A Study On Marketing Strategies Of TR Analyzer In LD Company

Analytic instrument industry is closely related to various industries and the development of China's science and technology.Institutions at home and abroad attach great importance to the research and development of analytic instruments,but no equal importance to the marketing strategy research,and even less importance to marketing strategy research of analytic instruments in small agency companies.In this paper,we will focus on the marketing strategy research of TR products of LD,the agent.Based on the industry background and my years of work experience,we will analyze the existing problems in the marketing process of TR products and formulate corresponding solutions to the problems and programs for the implementation of the solutions.We attempt to find out the specific problems through the detailed analysis of LD Company and the current situation of the marketing of TR products,and analyze the advantages and disadvantages of the marketing of TR products.Then we will analyze the external marketing environment based on PEST model and Porter five models,select the target market by STP tools and design the marketing strategy according to 4P tools,and finally we draw the conclusion that the programs for the implementation of the solutions to the problems can be carried out from the following three aspects,namely,marketing team building,customer relationship management and performance evaluation.At present,the main problems of the marketing of TR products are lack of accurate market position,the corresponding marketing strategy,and imperfect customer relationship management.Product strategy is mainly divided into three aspects.First of all,it is the product target.TR master model with a special customization service should be selected and provided to high end market for battery industry with special parameters.At the same time,the overall solution should be provided to customers through the loose alliance of related suppliers,thus customer satisfaction improved by Internet plus database.In terms of price,the pricing strategy with high price and high service level should be adopted.In terms of promotion,combination of various approaches should be adopted,namely,policy-driven approach,advertising promotion,professional seminar and personnel promotion.In terms of service,the strategy of the combination of online and offline services should be employed.For online services,online service platforms should be established through the existing social softwares to improve service efficiency and service levels.Offline services include the establishment of the target customer database,technology exchange,free equipment trial and regular visits and other service strategies.