五粮液市场定价战略探索

Investigation on the market pricing strategy of Wuliangye liquor

企业要在激烈的市场竞争中求得生存和发展,就必须大力推销其产品,使产品价值通过一定的价格在市场上得以实现。价格是市场营销活动中最重要的营销变数。企业定价战略是否适当,往往决定产品能否为市场所接受,直接影响产品在市场上的竟争地位与所占份额,直接关系到企业的兴衰成败。从多方面对五粮液集团在市场中的定价战略作了一定的探索和研究,提出了相关策略。

In order to survive and develop in the fierce market competition,enterprises must vigorously promote their products whose values will be recognized through a certain price in the market.Price is the most important variable in the marketing activity.Whether the pricing strategy is appropriate or not,often determines the acceptance of the product by the market,which directly affects the product＇s competition status and share in the market,as well as the success or failure of an enterprise.In this paper,the pricing strategy of Wuliangye Group in the market was investigated and proposed from various aspects.