Of school-enterprise cooperation business ZCF pricing strategy

[Abstract] ZCF based on school-enterprise cooperation in the case of enterprises, analyzing the purpose of pricing, function, and pricing strategies for the importance of running the enterprise, business models and pricing of the basic objectives of the pricing strategy of pricing the impact of adaptation is described the market economy of the new pricing model and the specific form factors; conjunction with enterprise pricing objectives and pricing model, put forward the enterprise product pricing strategy.

[Keywords:] pricing pricing strategy pricing factors

A, ZCF pricing strategies of the enterprise
Introduction 1.ZCF Jewelry Co., Ltd.

ZCF Jewelry Co., Ltd. is a collection of jewelry design, production, processing, wholesale and join in one large professional jewelry companies. Focus on creating a variety of unique wedding jewelry inlaid jewelry, the country gained a high reputation. The company receives " customer first, build brands, the pursuit of development "business philosophy, promote profound jewelry culture, leading fashion jewelry. At present our school-enterprise cooperation business.

2. Price Objective
Jewelry prices are intended to enable consumers to accept the company's products, or more intuitive to say that in order to sell the company's products, their products through the value of such transactions. In the implementation of the pricing of the product before, business owners must understand the characteristics of their products, market demand characteristics and market competition characteristics, a comprehensive analysis of the various jewelry Marketing objective and subjective factors, and for different consumer psychology, different market environment, with flexible pricing strategies to promote best selling products. including product pricing strategy phase, discount pricing strategy, psychological pricing strategy.

In the modern market economy enterprise Marketing activities, the price has been the most active factor, it relates to history and reality, material and spiritual, political and economic aspects of society, is a multi-level, very complex socio-economic phenomenon . The price increase will stimulate production, but will reduce the market share; lower prices can boost sales, but will reduce the profit margin. especially for jewelry that people do not understand the products, pricing is worthy of our attention, because in people's ideas, the jewelry is a high-margin products, known as "three years is not open, open to eat for three years," said. pricing may lose the market higher, lower prices could result in a product quality to consumers impression of a problem. Therefore, ZCF business strategy to achieve their goals, it is necessary to fully understand the market environment under the premise of the enterprise with its own internal and external conditions, the overall Marketing strategy, can guarantee their own set of cost compensation and profit realization, but also acceptable to the consumer price system. The traditional product cost pricing is often the only basis for the implementation of reform and opening up policy in China after a very long time, China's gold jewelry also follow the traditional pricing national pricing, and this is contrary to the economic development of the market. Modern Marketing that product price is one of the factors of Marketing mix, selling the product also depends on the cooperation of other combination of factors. Therefore, the pricing of products to considering the product cost, market demand and supply, market competition, price policy and legal factors, work out a reasonable price, can help enterprises to gain market initiative. in the Chinese jewelry market is operating in the market developed on the basis of . At that time, not sales volume, cash flow is slow, so the jewelry is much room for profit pricing.

3. Factors affecting pricing
Now, let us analyze the reasons for the pricing of jewelry, I think it should include both internal and external factors aspects.

(1) internal factors affect the pricing jewelry
Internal factors affect the pricing of jewelry include: commodity costs, corporate Marketing objectives and Marketing mix strategy, the market characteristics of the product itself, buying and selling goods price difference, jewelry, brand awareness and credibility and so on.

In terms of cost to goods, jewelry from raw material to finished product to go through a complex process, in the process must spend some money and labor, production and operation of this product generated in the performance of the actual cost of money is cost, which is the basis of product value is the minimum price the economic development of product line, is to maintain the simple reproduction and basic premise of business activities. product price must be able to compensate for production, distribution and promotion of all expenditures, and to compensate for business risk for the product price to pay. companies want to expand sales or increase profits, it must reduce costs, and thus lower prices, improve product competitiveness in the market.

To corporate Marketing goals and Marketing mix strategy, product pricing should follow the laws of the market, pay attention to pricing strategy, pricing strategy and Marketing objectives are for the transfer of enterprises, and different goals determine the different strategies and different pricing methods and techniques. Meanwhile, the pricing strategy as a means for enterprises to achieve business goals, directly affect operating results, specifically in the different price levels will have corporate profits, sales and market share have different effects, therefore, enterprises in the implementation of pricing strategies, in conjunction with the internal situation, the target market's economic and cultural conditions and competitors, according to the enterprise's survival and development strategy of the most influential factors to select the pricing objectives.

Also, because price is one of the factors of Marketing mix, product pricing and product pricing strategies must pay attention to the overall design, distribution and promotion strategies to match. The formation of a coordinated Marketing mix. Pricing strategies and Marketing mix can not be separate from the other decision.

Characteristics of the market for the product itself, the different products have different market characteristics, jewelry is a special commodity, the following factors affect the pricing:
�� consumer purchase frequency
Jewellery non-daily consumer goods, consumer purchase frequency is very small, amount of funds used a large, slow capital turnover, sales margins should be higher.

�� standardization of products
High degree of standardization of the products are generally implemented puerile. Jewelery non-standardized products, lack of national price guide, business investment in large, slow capital turnover, the price should be higher than standard products.

2. External factors affect the pricing jewelry
Jewelry Pricing There are many external factors, summed up the market structure, market supply and demand conditions and the three aspects of national policies and laws.

�� market structure factors
Different pricing strategies adopted by the market structure is different. According to the specific factors of market competition, we can put into the market perfectly competitive market structure, monopolistic competition, monopoly and oligopoly market, the market four types.

Perfectly competitive market is a monopoly without any human disturbance factors or market conditions, in which case the market, the market there are many buyers and sellers, where buyers or sellers of any purchases or sales are not sufficient to affect the whole industry supply and demand conditions, the product is completely homogeneous, corporate pricing on the market has no meaning, no buyer or seller on the market have absolute influence, no one will buy if the price of its products, The price cuts will reduce its profits, so companies only need to accept the price determined by market supply and demand can be.

Monopolistic competition is both a monopoly and competitive market conditions, there are more vendors on the market, manufacturers and vendors there is a fierce competition between manufacturers of products has some differences, there are certain alternative. In this market situation, the vendor's product quality, brand and so there is a certain degree of difference, but the products can replace each other a lot of fierce market competition, price competition in this form, At this time, the product brand and design of differentiated pricing strategy is very dominant role.

Monopoly market is completely control the market by a business case, the product is unique in the market, there is no close substitutes, then corporate pricing power rests in his hands. Pricing strategy should not only consider short-term business their own interests, but also consider the long-term interests, the principle of not losing customers.

Oligopoly market is a common by a few large firms control the jewelry market, each manufacturer is enough to affect market supply and demand situation and price levels. In this market situation, price is often determined not by supply and demand, but by the oligarchs manipulation of a monopoly consultations. This price is relatively stable, more moderate price competition, the same non-price competition more intense.

In a market economy, the market structure is different, that is, enterprises and their products in the market competition in the different companies have different pricing strategies. Jewelry business is facing price competition from the major decision-making from the same industry, producers, operators between competition, particularly in a buyer's market momentum for the market, the seller is fierce competition among, business decision-makers must be familiar with the prices of their products competitive in the market's status, the number of market competitors, their production, supply capacity and market behavior, and to make the appropriate pricing strategy.

�� market supply and demand
Enterprise market supply and demand situation is also one of the main basis for pricing decisions. Enterprise product pricing, one must compensate for the cost of operating the cost and guarantee a certain profit; the other hand, must adapt to changes in market supply and demand for the products that can accepted by consumers. Otherwise, the prices of companies fall into wishful thinking, decision-making situation.

Changes based on market supply and demand of the market economy to adjust pricing strategy gives us the concept of commodity supply, demand and price complex relationship exists between. Is generally believed that the supply of goods increases with the increase in commodity prices, while With the increasing demand for reduced prices to maintain market balance of supply and demand. But jewelry market supply and demand and price a special relationship exists between the general, the shortage of supply of goods caused prices; the Chinese people has always been " bought up not to buy or "traditional, prices could lead to market demand. Therefore, ZCF in the implementation of pricing strategy should be to grasp the changes in market supply and demand and adjust pricing strategies, improve product sales and market competitiveness.

Links to Research Papers Download http://www.hi138.com �� government decrees and policies
No country has some management on prices, the difference is that various countries and regions the degree of control on the price, scope, there are some differences in approach, fully open and fully control the situation is not. In general, the state Price departments can directly intervene in the pricing of enterprises can also use some financial and tax measures to implement indirect impact on business pricing. The price system in accordance with the form of price control can be divided into national pricing, pricing guide prices and free three forms. Gold Jewelry is the state guidance price of goods, the business has considerable autonomy to the enterprise.

These are the affect pricing of various factors, therefore, in reality, Marketing activities, ZCF product pricing that takes into consideration various factors, develop conducive to development of the company, and it helps the company compete in the market pricing strategy.

Second, ZCF jewelry pricing problem to be solved
ZCF school-enterprise cooperation in this time, we feel that the pricing strategy they have some further problems. External factors that we can not change, here is mainly about the pricing strategy of ZCF internal factors: cost of goods , corporate Marketing objectives and marketing mix strategies, jewelry, brand awareness and credibility, etc.

1. Pricing need to be further rationalized
In the minds of most people zircon diamonds worth more than sure, but ZCF palladium Phyllostachys zircon bracelet 18K Diamond bracelet than more expensive, and some puzzling. ZCF our store based on the same day by a gold 282 yuan / gram to calculate a thousand gold necklace with jewels, jewels of gold jewelry that is not cheap. diamond jewelry in the eyes of others are high-end jewelry, luxury goods, not ordinary people can afford, but in the ZCF Diamond jewelry prices are low, the pricing need to be further rationalized.

2. Pricing is not flexible enough
ZCF jewelry was developed in the last ten years, a national chain of jewelry stores, which target the early development of the rural consumers. With the expansion of the scale, and gradually developed into the city, in the process of transformation to the existence of some of problem, we have from the price for it, precisely because this is the route development ZCF, so ZCF jewelry developed pricing strategies consistent with the rural market, the pricing of most jewelry is really, that is the subject of relatively low, like our diamond ring, 18K diamond, our price is the drill is the way more than a thousand to two thousand, but other brands but can scale to five or six thousand. But this low-cost strategy is not there is suitable, especially in the case of the rapid development of ZCF, low-cost strategy is certainly not universal. in the small city of low-cost strategies that we may not see the development of our brand, one to the big city we can see that, because the big city view the consumption of consumer and small urban people do not like the concept of the big cities people are more particular about the face, but the price is too low they may not accept, while the small city of people care about is really reasonable price for the job are too high will people hope and stop. A lot of brands are used in discount pricing, the price discount with you in Lao Gao subject, in fact, did not benefit the customer.

Third, the problem solution
For a few questions on, I think, ZCF in the development of pricing strategies can be worked out when the two options, a small town for a set for the big cities, separate from management. In the development of pricing strategies for the small town When the flexibility to use some promotions, the price of a big fuss, because many of the gold shop and use the discount pricing, so customers now have formed a habit of consciousness, all the gold shop are discounted, if not to our shop He discounted him feel uncomfortable, that he might lose, so we can use discount pricing, but if ZCF discount prices now, that company is no profit to speak of, so to use discount pricing must be adjust the price to go up, while also planning a number of other promotional activities conducted in conjunction with, and avoid discounts activities to look so dull. another set of pricing strategy for the city, its main core is to make us look more jewelry noble, big city people have a buy or not to buy up the psychological, too cheap, they believe, however, the higher the price they think the better the quality, so pricing is to go uphill, but also control the management of personnel management authority, can not let them easily to the customer a discount, it will not only enhance the brand's position in the heart, people can also enhance the brand's competitiveness. In addition, the company's management should re-positioning the company's direction, it is also necessary to follow the price adjustment. the company to develop price strategies and the company's direction, objectives closely linked. ZCF only the main commodities sold more taste, a grade, he will make to the world.


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