A Company’s New Product Marketing Strategy Research

To win the competition, the marketing strategy of the enterprise should not only be satisfied with "meet the needs", but also "know the wants". That means accurate positioning is the key of marketing strategy in modern enterprise management. Compared with the trigger market in American and European countries, the trigger market in China is developed later. And the consumption and usage habits in China market are quite different from these in mainstream markets which make the trigger applications in China limited. However, with the development of global economy and the rapid growth of the Chinese market, the market capacity and the development prospects of the domestic trigger market is optimistic. A company, as an industry benchmark enterprise with 50 years development history, which has the abundant marketing resources and mature technology innovation system, puts its most effort on seeking more opportunities in the disorder China’s trigger market.In this paper, A company was taken as the research object, the problems of the new product marketing performance of 2014 was discussed. According to the relevant marketing strategy theory, the author introduced the history and current situation of the China’s trigger market, revealed the causes of this disorder market, and analyzed the market demand of the innovative technology. Meanwhile, the author introduced A company’s current business situation and market position, with the enterprise’s internal environment research as a starting point, deeply discussed the practical case of A company’s new product promotion. Based on previous research and related theoretical basis, the author diagnosed the main problems affecting the marketing performance through questionnaires. According to the consolidation of the interview results from the industry veterans, the effective recommendations of realizing the value of innovative technologies was provided. The author finally defined the selling points of A company’s innovative trigger product and the targeting based on index assignment, and made a point of strengthening distributors coordination. This paper is also expected to provide reference for the same type of local enterprises through the case study of the trigger market benchmark enterprise, and to create a healthy and orderly competition environment for the Chinese trigger market.