An Analysis Of Marketing Strategy Of LM Company

With the development, innovation and adjustment of the market trend, all kinds of enterprise are beginning to go international, intelligent and informationzed, accompanied by fully utility of innovative theory and advanced technology. With the development of the age, all of these are going to affect the way of how modern people living, working and thinking, also make impact on the changing of the development direction, management ideas and management philosophy in different enterprises.Print service industry also follows the trend. Currently, the main development trend of Print service industry is as following. First, sales channel becomes flat. Second, color office popularity. Third, leasing normalization. Forth, package solution strategy. Fifth, MG strategy. Sixth, remote maintenance service. Main manufacturers should take responding countermeasures to grasp the market by combining self characteristics and customer situation to follow the trend of marketing development and trade tendency, in order to win the market share.Under the trend of the development of these industries, companies provide customers with regular hardware products to meet the basic needs of the office, and at the meanwhile, companies must customized ways to improve customer a new concept of perception -MPS (Managed Print Service)Combined with the status of Lexmark, we summarize the main problems that exist in the current marketing through targeted interviews and questionnaires.Referring to the literature of managed print services domestic and abroad, we make MPS strategic direction, and new MPS marketing system is built based on 7Ps marketing theory and customer perceived value theory. This new marketing system provides a strong operational, practical and scientific tool for MPS marketing strategy of Lexmark. The combination of theory and practice enhances core competitiveness of Lexmark, and lays a foundation for Lexmark to compete for a number of Japanese brands.In this thesis, new ideas of Print service industry marketing system exploration and development; profit increases; satisfaction improvement are provided by studying on cases of MPS marketing system of Lexmark. The study also promotes energy saving, cost savings, working efficiency and other social functions and have a great significance for reference of the whole Print service industry.