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Saturday, October 30, 2021

Continuously emphasize their leadership through marketing communication;

Continuously emphasize their leadership through marketing communication; 2. Expand the total market demand: develop new users, new uses and expand usage Protect market share: positional defense, flank defense, attack for defense, counterattack defense, sports defense and contraction defense 1. Expand market share: price competition, a large number of advertisements, product innovation, entering new market segments, famous brand strategy and active promotion 2. Continue to replace the old with the new, constantly challenge themselves and maintain the right of enterprises to dominate the market 3. Blocking competition: price competition, sub brand strategy, M & a competition Marketing Challenger strategy: 1. Determine strategic objectives and competitors: market leaders / those with equal strength / those with less strength 2. Choose attack strategies: frontal attack, flank attack, encirclement attack, circuitous attack and guerrilla attack 3. Select specific attack strategies: feasible options include price discount strategy, cheap goods strategy, prestige commodity strategy, product diffusion strategy, product innovation strategy, service improvement strategy, distribution innovation strategy, manufacturing cost reduction strategy, intensive advertising promotion strategy, etc; First, between any two competitors, the 2:1 market share seems to be an equilibrium point. At this equilibrium point, no matter which competitor wants to increase or reduce market share, it seems impractical, and the gains outweigh the losses. This is an empirical conclusion drawn through observation. Second, if the market share is less than 1 / 4 of the largest competitor, it is impossible to participate in the competition effectively. This is also an empirical conclusion, but it is not difficult to infer from the relationship of the empirical curve. Generally, the above two conditions will eventually lead to such a market share sequence: the market share of each competitor is 1.5 of the next competitor, and the market share of the smallest competitor will not be less than 1 / 4 of the largest. In terms of mathematical principle, to meet the above two conditions at the same time, there should not be more than three competitors.

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