Research On D Product Pricing Strategy Of L Company

Product pricing strategy,as a key part of marketing activities,directly affects the future strategic planning of the company.Scientific pricing strategy has also become an important step in the process of business development.With the implementation of the Health China strategy,the medical industry has joined a critical period of reform,and the reduction of medical drug prices has become the core of the medical reform,which has put forward more stringent requirements for the reasonable pricing of medical products.As a manufacturing company within the medical device industry,Company L adopted the cost-oriented pricing principle to price Product D,which obviously no longer meets the needs of the company’s growing development.This thesis takes the pricing strategy of product D as a benchmark,and through literature research and case studies,we dig deeper into a range of issues such as overpricing,information asymmetry with channel agents,lack of product pricing objectives and professional pricing organization.In this regard,this thesis combines product pricing theory and game theory,and establishes a price game model of competition between L and outside enterprises for the problem of overpricing and lack of pricing target,and argues that the price of D products will be affected by their own costs,competitor prices and market demand.To further optimize the strategy,enterprises should base on long-term common development and win-win cooperation.In the mean time,government regulators should appropriately regulate,avoid or severely punish vicious price competition,etc.,to ensure an orderly and stable business environment.In addition,for the phenomenon of information asymmetry between the company and the channel agents,a price game model between company L and the channel agents is established,and through the analysis,it is believed that company L should adjust the channel management mechanism to avoid the information asymmetry phenomenon by incentivizing and supervising at the same time.Finally,the optimization analysis led to the conclusion that Company L should adopt solutions such as reasonable control of product cost,adjustment of channel management mechanism,optimization of pricing target,improvement of pricing organization,and reasonable implementation of pricing strategy combining cost and demand difference.