I've been in marketing management for 25 years.
I have found that as long as it is a company of a certain size, it will pay attention to the market share of its own products. Of course, small and micro enterprises are concerned about survival and order acquisition, and generally do not pay too much attention to the market share.
For enterprises with a certain scale, the market share is high, and the status in the industry is high, and the development of the enterprise will be smoother.
Market share refers to the proportion of sales of a company's products or services in the market of similar products. The market share directly reflects the competitive position of an enterprise in the market and is an important indicator to measure the operating conditions and market share of the enterprise.
The size of the market share not only affects the brand awareness and industry status of the enterprise, but also affects the profitability and long-term development potential of the enterprise.
Different industries, different periods, the degree of competition for market share is different. However, in today's era of overall surplus of goods, almost every industry is relatively rolled, so the competition for market share is of course more intense.
Having a higher market share means that the company has more market and customer resources, so that it is easier for the company to achieve economies of scale, reduce costs and improve profitability through scale. The market share is high, and the company's voice in the first chain will naturally increase, which is of course conducive to the company's better response to market fluctuations and risks. You can add the author Wei Xin: 18950463188, send everyone for free**, the package is satisfied.
What factors affect a company's market share? Mainly these five:
The first factor is, of course, the quality of the product。The product is not good, and consumers and users have the most right to speak. High-quality products, of course, can win the trust and reputation of consumers and users, and then increase sales and market share. What is the difference between users and consumers here? The user corresponds to the user of the industrial product. And the vast majority of these users are enterprises.
The second factor is the ** strategy。Different enterprises have different pursuits, some companies only make high-end products, some companies only make low-end products, and some companies do high, medium and low-end products. So different companies, the best strategy is different. A reasonable pricing strategy can gain the corresponding market share.
The third factor is marketing。No matter how good the product is, if the marketing and promotion are not effective, it will still not sell; Of course, the quality of the product and ** work at the same time. With strong marketing and good strategy, then the company can attract more potential customers and thus increase market share.
The fourth factor is channel construction。For every enterprise, channels need to be built, whether it is offline channels or online channels, whether it is tangible channels or intangible channels. When the channel is perfected, the products can be delivered to consumers quickly and accurately, which is convenient to quickly reach the consumer groups faced by the enterprise, improve sales efficiency, and help increase market share.
The fifth factor is the service factor。If the service is good, consumers will be more recognized. Services typically include pre-sale, in-sale, and after-sale. High-quality service can enhance customer satisfaction, improve customer stickiness, thereby increasing repeat purchases and word-of-mouth communication, and is conducive to increasing the market share of enterprises.
The first is the optimization of product strategy.
If the company's products are of high quality and quality assurance, it is of course conducive to the increase of market share. So the first job is to find ways to improve the quality of products. For example, the original product quality rate was 95%, but now it is 99%, so the increase in market share will of course bring benefits.
The improvement of product quality is generally obtained through technology research and development, design improvement, raw material control, and operation control. This is a system project, and it cannot be achieved by optimization at one point.
Product strategy also includes product differentiation. For example, the differentiation of specifications and models, the differentiation of functions, the differentiation of different user groups, and so on. If enterprises can develop unique products according to market demand and consumer preferences, and form a differentiated competitive advantage of products, they can attract more target customers.
Product strategy also includes the development of new products. Enterprises need to combine market demand, industry trends, and product function requirements, insist on developing new products, and seize the market through new products, so as to expand product lines and increase market share.
The second is the adjustment of the ** strategy.
Each enterprise should adjust its strategy in a timely manner in combination with the actual needs of market competition.
In terms of strategy, many companies will design different systems for different series of products. For example, image products will definitely be relatively high, because this is used to reflect the corporate image, brand image and product image. **High, good quality, multi-functional, good effect, which can improve the sense of brand. The volume of products, ** must be relatively low, used to carry the volume, to stimulate the sales of other products, so the use of large volume and price optimization strategy. The main product will be formulated not high or low. In this way, the sales profit of the product can be guaranteed.
After the enterprise has formulated different strategies, it also needs to adjust according to the changes in the market, according to the market demand and the first system of competitors. Combined with the different positions of the enterprise in the industry, it can be a follower or a challenger. The challenger's **, of course, will have a certain competitiveness, or lethality.
Some companies, when new products enter the market, use ultra-low, quickly occupy the market, and then gradually launch other high-quality series of products.
The third is marketing and promotion innovation
Nowadays, there is not much difference between the products of most companies. When the product difference is not big and the difference is not large, marketing promotion has become the main factor in determining the size of the market share.
In terms of marketing and promotion, enterprises can increase brand awareness by increasing investment in publicity; It is also possible to carry out extensive and diversified online marketing activities through social ** to achieve interactive communication with target customers and enhance the influence of the brand.
Businesses can also create all kinds of valuable content, through a matrix promotion strategy, to attract the attention of potential customers, and convert it into actual purchase behavior.
Of course, enterprises can also enhance their brand image and sense of social responsibility by participating in exhibitions, participating in industry associations, participating in some social activities, and participating in charitable donations. This can also help companies increase their market share. Especially to participate in large-scale industry exhibition activities.
The fourth is the improvement of channel construction
There are many traditional enterprises that only sell under the first level, and they can broaden online sales channels by increasing online sales channels, such as through e-commerce platforms and industrial product sales platforms.
Offline channels can also increase market share by optimizing and integrating, strengthening cooperative relations with dealers, and improving the quality and level of cooperation.
For some enterprises, through the marketing method of direct sales team + store, and by enhancing the sales ability of the store, it can also increase market share.
There are also some enterprises, in the face of the shrinking trend of the industry, through the development of cross-border e-commerce, expand overseas markets, and sell products abroad, which is also a way to increase market share.
Of course, when it comes to ways to increase market share, it is inseparable from the improvement of service levels.
If the enterprise did not have a customer service department, but now it responds to the service needs of consumers through the professional and meticulous service of the customer service department, then the service is good, and it will also bring an increase in product sales.
Similarly, if the company did not pay much attention to pre-sales service, but now through professional and high-quality pre-sales support, to provide superb product sales services to target customers, then it can also bring customers greater enthusiasm for brands and products.
Some of the companies I've worked for do not have a good level of service. We can get positive feedback from customers by improving the overall service ability of the enterprise and optimizing the in-sale service of the enterprise, so that customers can use the products more smoothly and more smoothly.
Finally, strengthen after-sales service, through the added value provided by after-sales service, not only can solve the problems encountered by customers in the process of use, but also obtain customers' good feelings about the brand.
As we said above, increasing market share is a system engineering. Enterprises need to optimize and innovate systematically at all levels such as products, marketing, channels and services, and make greater investment and promotion.
By improving product quality, adjusting the best strategy in a timely manner, innovating marketing and promotion methods, improving sales channels and improving service levels, enterprises can gradually increase their market share and achieve further development.
Of course, your business is looking for ways to increase market share, and so are your competitors. Therefore, in the process of increasing market share, enterprises need to always actively pay attention to the development trend of the industry, pay attention to the practices of competitors, and adjust their marketing strategies in time to obtain better marketing results. You can add the author Wei Xin: 18950463188, send everyone for free**, the package is satisfied.