Coconut Island Deer Turtle Wine Market Pricing Strategy Research

As the people's living standard of our Country improving and the age of the society becoming older, Chinese Health Care Industry come through some ebb and flow from 1980s'to nowadays. Now, there are 3000 Health Care companies in China, 1.45% of which investment is above 100 million Yuan, 38% of which investment is between 50 million and 100 million Yuan, 12.9% of which investment is less than 100 thousand Yuan. Small corporate are the prevalent of Health Care production.The hardening of the marketing competence, technology development and outcome of the new administrative policy are influencing the marketing position of the Health Care corporate, so the pricing strategies of which are changing. Hainan Yedao Joint-stock Company is the old corporate of more than 60 years old, built in late 1930s, come from the first modern plant of Hainan. In March 1993, Yedao Finished its stock reform and named Hainan Yedao Joint-stock Company, which is the only one public company of native Health Care alcohol industry.In this article, based on analyzing the whole situation and development character of Health Care industry and Health Care alcohol industry, I will describe in detail the pricing strategy of Yedaolugui Alcohol. Through using theoretical frame of corporate pricing strategy studying, with the contemporary management field and economic field studying result of Health Care product pricing strategy character and collecting ordering and analyzing the real selling data of international exhibition Carrefour, we have found the relationship between corporate pricing and marketing competence, analyzed and evaluated the pricing strategy already have and make the new pricing strategy. So, we used theory of the need plastic, theory of deciding pricing according competent character, theory of influence to pricing by marketing share, theory of motivation, theory of brand position and pricing, theory of product life period, and compare with mayor competent as Chinese Jin alcohol, Zhizhonghe Wujiapi and Ningxia Red.By studying the pricing strategy character of Yedaolugui alcohol, and its performance in the whole Health Care alcohol industry, we have draw the conclusion of its pricing strategy in Health Care alcohol industry as follow: Yedalugui alcohol pricing strategy is in accordance with the one of the Health Care industry, but it is belong to middle level pricing strategy, its need plasticity is permanent within the 50—70 Yuan. Yedaolugui alcohol is the leader of its market niche, its pricing strategy service for its marketing share improving strategy. The high performance-high quality brand image of Yedaolugui alcohol and its middle level pricing strategy is very suitable to the customer's requirement of product quality emphasis and suitable price. Yedaolugui alcohol is in the phrase of growing, so its pricing strategy is controlling marketing share orientation and slowly penetrating. This strategy is mean to enter the market by utilizing lower price during a longer period, so as to get more market and controlling its market permanently.