Market share and marketing control strategies.doc

 PAGE \* MERGEFORMAT 12 Market share and marketing control strategies As enterprise marketing control of one of the market share, for the analysis of marketing activities, strengthening the competitiveness of companies to increase corporate earnings have an important role. Market share is defined as a period of time, the company of a product in a specific market, or sales volume, accounting for the same period of the kinds of products in the same market on the total sales or the proportion of total sales. Its calculation formula is as follows: Market share (%) = the enterprise market a product in a sales or sales over the same period of the kinds of products in the market’s total sales or total sales ratio * 100% The market share is an indicator of enterprise products in the market share of possession, reflecting the enterprise products in the market competition and have the status of control, and enterprise product sales revenue that exists between the positive correlation. Under normal circumstances, any one company are trying to increase the market share of the enterprise products to ensure the competitive position of business leadership, and through analysis of market share, changes in marketing activities of enterprises for effective control and regulation. However, the market is complex and changeable. Yet one can not ignore the complex nature of such a market environment, always believe that only increase the market share of enterprise products, enterprise products are really meant that the dominant position of market competition, be conducive to the development of enterprises; and enterprise products The market share decrease or remain unchanged, it means that the enterprise or business to product development there is a threat, or that there is a potential threat. But in fact not the case, due to changes in factors that influence the market share is varied, for different reasons may have the same or similar market share trends. Thus, in studying th