Marketing Strategy Optimization For PZ Company

The research target and scope of this paper is to study and design the marketing strategy optimization solutions for PZ Company,with the background of its relevant industry features and development status.Display fixtures are used to set off the products to improve the display collocation in commercial space,which mainly embodied in display products,commercial equipment and facilities.Nowadays,the fixture displays application has penetrated into all walks of life,different industries use different fixture displays.PZ focus on exporting business,its products are mostly for high-end brands stores' displaying like clothing,bags,cosmetics,jewelry and other brand stores,and it provides store display design,installation,maintenance,after-sale services,etc.Although the company revenue has always been on the rise since its establishment in 2001,with the influence of the international economic downturn and internal cost increasing,the total profit margin has been decreasing year by year.How to design better marketing strategy to increase the total profit margin becomes the most urgent problem needs to be solved.This paper uses PEST and PORTER five-force model analysis,to understand the basic situation of the display fixture industry.Then with the SWOT analysis,find out the main marketing issues: unclear positioning,inflexible pricing,single marketing placing,and lack of professional promoting.With these analyses,the optimized marketing strategy has come out: adjust marketing positioning,optimized product structure,set flexible pricing system,improve and innovate marketing placing,build up new promotion package.Finally,put forward the guarantee measures for the improved marketing scheme's implementation.We strive hard to improve PZ Company's marketing strategy through research of its current marketing strategy,in order to enhance its core competence.Meanwhile,this paper shares good reference value to other domestic display fixture enterprises,and helps them gain more advantages in market competition.