市场减速条件下装载机产品的营销变革

The Marketing Reform for Loaders under the Situation of Market Slowdown

事实表明,2000年以后的装载机市场高速增长带来的一个负面结果就是行业平均利润率持续下滑,这与波及全行业的价格战有很大关系。目前,装载机已经是典型的微利产品,企业一方面要释放不断增长的产能、提高市场占有率,另一方面又要化解市场需求增长速度下降带来的阻力,获得确保企业发展后劲的利润。在这种情况下,到底是要价格还是要利润,成为很多企业争论的焦点。实际上。

Facts show that a negative result from the high-speed increase of the loader market after 2000 is the continuous decline of the average industrial profit margin, which is related with the price battle spreading to the whole industry. At present, loader has become a typical little-profit product. On one hand, enterprises have to release its own producing capacities to conquer more market; on the other hand, they also have to resolve the resistances produced by the drop of increasing speed of market requires to assure the profits obtained by the companies. Under such condition, price and profits have become the arguing focus of many companies. In fact, this is a strategic choice for quantity marketing and quality marketing.