Please talk about the meaning, characteristics and composition of marketing mix strategy?

There are two factors that affect enterprise marketing. One is the opportunities and threats brought by the external environment of enterprises, which are difficult for enterprises to change; The other is that the enterprise itself can be controlled through decision-making. The factors that enterprises can control themselves can be summarized as the following four aspects:

(1) product strategy

Product strategy includes product development, product planning, product design, delivery time and other decision-making contents. Its influencing factors include product characteristics, quality, appearance, accessories, brands, trademarks, packaging, guarantees, services and so on.

⑵ Price strategy

The pricing strategy includes determining the pricing target, formulating product pricing principles and techniques, etc. Its influencing factors include distribution channels, regional distribution, types of middlemen, modes of transportation and storage conditions.

⑶ Promotion strategy

Promotion strategy refers to the strategy that mainly studies how to promote customers to buy goods to expand sales. Its influencing factors include advertising, personnel promotion, publicity, business promotion, public relations and so on.

(4) Distribution strategy

Distribution strategy mainly studies the ways and means to make goods reach consumers smoothly. Its influencing factors include payment method, credit conditions, base price, discount, wholesale price, retail price and so on.

The combination of the above four strategies is always called marketing mix strategy. The basic idea of marketing combination strategy lies in: making product strategy, making price, promotion and distribution channel strategy at the same time, and combining them into a strategy as a whole, so as to achieve the purpose of sending products to the right place with the right goods, the right price and the right promotion method. The success or failure of enterprise management depends largely on the choice of these combined strategies and their comprehensive application effects.

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