| The shampoo and hair care market in China has expanded,with an obvious growth trend in the middle and high-end markets.Consumer demand for scalp care is gradually diversified,leading to the continuous segmentation of the market,new products such as essence,laser helmet,scalp cleaning milk emerge.With the development of the Internet,online consumption is gradually becoming the mainstream.Online e-commerce platforms and offline stores have become the main channels for many enterprises.The potential of online retail cannot be ignored.Young people pay more and more attention to scalp care,and shampoo and hair care consumers become younger.Siyuyangfa company mainly sells shampoo and hair care products.Due to the long-term use of traditional pricing methods,it ignores the actual needs of consumers,fails to highlight the competitive advantages of the products,and causes price conflicts in offline and online channels.As a result,the company cannot quickly occupy the market.In order to solve these problem,this paper will analyze the pricing strategies in different situations through different perspectives and combining with previous research theories on pricing strategies.First of all,by collecting industry reports and other secondary data,this paper analyzes the current situation of the shampoo and hair care market,industry competition pattern and consumer characteristics,and finds that the shampoo and hair care market is still growing steadily,the competition in the middle and high-end market is becoming increasingly fierce,and the product iteration and update are presented with rapid and diverse characteristics due to the constantly upgrading consumer demand.Secondly,through the analysis of the order data of the online mall,it is found that there are some problems in the two product pricing strategies of Siyuyangfa Company,namely "cost-oriented pricing" and "competition-oriented pricing".The reason is that the pricing strategies of these two products do not take consumer demand into analysis,ignore the characteristics and correlation between different products,and ignore the differences between online and offline channels,which eventually lead to a series of pricing problems.Furthermore,combining with the existing pricing theories and literature research,three new pricing strategies are proposed: differentiated pricing strategy,product life cycle pricing strategy and bundled pricing strategy,and the corresponding implementation plan and safeguard measures are formulated according to the strategies.The differentiated pricing strategy of this paper is based on the two perspectives of consumers and products respectively,to study the characteristics of different consumers and the characteristics of the product itself,so as to help enterprises accurately identify the needs of consumer groups,locate the product positioning,and make the product pricing fit the target groups.Product life cycle pricing studies the whole product cycle,so that enterprises can maximize the income in each cycle stage of the product;Bundle pricing mainly studies complementary products and reciprocal products,and gives different pricing strategies according to the relationship between different products.The goal of these pricing strategies is to improve the overall income of enterprises and enhance the competitiveness of enterprises. |
