An Application Study On SWOT Method In Enterprises’ Marketing4C Strategy

With the application and promotion of new and advanced technology, productlife cycle shortens greatly, market space expands greatly and customer demand hasalso undergone a great change. They pay attention to the core value of theproducts,then shift to the form and exterior value of the products, Technologicaladvances enable enterprises in improving their core competitiveness, at the same time,make the competition more powerful. Competitor’s every act and every move willplay a pivotal role in the whole market competition environment. Enterprises needcompetitive intelligence playing a role in their work in order to know themselves andcompetitors when they implement marketing strategy. SWOT analysis method, as oneof the commonly used methods of competitive intelligence, makes a deep analysis ofthe enterprise itself and the external environment in the angle of S (advantage), W(disadvantage), O (opportunity), and T (threats). This helps companies to keep upwith the changes in the market at any time and adjust to the countermeasures to dealwith the complex and ever-changing market environment. It meets consumers’ever-changing demand, eliminates the consumers’ prejudice of marketing activities,and enhances consumer trust. It helps to concern about the development ofcompetitors as well as to take measures to deal with the situation. It is also helpful toenter the international market, and gain the initiative in the international competition.The combination of competitive intelligence methods and marketing strategies ofmanagement theory makes the contents plentiful and promote the development of thetwo disciplines to the deep direction.The article combines SWOT method and marketing4C strategy, using SWOTmethod throughout the marketing strategy to establish a complete marketing systemand application framework. It also elaborates connotation, principle, influence factorsand advantages and disadvantages of marketing4C strategy. At last, the article takesthe H group as the example to carry on case analysis and uses SWOT method toanalysis the strengths, weaknesses, opportunities and threats that H groups faces in theprogress of establishing marketing4C strategy. All these provide suggestions for Hgroups development in order to effectively achieve the goal of enterprise marketingstrategy. The case study results show that the application of SWOT method inmarketing4C strategy is the important foundation and key to the implementation ofthe enterprise strategy management. Hoping through this research, the SWOT method and marketing4C strategy put forward by this paper could conduct the marketingactivities in enterprise in the future.