Marketing Strategy Research Of The R & S Company In Wireless Communication Market

Rohde & Schwarz , As one leader of the wireless communications test equipment market, in the face of wireless communications technology, while constantly updated, is also facing more competitors in the fierce competition, resulting in lower product sales margins . And the company's wireless communications test equipment such as mobile phone tester, spectrum analyzer, signal Generator and other traditional test instruments, and constantly attacked by rival low-cost strategy, How to maintain market share, and how to maintain the profitability of products . And how to expand the company's Vector Network Analyzer market share? To ensuring a 15% annual growth requirements following Rohde & Schwarz company's rule, to do in-depth strategic analysis through the use of marketing knowledge, marketing management, the use of PEST model, SWOT analysis model, five forces competitive model.Depend on the external environment and internal environment of the in-depth analysis of the Rohde & Schwarz of existing threats and opportunities, as well, and competitors compared to the gaps and strengths, based on marketing theory, from brand strategy, product strategy, pricing strategy, sales channel strategy, put forward the corresponding marketing implementation of the strategy to achieve the Rohde & Schwarz continue to expand product market share, growth rate required to maintain the company as well as wireless communications test equipment market, profitability and sustainable development.Through the above analysis, the author believes in the brand strategy, ROHDE & SCHWARZ should continue to maintain its high-end test equipment provider's brand image, ensuring products of high added value, while the low-end test equipment market with other brands– HAMEG, to expand their low-end product market share. In the product strategy, in addition to their own advantage to maintain mobile phone tester, spectrum analyzer, signal Generator, and other products, To expand the vector network analyzers, oscilloscopes and other instruments larger market share, ensure the company's sales continued to growth. And the establishment of more sales channels, and a more comprehensive pre-service system, strengthen the network marketing and technical support to the Chinese website, so that products can reach more small and medium sized customers, ensure the company to further expand market share.