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Price War Is Playing Heartbeat.

2008/4/24 17:28:00 27

Price War Is Playing Heartbeat.

Price war is an effective weapon for enterprises to quickly attack their opponents, rapidly increase market sales and occupy the market.

But once the price war falls into a vicious circle that falls a little bit today and a little lower tomorrow, then the price war will lose its meaning, but the loss of profits will not hurt the competing products.

Then how do we fight the price war?

Price war, to play is heartbeat.

So how can companies use price wars to effectively attack their opponents?

    目的明确,一剑封喉。企业必须明确为什么要打价格战,必要时可提升到战略高度。而一旦打起来,就要直逼成本下限,一步到位。迫使对手不敢跟进,在对手的犹豫和慌乱中让对手自乱阵营。

    选择好打价格战的产品。选择打价格战的产品是要符合企业打价格战的目的。就是选择什么产品用来打价格战,什么产品不能参与价格战。一般来讲企业用来打价格战的产品要选择那些要进行淘汰、对企业自身来讲意义不大的产品,而尽量不要用自己的核心产品来打价格战。因为一旦企业用核心产品打价格战,价格到底将来涨不上来就会使企业陷入非常危险的境地。

    选择好打价格战的区域。选择好打价格战的区域,就是要企业明确价格战是在全国范围内展开,还是在一定区域内展开。一般来讲如果企业没有能力发动全国性的价格战的话,最好选择在一定的区域,在一定的区域内展开。这样做是因为:一、现在市场的区域化越来越强,不同区域所要求主销的产品有所不同,企业用一些产品对全国市场发动进攻,难以起到全面打击的目的,反而使自己积重难返。二、自己的市场区域和竞品的市场区域布局有所不同,对于自己的强势区域市场而竞品很薄弱的区域,是没有必要采用价格战的手段来压制竞品的。企业可以把价格战放在市场竞争激烈、竞品的强势根据地市场、自己的新区域市场、自己难以进入的区域市场、自己遭到竞品猛烈进攻市场非常危机的区域市场。而且针对不同的区域选择不同的产品(产品要适合区域的消费习惯)来实施价格战。

    以战养战,避免自杀式或同归于尽式的价格战。企业发动价格战目的是为了拓展市场、打击竞品,而不是为了自杀和同归于尽。这就需要企业在开展价格战时,要采取以战养战的策略。一方面尽量不要用核心利润产品来开展价格战,另一方面要选择区域有针对性的展开。当年长虹发动价格战用彩电的全线产品在全国市场展开,不仅给整个行业带来灾难,而且使自己的经营陷入困境。这个教训值得那些准备采用价格战来打击对手的企业借鉴。

When price war products are overwhelming, the following products must be kept at the same time, so as to avoid being trapped in the abyss of price war.

In front of the author, it is clear that since the company wants to wage a price war, it must seal the throat, rather than lower it today, and lower it tomorrow.

To reduce the price to the cost line, force other enterprises to dare not follow up.

This means that the enterprises that launch price wars are also losing money.

Therefore, enterprises can only use the product of price war as a tool, but not as a leading product of long-term market sales.

Just as the troops sent the air force and special forces to occupy a battlefield, they had to send ground troops to strengthen and stabilize the battlefield.

The products used in the price war are like the air force and special forces of the enterprises. After bombing and forcibly occupying, they will send the ground troops of the enterprises - enterprises ready to sell products in the market in the future to enter the market quickly, so that they can occupy the market steadily and steadily for a long time.

As we all know, the cost of air force and special forces trained by the army is very large. They can quickly occupy the battlefield by their early stage, but it is very risky for them to continue to stay in these battlefields to stabilize the battlefield. First, they are limited in number and can not do too much detailed and meticulous work. Two, if they let the enemy capture or annihilate, the cost of the troops will be too heavy.

In the same way, enterprises will quickly introduce other products after they have taken advantage of the products used in the price war to avoid enterprises falling too deep in these areas and unanimously rely on price war products to stabilize the market. Enterprises will lose the meaning and purpose of launching price war.

    确定价格战的阶段。既然企业处于一定目的去打价格战,但是目的达到后,就要适时结束。意味的持续下去(因为是亏损)同样会令企业不堪重负。这就需要企业在发动价格战时,在目的的指引下确定价格战的时间开始和截止的日期。

    价格战结束时,替代产品要及时跟进。企业除了在价格战中持续推广其他产品外,价格战结束时,企业要确保替代产品的及时推出,以淡化价格战产品继续往前走,使企业蒙受更大的
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