Research On Marketing Strategy Of KH Optics Ltd

As the Chinese economy enters the new normal,consumption transformation and upgrading have quietly occurred in all walks of life.The glasses retail industry is no exception.According to statistics,the retail sales of optical glasses in China reached50.5 billion in 2017,an increase of 11% year-on-year.In 2017,the Chinese glasses market performed well,but the growth rate has begun to slow down.At present,China’s optical retail industry is in the transition period of the industry.Small and medium-sized optical retail enterprises are faced with the adjustment of business model and the optimization of marketing strategies.In the context of today’s changing industry adjustments,the traditional optical retail industry faces many challenges,and even some companies are caught in business difficulties.Since the second half of2014,the traditional glasses retail industry has seen“closed shop tide”and“running tide”.Compared with traditional optical retail stores,optical glasses sales of network optician companies,hospitals,new retail model glasses companies have grown rapidly and become the new favorite of consumers..In the new round of industry reshuffle,traditional optical retailers are suffering from several major problems: First,the homogenization competition is fierce.Second,operating expenses are rising.Third,the turnover rate of the goods is too slow.Fourth,suffering from e-commerce shocks.Fifth,emerging strong brands and mature foreign brands have accelerated domestic distribution and market share has been squeezed.The research object of this paper is KH Glasses Co.,Ltd.,which is the same as other small and medium-sized glasses companies.The company faces problems such as rising operating costs,increasing market competition,and large inventory pressure.This article,combined with KH Glasses Co.,Ltd.,after a detailed understanding of the company’s profile and marketing status,find out the problems of the company’s marketing strategy and analyze it.This paper first analyzes the company’s marketing status and problems,and analyzes the product strategy,price strategy,place strategy,promotion strategy,people strategy,physical evidence strategy and process strategy to find the company’s marketing crux and problems.Combined with the company’s external marketing environment analysis and direct marketing environment,it analyzes the key factors that determine the future development direction and influence the marketingefficiency of the company from the macro level.Combined with SWOT analysis,the company studies the strengths,weaknesses,opportunities and threats of the company and proposes countermeasures.After analyzing and diagnosing the company,the company helped the company to position itself in the market.Using STP theory,consumers are classified according to purchase needs.This article combines the company’s business philosophy and current situation,suggesting that the company is positioned as a low-end consumer market,positioning itself as: cheap glasses,professional and comfortable.This paper uses the 7Ps related theory in marketing theory to sort out the marketing status of KH Glasses Co.,Ltd.,and proposes the optimization plan of marketing strategy based on the current situation of the company.Proposed reasonable and reasonable suggestions and implementation steps for the marketing problems encountered by the company.Finally,this paper proposes the implementation of the marketing plan from the three levels of human resources,cultural construction and brand building.I hope this article can help the company out of the marketing dilemma and improve the company’s competitiveness and profitability through the application of the conclusions of this study.And hope that the research conclusions of this paper can be used for reference to other similar enterprises.