Research On Marketing Maneuvers Of Non-price Competition Of HT(China)Co.,Ltd.

Based on the theory of marketing management, it's discussed about the newest modes and tendency of marketing competition, also the limits of price competition and the importance/necessity of non-price competition under the upgrading of consumers'demands and advancing of social productivity. In this article, a detailed research is made for the main contents, background & conditions, theoretical basis and maneuvers of non-price competition. Finally combining with the situation of products features,competitive advantages and marketing success of HT (China) Co., Ltd., various scenarios of non-price competition are researched to win the end of marketing competition, and demonstrate the success of non-price competition maneuvers in best practice.Competition is the impersonal outcome of marketing economy, the core point is to create the products with specific functions and utilities which can be perceived and recognized by the potential customers in the objective market. In another word, the created products should meet the diversified requirements of customers, get recognized in the market by satisfying the customers'expectation and obtain the profits of company or enterprises finally.There are two kinds of competitions if we define it based on the most sensitive factor of product– PRICE: Price Competition and Non-Price Competition. Price competition is the result of market economic evolvement because the company's profit just depends on the difference between the price and the cost of products. On the initial stage of market economic evolvement, especially for the stage of seller's market, it's more rulable for company to control the price rather than other aspects of manufacturing & operations, so most of companies focus on how to adjust the price to obtain the more profits. But along with the further development of economy, the limitations of price competition emerges gradually because it's more difficult for sellers to control the price and meanwhile it's less for consumers to react the sensitivity of price, so most of company tend to adopt the maneuvers of non-price competition to take up the favorable market position.Therefore, non-price competition is the outcome which market economy develops at higher level, it has the advantages which price competition can not replace, it is also the strategic issues which all of present companies must think about if they want to obtain the long term sustainable development. The main modes of non-price competition include:– differentiating competition, service competition, promotion and advertising competition, strategic alliance, branding strategy and etc. In this article, the various maneuvers and stratagems of non-price competition are analyzed for the method, essentials, implementation and comparison of strong vs. weak points, especially for the most important stratagem– differentiating, a detailed analysis is done.