从格兰仕复价谈起（Talking about the price of Galanz）.doc

从格兰仕复价谈起（Talking about the price of Galanz） Since Galanz took the lead in price reduction in August 1996, the microwave oven market has sunk into a price war. Each manufacturer in order to compete for a cup in the market, competing price reduction, and vigorously strengthen the promotion efforts, the price war is getting more and more fierce. Among them, Galanz through the price of success, firmly secured the big boss of the market, the market share of more than 60% production enterprises, has become one of the worlds largest microwave oven. And in May 18, 1998, Galanz announced that its products will be a comprehensive increase in prices, an initial increase of about 10%, and will eventually return in 1997 October before the value of the price, the total increase will reach 30% to 40%. Why is it so unusual for Galanz to take the initiative to step out of the shadow of a price war when the competition is so fierce in the microwave market? First, the reasons for the rise in prices 1., the implementation of the price law forced enterprises to check their price behavior In May 1, 1998 the implementation of the price law, the provisions of the fourteenth second, enterprises can not sell their products at a low price. This provision could be a serious warning to the microwave market for a vicious price war. The microwave oven prices to hundreds of Yuan current from several thousand years ago, and follow a large number of promotional merchandise, clearly shows that many enterprises have been operating at breakeven point, struggling with their own market share. So, Galanz also belong to low dumping? How big is the market share of such a big profit? As a leader, the price behavior of Galanz will inevitably cause the full attention of the national legal department. If it really violates the law, what kind of embarrassing situation will the enterprise image fall into?! Therefore, Galanz must check its price behavior and be forced to announce a price recovery strategy, which a