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当一个行业的产品价格在市场上不断下跌时,置身其中的企业该怎么办?是维持价格不变还是跟着降价?大多数情况下企业会选择在设法降低成本的同时降低产品的价格,并希望通过降价所带来的市场份额增加有一天能够弥补降价所造成的损失。但同时,在这种轮番降价战中,消费者对产品价格的期望值彻底改变了,在他们看来买什么牌子都一样,没什么太大的区别。毫无疑问,在这过程当中品牌的价值受到了极大的伤害。对于许多中国企业来说,占有较高的市场份额并不意味着有很好的利润。
When the price of an industry’s products continues to fall in the market, what should companies do to stay in the market? Maintain prices or follow prices? In most cases, companies will try to reduce costs while reducing product prices, and hope that The increase in market share brought about by price cuts will one day make up for the losses caused by price cuts. But at the same time, in this turn of price-reduction battle, consumers’ expectations for product prices have completely changed. It seems to them that what brand they buy is the same. There is not much difference. There is no doubt that the value of the brand has been greatly hurt in the process. For many Chinese companies, having a high market share does not mean that they have good profits.