| The scientific instrument industry plays a key role in the economy of our country.Scientific instrument is an important tool to explore the world of science and obtain valuable information.From the perspective of national planning and development process,the scientific instrument industry has received strong support from the government.Along with the continuous expansion of the domestic market demand,the scientific instrument industry is going into the golden period.On the other hand,the scientific instrument industry is a technology intensive industry,customers need high property products.From the current market development,due to the late development and the weakness of our scientific instruments,the domestic market is basically monopolized by foreign manufacturers of large scientific instruments,which provides an opportunity for the scientific instruments agents.At this time,Wuzhou sunshine trading company came into being.At present,with the good prospects for the development for the scientific instrument market,there are more and more agents become into the market,with the company homogeneity seriously and competition fiercely.Therefore,it is the opportunities and challenges for Wuzhou Sunshine Trading Company,and at present,how to actively explore the market,to maintain profit growth,establish a set of compound own marketing strategy,enabling the company to talent shows itself from many competitors in the company,are becoming an urgent issue which need to be consideredThis paper firstly analyzes the marketing status of Wuzhou Sunshine Trading Company to find the problems of the company.Through the analysis of the macro environment and micro environment of the enterprise,we find out the favorable and unfavorable factors of the company.At the same time,using the SWOT analysis method to analyze the competitive advantage of the company.Both the competitive disadvantage and the opportunities and threats which we faced,providing the basis for the company to develop a reasonable marketing mix strategy.Secondly,through the researching of internal in the company and the understanding of the company's marketing situation,using the STP theory,can help companies determine the target market,and clear the position of the company.Finally,we develop the appropriate marketing mix strategy for the company from the product,price,channel and promotion: for the products,we can mix the products,improve the quality of service,build brand awareness;for the price,we can use differentiated pricing and bidding strategy to help companies better access to market share,increase profits,enhance the brand position and reduce the operating risk of the company;for the channels,we can establish channel model of regional agency,assist the development of the company,embrace the Internet,and use the network channels to expand the company's business;for the sales promotion,we can use personal selling,price promotion,advertising and public relations strategy to enhance the company's sales.In addition,after the company formulates the corresponding marketing strategy,in order to ensure the smooth implementation of the company's marketing strategy,formulate several marketing safeguards,including the development of a sound marketing organization,strengthen the construction of marketing team,strengthen marketing control,establish a perfect market information system and establish a sound financial system.We hope that we can help the development of the company through the adjustment of the strategies above.Wuzhou Sunshine Trading Company is a representative of the industry in many small and medium-sized enterprise agent,therefore this paper has the certain reference value for analysis of the other enterprises in the industry. |
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