Research On The Marketing Strategy Of V Enterprise During The Period Of Strategic Transformation

Today,China's economic development is experiencing the transformation of the old system to the new constitution,the transformation of economic development mode,the economy from the capital to enter the era of innovation driven innovation,industrial structure is in a period of great adjustment.Domestic enterprise business model innovation,resource optimization,organization and management of change and product upgrading of the acceleration period,many enterprises are in a new strategic transition period.At present,the domestic real economy affected by the overall downturn pattern has not changed,is to produce a surplus,the sharp drop in exports,investment and consumption weakened passive and other significant features,innovation and transformation of the enterprises to actively seek change and business models.V enterprise is the change process of the domestic market environment in a typical high-tech enterprises,since the company was founded in 10 years,focusing on large screen display equipment market(Multi-Vision Display,hereinafter referred to as: MV market,independent brand)gradually build a relatively perfect B2 B business model and marketing system,not only has the independent research and development supply chain management and channel network,and the market in the industry to establish a benchmark brand.However,the market after a sustained development and precipitation years,all domestic independent brand manufacturers and foreign manufacturers also have to compete for the rapid growth of market segmentation,market "cake" profit,V enterprises are faced with hitherto unknown competition.Start the domestic economic growth slowed from 2013 and decline,a major adjustment stage into the market structure,the overall MV market also affected by the environment policy,the domestic market is large,the market compound annual growth rate continued to decline,V enterprises have suffered the hitherto unknown performance decline,shrinking profits,market competitiveness weakened crisis.V enterprises to carry out a series of business strategic transformation of thinking and implementation.This paper is based on the 2013 domestic market environment changes before and after the V enterprise to respond to market changes,to solve the bottleneck of the process solution provider in transition from a traditional hardware manufacturers to industry R & D and production of visualization,analyzes its key success factors,and through the actual analysis of successful case analysis,combining with related marketing theories.Further elaborated how the market marketing strategy,the importance of strategic transformation needs,and finally summed up the new market environment and customer win-win marketing value proposition.V enterprise after 10 years of rapid growth achieved success in the market,one very important factor from "strong marketing",including the most suitable for the market environment of B2 B business model and the "smile curve" strategy that has independent intellectual property rights of the innovative research and development,the industry's most complete channel sales model has the industry's most extensive coverage and regional channels and a strong sales team.But faced with new products and new business,new strategies,new demand,the inherent traditional marketing methods,ideas and constraints of the market development.To this end,constantly trying to adjust,change from a diversified platform hardware sales to visualization solutions,based on product morphology,regional characteristics and industry have different customer needs to develop the market strategy,re organization hired industry experienced technical consultants or senior experts to participate in the marketing strategy design,in combat in the market to find out now the initial results of the method.Hope that through the actual case analysis of this paper,can give the peer or other small and medium-sized technology companies to provide reference and reference.The macro environment of the current enterprise is undergoing complex and unpredictable changes,resulting in a different from the traditional competitive environment of the new situation.At the same time,the micro environment faced by enterprises is also affected by the outside world.How the internal and external environment changes,the company's strategic objectives in a timely manner to adjust to adapt to environmental changes and seize the opportunity,is the fundamental problem facing the enterprise.This requires managers to maintain a clear understanding of the dynamic changes of the internal and external environment,sensitive and timely response to crisis,combined with its ability to promote the strategic transformation,and ultimately find the development way of customer value and win-win.