Research On Marketing Strategy Of Han’s Iaser Co.,Ltd

After the 2008 financial crisis, laser equipment manufacturing industry as the economic recovery and has shown a good momentum of development of laser industry, the market has entered a period of rapid development, but the past two years with the decline in the products of technological innovation and manufacturing cost, the laser industry access threshold is more and more low, the market competition is day by day intense.Marketing as an important means of enterprise development, is the enterprise the smooth realization of product sales, an important source of profit, enterprises through the application of the marketing strategy, the product successfully to the market, and make the target consumers are concerned with the well known, the use of marketing strategy appropriate to expand enterprise product awareness, but also can make enterprise products to occupy a larger market share, gaining a competitive advantage. So the market marketing strategy has been for the enterprise managers pay attention.Han’s laser, is a professional engaged in industrial laser equipment manufacturing listing Corporation, is the largest in Asia, the world’s third largest laser processing equipment manufacturers, professional commitment to research and development, production and sales of laser processing equipment. Development so far, although the market is basically stable, but the market in the industry continues to expand the scale of the period the company market share has been difficult to ascend. How to use the marketing strategies effectively, show its own advantages to seize the market, is the key research problem. To study and solve them, not only has the vital significance to the further development of Han’s laser company, and hope to provide new ideas for the development of laser equipment manufacturing enterprises.This paper is mainly based on the basic theory of marketing, the use of STP theory, Potter’s five forces and SWOT analysis method, take the combination of theory and practice, the related theory of marketing to make use of the Han’s laser, the company marketing the specific implementation strategy. The paper first marketing theory to carry on the summary analysis, and the combination of Han’s laser company and the actual situation of the market, analyzes the status of the company development, industry, SWOT analysis of the company’s market environment, to find out the main external opportunities and threats, and an analysis of the internal resources of the company’s strengths and weaknesses. Through specific analysis on the present status of the implementation of Han’s laser company marketing, to enhance the company’s core competitiveness as the goal, embarks from the concrete content of product, price, channel, promotion 4C marketing theory, puts forward the concrete solutions, in marketing must pay attention to the needs of the market, the products of the company must meet the diverse needs of customers, improve the quality of products and services through the quality of the company, improve customer satisfaction, cultivate loyal customers, establish a corporate brand, differentiated marketing strategy.