20 18, China exported 530,000 tons of wires and cables, up 3.9% year-on-year. From 20 13 to 20 17, the export volume of China wire and cable has been increasing continuously in recent five years, with an average compound annual growth rate of 5.44%.
In terms of export volume, from June 2065438 to March 2008, the amount of wire and cable exported by China reached US$ 4.693 billion, a year-on-year increase of 4.4%. From 20 13 to 20 17, China's wire and cable exports basically maintained a steady growth trend, with a five-year compound annual growth rate of 1.56%.
Forecast and analysis of sales revenue of wire and cable industry
In 20 16, the sales revenue of China wire and cable industry reached10.26 trillion yuan, and in 20 17, it reached10.34 trillion yuan. It is estimated that by 20 18, the sales revenue of China's wire and cable industry will reach 1.4 1 trillion yuan, and the compound annual growth rate in the next five years (20 18-2022) will be about 5.09%. In 2022, the sales revenue of China's wire and cable industry will reach 1.72 trillion yuan.
Large international enterprises occupy the high-end market.
At present, the first echelon of wire and cable products in China is almost monopolized by foreign giants and their joint ventures in China. International cable giants such as Nexen, Presman, Sumitomo and Furukawa have occupied the high-voltage and ultra-high-voltage cable market for a long time with their advanced production technology and equipment and strong R&D strength.
Smart grid construction will provide a broad market demand for cable industry.
The guiding ideology and overall goal of the 13th Five-Year Plan of China Power Grid are: guided by the national energy strategy, aiming at meeting the demand for electricity for sustainable economic and social development, vigorously promoting the strategy of "one expert and four majors" and the strategy of replacing electricity with electricity, and accelerating the construction of a smart grid with UHV power grid as the backbone and coordinated development of power grids at all levels. By 2020, there will be four synchronous power grids in southwest, northwest, northeast, "three middle schools" and "three middle schools". The major changes in the scale of power grid construction and development mode will bring huge market demand and innovation space for the cable industry.
(2) The development of the electromechanical industry will have a huge demand for assembly lines.
The automobile industry will become a new economic growth point in China, bringing rapid development to automobile wires and enameled wires. Industrial development will increase the consumption of motors, and winding is expected to develop steadily at a low speed. It should be noted that the transformation of motor insulation grade from B to F will accelerate the upgrading of enameled wires. In addition, the improvement of rural living standards and urban construction will promote the further popularization and development of household appliances, and provide a market for the further development of electromagnetic wires and other cable products.
(3) The market demand for high-voltage and ultra-high-voltage power cables is strong.
Under the economic development concept of energy saving and environmental protection, high-voltage and ultra-high-voltage transmission mode characterized by "high energy efficiency and low loss" has become the inevitable direction of power industry development. High-voltage and ultra-high-voltage power cables are more and more used in long-distance and long-span transmission lines because of their many advantages such as "large capacity, high reliability and maintenance-free". It is an inevitable trend that high voltage and ultra-high voltage power cables gradually replace medium and low voltage power cables. At present, the demand for large-scale power transmission and transformation in the national economy is increasing day by day, and the optimization of high-voltage transmission lines such as 1 10kV and 220kV is gradually pushed to the power grid construction and transformation. The construction of high voltage, ultra-high voltage and ultra-high voltage transmission lines will bring huge market demand for aluminum alloy conductor products and high voltage power cables. During the "Thirteenth Five-Year Plan" period, the total investment in distribution network construction in China is expected to reach/kloc-0.7 trillion yuan, with an average annual investment of 340 billion yuan. It is planned that by 2020, the line length of high-voltage distribution network will reach 1.0 1.000 km, and the line length of medium-voltage distribution network will reach 4.04 million km. At the same time, the "Thirteenth Five-Year Plan" also formulated the rural power grid transformation and upgrading plan, with a total investment of more than 700 billion yuan, which shows that the demand for power cables in China is strong during the "Thirteenth Five-Year Plan" period.
(D) The national "Belt and Road" strategy has brought great opportunities for the cable industry to "go global"
The "One Belt, One Road" national strategy has brought rare opportunities to the wire and cable industry. Domestically, the Belt and Road Initiative covers 65,438+06 provinces. At present, various provinces and cities are actively responding and launching some key projects one after another. 60 "Silk Road Projects" were launched in Xi alone. Internationally, the six corridors are more spectacular, with the construction of high-speed rail alone reaching 8 1 000 km. However, the continuous acceleration of power export and railway transportation will promote the rapid development of regional economy along the line, and the demand for power construction in relevant countries will continue to grow. All these will have a far-reaching impact and great development opportunities for the wire and cable industry to "go global".
How to improve the market share of mobile rural areas, reduce tariffs and improve service quality.
How can enterprises increase their market share? Don't know the outline and graduation thesis, write it yourself!