价格策略在皮革制品企业市场营销中的作用

Function of price strategy in the marketing of leather products enterprises

合理的价格策略关系到皮革制品企业发展长期性、全局性,从皮革自身特征出发,分析并提出最为合理的价格策略以及其在市场营销中的作用。在新市场初期,应用低价销售、增加销量,后期逐步提高产量降低成本的渗透定价策略,改善新产品成本高、销量低的问题;进入营销成熟期后,针对价格弹性大的产品,应用撇脂定价策略,使其营销量逐步增加;在整个皮革制品企业市场营销中,着重研究消费者从众心理,以捆绑式定价策略带动滞销商品产销量,增加企业利润;面向网络营销市场,以个性化定价及群体定价方式,并根据价格策略风险的规避制度,在发生风险前,降低风险产生概率,在发生风险后,控制损失范围,以此发挥价格策略在皮革制品企业市场营销中的最大作用。

Reasonable price strategy is related to the long-term and overall development of leather products enterprises. Based on the characteristics of leather, the most reasonable price strategy and its role in marketing were analyzed. In the early stage of the new market, we should use the penetration pricing strategy of selling at a low price and increasing sales volume, and gradually increasing production and reducing cost in the later stage to improve the problem of high cost and low sales volume of new products. After entering the mature period of marketing, the pricing strategy of skimming fat is applied to the products with high price elasticity, so as to gradually increase the marketing volume. In the whole marketing of leather products enterprises, it is necessary to focus on the study of consumers’ conformity psychology, and use the bundling pricing strategy to drive the production and sales of unsalable goods and increase the profits of enterprises. Facing the network marketing market, we should take the way of personalized pricing and group pricing, and according to the risk aversion system of price strategy, reduce the risk probability before the occurrence of risk, and control the loss range after the occurrence of risk, so as to play the biggest role of price strategy in the marketing of leather products enterprises.