Aaa Company's Pricing Strategy Study

In the marketing combination, price is the element capable of income, and other elements all fall into cost. Price is the most adjustable element of the marketing combination, while the adjustment of product features, channels, and even sales promotion are more time-consuming. Meanwhile, price represents the value of the product or brand inclination. The decision-making of price is rather complicated and difficult, since a series of factors are involved in this process, including the company, the customers, the competiters, and the marketing environment. Price decision-making must be consistent with the company's sales strategies, objective market, and brand positioning. However, corporations often neglect the importance of pricing because of lack of due attention and the complexity of pricing. Actually some companies employ pricing methods only too simple which not just harms the profits, but greatly hampers the implementation of company strategies and long-term development.The present thesis focused it topic on pricing strategy, which greatly influences a company's development. The author first discussed relevant theories on pricing strategy, then organized the familiar pricing strategies. And then, this thesis intensively analysed the objective corporation– Company AAA with reference to the analyzing methods for pricing strategies frequently used in marketing management. The analysis was employed to discuss how to make pricing strategies that fit into the company's development. And in doing so, the author took into consideration all possible factors capable of influence on prices.The analysis started from the actual situation of Company AAA. Firstly, the market of Company AAA was carefully divided, and an innovative customer type matrix was proposed, followed by a sorting analysis of the company's customers according to the matrix. Based on the familiar pricing strategies presented earlier, and with reference to the six-step analyzing method for pricing strategies in marketing management and relevant theories, the author identified the problems and weaknesses of Company AAA in its pricing. Following that a solution was raised. The analysis broke the single pricing mode of Company AAA (also of many modern manufacturers), making pricing strategies respectively according to product types and periods (i.e. new product or mature product).The thesis combined with relevant theories on pricing strategies, in analyzing the problems with Company AAA in its pricing, for which a solution was suggested. Combining theories with practice, the thesis well solved the problems of pricing facing Company AAA, which, as the author hopes, could serve as a reference to similar corporations in their pricing.