商战制胜之本―利润优势（The winning business -- profit advantage）.doc

商战制胜之本―利润优势（The winning business -- profit advantage） [Abstract] the majority of consumers may not have professional assessment knowledge, could not thoroughly understand the specific situation of the goods, so that the evaluation value is based on what? It is for the same commodities market memory and comparative analysis as well as their shopping experience and the actual demand, so the focus of similar products in the market price and the market demand for the introduction of the new enterprise is very important. First of all is to emphasize the profit advantage different from the price advantage, but also is the consumer value advantage, the price of the commodity value and the difference between the cost of the advantage. Economics tells us that the survival and development of enterprises must have enough profit, a blind pursuit of profit above suspicion doubt, but the biggest, neglect or even contrary to the laws of economics are not the same basic healthy development. Here, we have to mention such a word, is reasonable profit. All consumers want to buy cheap goods, but also can bear a reasonable profit, peibenzhuanyaohe. But consumers do not easily accept. For example, a product of the normal market price of 1000 yuan, with 800 yuan or 700 yuan promotional effect will be very obvious, but if sales to 50 yuan will be counterproductive, why? Because commodity prices reflect the reasonable profit, including the value of the goods, consumers have a value (the value is actually a range, is not an exact value), the normal promotion should be within this range, but when the promotional price is far from this value. Will the relationship between commodity prices and the value of confusion, which inevitably leads to consumer awareness, the first reaction is the product quality problems (although it is not the case), or the original price is too high to earn a reasonable profit, regardless of the kind of situation, the commodity brand image will be destroyed, thus the