Marketing Discourse
Marketing is an ongoing process of planning and executing the marketing mix (Product, Price, Place, and Promotion) for products, services or ideas to create exchange between individuals and organizations.
My product: fly cat bicycle
The product aspects of marketing deal with the specifications of the actual goods or services, and how it relates to the end-user's needs and wants. The scope of a product generally includes supporting elements such as warranties, guarantees, and support.
Composition:
(1) Body parts: including frame, front fork, handlebar, saddle and with a fork, is the main body of the bicycle.
(2) The transmission part: including pedal, crank, wheel, chain, axial and the flywheel, by human pedaled pedal, through the rotation of the wheels drive train parts and drove and drove and drove.
(3) Of action: the wheels, including former before and after rear axle parts, the spokes, rim (circle), tires, etc.
(4) The safety device: including brakes (a brake), light, bell, reflex, devices, etc.
Classification
According to the use object can be divided into the car, NvChe and male stroller, etc.
Based on the diameter size can be divided into 71 cm, 66 cm car , 61 centimeters car etc.
According to the main body parts such as frame with material can be divided into carbon steel, alloy steel, aluminum alloy car etc.
According to the structure of the frame can be divided into bar car, remove the car can be folded and whole car etc.
Principle
Bike frame, tires, foot, brake, chain and 25 components in the basic components are short of one cannot. Among them, the frame is the bike frame; it has to bear the weight of the goods and the largest. According to the characteristics of the work parts, can be roughly classified into the guidance system and drive systems, braking system:
In addition, in order to safety and beautiful, and from practical, also assembly the headlight, support unit etc.
Parts
1. Frame, a bicycle parts is the basic structure of body, is also the skeletons and bicycle main body, other components are also is directly or indirectly installed in the frame.
Frame structure form having a lot of parts, but overall can be classified into two categories: the men's and women's frame.
General frame is using common carbon copper pipe welding, through a combination. In order to reduce the weight, improve the intensity, more high-grade bike with low alloy steel pipe manufacturing. In order to reduce the resistance of the driving fast, some bikes still using streamlined tube.
Because the bike is rely on human's driving force and cycling skills of driving, frame will become bicycle in driving under a impact load and whether we can comfort, the important structure carrying safely human body, frame components manufacturing precision of the advantages and disadvantages, will directly affect the riding of security, stability, and fast. General is the diameter of the spokes, etc, in order to reduce gravity, also have made big, middle of both ends small diameter changes the spokes, and in order to reduce the air resistance will be made to streamline the spokes flat.
2. Tyre: points and the hard edge soft edged child birth two kinds. Soft edge tire section wider, can all wrapped inner tubes, landing area is larger, can is suitable for many road. The hard edge tire light weight, small area suitable landing on the flat roads, with small resistance, driving fast, etc.
The decorative pattern on the tubes is to increase and the ground force of friction. Mountain bike (width of special wide, decorative pattern is deep to cross-country with hill country.
3. Pedal parts: pedal in central axis of assembling components parts around the crank, is a flat power into turn the power of the device, bike riding, feet first passed to pedal force components, and then by turning the crank shaft pedal, central axis, chain flywheel, make the rear wheel rotation, so that the bicycle forward. So the structure of the components and specifications pedal is whether appropriate, will directly affect the cyclists put foot is the right position, the bicycle driver can smoothly.
4. fork parts: the fork in the bicycle parts in front parts structure, its top and handlebar parts connected, the frame and the former tube parts with, and with lower front axle parts, bicycle orientation system of the.
5. Chains, chains and said the chain, roller chain, installed in even the wheel and the flywheel. Its role is to pedal force crank, wheel transmission by to the flywheel and rear wheels, drive the bicycle forward.
The sprocket: use high strength steel is made, guarantee to the need to pulling force.
6. Flywheel: The flywheels threaded screw within fixed in front of the right side, and keep the sprocket plane, and through the chain and sprocket connected
to constitute the bicycle drive system. From the structure can be divided into the single level flywheel and multilevel flywheel two kinds big.
7. Safety device: bike to a bell or light; also have a reflector (known as back light). Reflector is the head lamp or other motor vehicles by external light source illuminate, reflected light enough, remind each other note, in order to protect their own. Reflector ahead, lateral and rear a reflector 3 kinds. The front for white, the rear for red, the front of the lateral white or amber, rear wheel of lateral white or red, white or amber pedal.
8. Durable performance can be divided into inner and external two aspects. The inner durable performance requirements ensure certain structural strength, requirements for some wears parts such as before, in and the rear axle block bowl, the tooth piece, great water-vessel and roller chain and the feet of the brake parts, heat treatment carburizing quenching, in order to improve the surface hardness. The appearance of durable performance is through the electroplating and coating (paint) to prevent corrosion and increase the appearance. Electroplating is handlebar, rim, etc in original metal surface coating on copper, chromium, and nickel, chromium three layers of metal coatings, also visible resources situation and antirust performance requirements choose other coating. Some minor small parts use the light galvanized process. Coating is the high pressure electrostatic method, the frame, front fork surface coating. Paint surface to plump, beautiful, and has certain rust resistance and adhesion of the paint film.
Price: 300 RMB cost prices: 120 RMB
This refers to the process of setting a price for a product, including discounts. The price need not be monetary; it can simply be what is exchanged for the product or services, e.g. time, energy, or attention. Methods of setting prices optimally are in the domain of pricing science.
Price is an indispensable part of marketing mix, related to the bicycle product in the market competition. Traditional bicycle business is generally based on profit centers, the basis for pricing their own cost or return on investment. In the buyer's market conditions, customer transaction process in a dominant position, which bicycle sellers must pay attention to consumers willing to pay the costs of research, based on the cost of consumers willing to pay to take practical measures to reduce the cost to buy. Bicycle products, pricing methods and strategies are diverse, and bicycles to be priced according to their own objectives and principles, according to the actual situation of bicycles and supply and demand in the market, choosing the most favorable price target to achieve the purpose pricing and marketing strategies.
Place:
Refers to how the product gets to the customer; for example,
point-of-sale placement or retailing. This third P has also sometimes
been called Place, referring to the channel by which a product or service
is sold (e.g. online vs. retail), which geographic region or industry, to
which segment (young adults, families, business people), etc. also
referring to how the environment in which the product is sold in can affect
sales.
The sales of our products market: children small type, middle school
students, college students, ordinary office worker, middle-aged people
safe type.
Promotion:
This includes advertising, sales promotion, publicity, and personal selling. Branding refers to the various methods of promoting the product, brand, or company.
The bicycle promotion can be through personal selling or non-personal selling, delivered to customers for the product or service and other information, to help customers understand the bicycle’s product or service. Different combinations to form different promotional marketing strategies, such as in personal selling promotion strategy based advertising-based marketing strategy. Operation from the direction of promotion points, a push strategy and pull strategy.
Fly cat bicycle has the following ways of promotion:
1. Better attitude, bicycles don't belong to high-end consumption, so we must have a good attitude, can better consumption
2. Personal selling: Personal selling is a staffer goes directly to consumers or potential consumers of products and services to publicize the bicycle, to promote the sales goal.
3. Advertising: We use the way of paid to advertising information produced by the media release, to increase the impact and visibility, and establish the image of bicycles and products.
And we will retain spokesman to increase influence of our product.
This is my bicycle’s marketing plan.
因篇幅问题不能全部显示，请点此查看更多更全内容