The Research Of Marketing Strategy On BM Company

As the indispensable equipment in modern daily office,almost every company or organization units have more or less all kinds of printers.Laser printer is the most widely used printer,its consumption in the process of work mainly are the drum unit and toner.Drum unit as the main products of domestic general consumables industry,with the rapid development of economy in our country,also has been got a sharp growth.Coupled with the central government has gradually increased purchasing proportion of domestic products,the cartridge industry ushered in the development opportunity once again.The author has been working in BM co.,LTD for years which is private small company manufacturing and selling cartridge as its main business.In its early stage of development,due to enter the industry relatively early,BM company has obtained certain development.In recent years,as the world economic growth and market gradually saturated,domestic general consumable industry is faced with the threat of reshuffle.Due to does not pay enough attentions to brand marketing for long,there are few product feature and relative competitive advantage,therefore appeared a negative growth trend in BM company.As a small company,if one want to get a place between the increasingly competitive market environment in this industry,strengthening the marketing efforts and innovation become the only breakthrough.The purpose of this study is to design a new marketing strategy for BM company,to ensure that its business continue to develop healthily.At first,this paper reviewed the present marketing situation and the existing problems of BM company on the basis of summarizing the related theory,and then analyzed the external environment of the whole industry situation,the all aspects of the micro environment of this enterprise and its advantages,disadvantages,opportunity and threat,to find out the right target market and market positioning,finally worked out a set of feasible marketing strategy,simultaneously,adding an comprehensive implementation of safeguard measures,to ensure the effect actually.This paper apply the method of qualitative analysis mainly,through interviewing with a large number of industry experts,complementing with the author's many years experience of related work.For each point of the 4P on the strategy all has own comprehension,this paper have high reference value both to BM company and other small and medium-sized enterprises in this industry.But as a result of most of the research results in this paper lack of sophisticated data model to validate,this paper has certain limitations.