Research On Lantern Product Marketing Strategy Of Company A

With the rapid development of economy in China,the continuous strengthening of the comprehensive national strength,the continuous improvement of national cultural self-confidence,some traditional products with distinctive national cultural symbols gradually from recession to revival.In this case,it requires use distinctive marketing means to further accelerate the promotion of a large number of traditional products with rich cultural connotations in the era of global integration to achieve their intrinsic value.The use of innovative marketing strategies can effectively stimulate the national enthusiasm and consumer demand of consumers,and greatly expand the national industrial market.However,there are still many traditional product marketing methods still keep up the traditional marketing mode,which greatly restricts the development of such industries.In this dissertation,it takes the lantern product of Company A in Quanzhou as the object of study,through the actual field investigation and combines with marketing strategy theory to research.First of all,this dissertation analyzes the internal structure and operation of Company A in detail,and makes an in-depth study of the marketing status of its main products.Secondly,it takes Company A as the entry point to understand the current development status of the lantern industry,and through Porter’s five forces analysis model analysis of the competitive situation in depth which company A facing.Then,on the basis of a full study of the internal and external development status of Company A,a detailed analysis of the company’s products under the current marketing strategy cannot meet the needs of modern customers,sales channels are too single,customer stickiness or loyalty is not high,do not reflect the cost advantage and derivative products or crossover product development and other practical problems.Finally,in view of the above problems,it is suggested that company a further clarify the marketing principles and general ideas,and actively explore various marketing strategies in line with product characteristics,the overall marketing strategy of the company is improved from the following aspects: market segmentation and classification,marketing on the basis of customer demand,broadening marketing channel,strengthening customer stickiness,establishing reasonable price system and product diversification(derivative)marketing.This dissertation T is composed of theory explanation,problem posing,research problem,optimization scheme construction and implementation and corresponding safeguard measures.It studies and formulates a complete scheme for the product marketing strategy optimization of Company A.The optimization of the marketing strategy is not only to improve the sales volume,expand the market share and enhance the brand value of Company A,but also to find the integration point of marketing theory and traditional culture-related product marketing,for similar enterprises to provide specific marketing strategy operable reference.