跨国公司小家电品牌和价格策略研究

文章认为品牌和价格策略直接关系到跨国公司在中国激烈市场竞争中的成败。由于对品牌和价格的关系认识不清、对中国市场缺乏了解和对自身品牌的过于自信,跨国公司往往偏向于高端产品的销售并采取过高的价格定位,但事实上,高价格并不一定等同于高品牌价值,跨国公司只有按照价值决定价格的规律,合理界定品牌与价格的关系,通过品牌价值的提升来作为价格策略制定的依据,通过价格来反映自身的品牌价值,才能真正赢得市场竞争。

Multinational company's brand and price strategy for small appliances

Brand and price strategy is very important to multinational company's small appliance marketing in China.Because multinational companies can't understand the relationship between brand and price and know the Chinese market,and have excessive self-trust on their own brand,they always make high prices and aim to high-quality brand in China.However,the market of small appliance has its specialties.High price isn't equal to high quality in fact.So multinational companies should change their positions and make a reasonable opposition for their brand and make right price decision to cope with fierce competence in China market.