Research On The Improvement Of Marketing Of Hangzhou Ying Li Company

With the development of digital application technology,the competition in digital product industry is also more and more fierce.As a R & D and manufacturing enterprise of digital TV Headend system,Hangzhou Yingli Company is not optimistic about the current competitive situation in the digital product industry.The main performance is that there has been no obvious increase in sales volume for three years in succession,and the ranking of industries has always been relatively good,Of the customer reviews but did not form a word-of-mouth effect,and the most important profit margins diminished year by year.The most important reason is that there are many deficiencies in marketing strategy.Therefore,it is of great significance to analyze the status quo and problems of Ernst & Young's marketing strategy and to design an improvement plan and implementation measures for the company's marketing strategy.Under the guidance of marketing theory,this thesis conducts a more comprehensive investigation and analys is of the marketing environment and marketing strategies faced by Yingli Corporation.In order to improve Yingli's product sales and expand its market influence,we d esigned the improvement plan of products,prices,channels and promotions.And then put forward the implementation steps,safeguard measures and expected effect of the improvement strategy of Infineon's marketing strategy.Emphasizing that Yingli company should emphasize the quality of the products and ancillary products services and improve prod uct strategy;establish a systematic pricing mechanism,the implementation of differential pricing strategy;combined with the Internet to carry out marketing activities,relying on the network platform to expand the channel width and intensity;and establ ish a product of experiential marketing model,to support the promotion of online services strategy.In order to ensure that these improvements can be implemented,it is necessary to safeguard the marketing team,corporate system,corporate culture,human resources management and marketing incentives.This article is based on the background of the Internet marketing era,combined with the actual Yingli of the company marketing,profitability of the company's marketing strategy to improve programs and implem entation measures,both to help Yingli companies gain greater market performance,but also for similar digital television enterprises Marketing activities have a certain reference value and practical significance.