H Sound Marketing Strategy Research

With the good performance of macro-economy in China and improvement of people's living standard, entertainment industry is further booming, as a result, there is great potential market share for acoustics equipment, which brings to growth of China's acoustics industry. But the latest study in China Electronics News shows that only 21.5% of city consumers are planning to purchase home cinema equipment in the near future. Why does it unable to attract the consuming appetite of the remaining 80% families? The reasons relate to consuming groups themselves as well as to the producing and managing flaws of firms. Most importantly, how to promote the products to push sailing has become a key problem of all the acoustics firms. As a whole, recently sales promotion in acoustics industry exits two problems, the methods of promotion are simplified and costs-wasting. On the one hand, few efficient promotion methods are used to increase sail of firms. On the other hand, the composition of promoting input is unreasonable, namely input– output is disproportionately, resulting in wasting of promoting fees.Being a representative firm in acoustics industry, H Acoustics Company has attempted to improve its sales promotion in recent years. However it has carried out its sales promotion activities in light of experience and never analyzed deeply. Also it is puzzling with the questions such as efficient combination of sales promotion models and profit maximum of input expenses. Through searching lots of documents and data bases, the author finds that there are numerous documents about sales promotion but small quantitative analysis. As to special quantitative study for sales promotion in acoustics industry is even fewer. The author hopes that this paper could offer a resolution for H Acoustics Company and spark some sparks on sales promotion of the whole acoustics industry.There are three parts in the paper, including analysis of the factors affecting H Acoustics Company'promotion strategy, analysis of the decision in combination of promotion and suggestion for H Acoustics Company. Firstly, the paper studies the factors affecting sales promotion, such as inside and outside environment, goals of sales promotion, factors of marketing, districts, sales seasons and promotion expenses. There into, method of questionnaires are used to analyze districts factors. Then regression and linearity programming methods are used to analyze money input of current promotion combination in H Acoustics Company and the paper gets a reasonable proportion of promotion input to increase H Acoustics Company's sales on current conditions. Finally the paper makes overall suggestion on sales promotion strategy for H Acoustics Company.