Research On How To Optimize The Pricing Strategy Of Roll-Roll Service Of HT Company

Pricing is one of the key variables of enterprise marketing decision. It directly affects the enterprise sales volume, revenues and profits. Good pricing management can not only help enterprise to make proactive pricing decision but also enhance the core-competitiveness level of the company to adapt to the fierce market competition. Therefore, researching on the pricing method at now is a very important task to HT company.HT company, as the first specialized Automobile Roll-roll port in China, has been set up nearly10years since2003. Since then other roll-roll ports have also been building in coastal cities of China. The roll-roll port service market has turned from monopoly market to oligopoly market quickly. In the competition of port service market, low price became the main means for competition of occupying the market share. However, the historical experience and lessons told us the low price competition will not bring a sustainable development for the enterprises. It would not only damage the interests but also harm the healthy growth of whole industry. In order to hold the No.1market place, HT should speed up to search for an effective way to enhance the core competitiveness in case it could be far from the low price competition threat.This thesis aims to analyze the existing problems in pricing strategies of HT company, to use some related pricing theories to find out the good methods for solving these problems, to analyze the pricing factors and design the better pricing strategies that are more suitable for the development of HT. It also provides some suggestions on the implementation of various price strategies. This paper also focuses on how to help HT company to build a set of scientific and effective pricing process and pricing mechanism. In conclusion pricing management ability is one of the core competitiveness of enterprises and can help enterprises grow better during the period of the12th Five Year Plan.