Research On Pricing Strategy Of AG Company

Stable revenue and continuous good profitability decide whether an enterprise can survive and develop,which at the same time determine the confidence of enterprise's operators and investors as well as the possibility they continue to invest.In marketing,A successful marketing strategy will decide whether enterprises can succeed in intense competition.Successful marketing strategy will make enterprises constantly develop forward and bring them a steady flow of profits as well,thus ensuring stable revenue and realizing continuous health profitability of the enterprises.Although in modern marketing strategy,product competitiveness plays an increasing role in market competition,however,as the indispensable and most significant component in marketing strategy,pricing strategy is also one of the indispensable determining factors for enterprises to obtain stable revenue and continuous health profitability.This dissertation aims to analyze the business molds,current business situations and some problems existing in a kitchen and bathroom enterprise—AG Company,which is a small and medium enterprise,pointing out that unstable revenue is the biggest problem AG Company needs to solve currently.After researching and exploring on the background and operation situations of AG Company,this dissertation figures out that optimizing the pricing strategy is the most effective solution for AG Company's unstable revenue.Through analyzing the industry introduction and competition of kitchens and bathrooms,along with the core competitors and challenge with opportunities in this field of AG Company,with relevant theories about pricing strategy and pricing method as well as pricing and revenue optimization theory,this dissertation offers a solution to the existing problem of AG Company: carrying out differentiated pricing strategy.The research result of this dissertation not only puts forward concrete implementation plan to AG company to solve the unstable revenue problem,but also enhances the price competitiveness and customer conversion rate of AG Company to some extent.At the same time,this result has practical reference meaning for other kitchen and bathroom enterprises in small and medium size to improve their unstable revenue.The dissertation can be mainly divided into seven chapters:Chapter 1 is the general introduction,which introduces the research background,significance and method as well as content and framework of the dissertation.Chapter 2 is literature review,which reviews present research situation of pricing strategy at home and abroad as well as some relevant theories such as pricing strategy,pricing method,pricing and revenue optimization theory and so on.Chapter 3 shows the development background and present business situation of AG Company,pointing out that unstable revenue is the major problem that AG Company needs to solve currently,Also figures out that optimizing the pricing strategy is the most effective solution for AG Company's unstable revenue.Chapter 4 presents competitive landscape of kitchen and bathroom industry as well as the competitiveness analysis of AG Company..Chapter 5 analyzes AG Company's current pricing strategies and existing problems of pricing strategy,pointing out problems existing in AG Company presently: single pricing method,problems based on competitive pricing and pricing based on market demand.Chapter 6 shows the adjusting scheme of AG Company's pricing strategy.This chapter proposes solution for the unstable revenue of AG Company--carrying out differentiated pricing strategy.Chapter 7 presents the conclusion,limitations and prospect of this dissertation;Lastly,i listed the referencesAnd i expresses my gratitude to my supervisor as well as friends who help me during writing the dissertation in my dissertation.