市场占有率和销售利润率--营销总监的两难选择（Market share and profit margin -- the dilemma of marketing director）.doc

市场占有率和销售利润率--营销总监的两难选择（Market share and profit margin -- the dilemma of marketing director） The beginning and end of the year, the most concern is the marketing director of the companys market share and profit rate. Because the inventory program is facing marketing strategy formulation and marketing performance throughout the year. Market share and profit rate are two different concepts, the market share is the percentage of the brand products of a certain period of time in the total industry sales rate; sales profit rate is the percentage of sales profit minus the cost of sales of the enterprise. Market share and sales profit rate is related to each other, to increase the market share of the profit rate also increased. In traditional industries, the market share leader in the expanding market share strategy to improve its profit margins. In 80s the last century, American scholars relationship between market share and profit rate have been done in the food industry, a world-class brand market share increased by 1 percentage points, its sales profits increased to $60 million, in addition to a survey of manufacturing hundreds of enterprises, business value the chain and profit rate of the most important factors in the market share and technology content in the column, when the market share of more than 40% investment return rate of about 30%, the investment profit rate is three times in the market share of less than 10% of enterprises. For a long time, the international companies market strategy positioning in the market share, through the increase of market share for greater profits. But the actual competition in the market, due to excessive competition, increasing the difficulty of market expansion, marketing costs increased more than the size of the economy brought about by the marketing cost advantage, enterprises even chasing market share and sacrifice profits, leading to the market share and the sales profit rate is not proportional to the. The balance of the tw