Based On The IOT Environment AD Company's RFID Label 4R Marketing Strategy Innovation Research

In the twenty-first century,with the rise of the global Internet of things,the rapid development of automatic identification industry abroad,the domestic automatic identification industry has also undergone great changes.As one of the core products of the Internet of things,RFID tags have become the focus of market attention.As an american-funded enterprise in China,AD company has inherent product advantages and occupies a place in some domestic industries,but it does not pay attention to the planning and innovation of marketing strategy in the development process.Although the Internet of things market has been developing well in China in recent years,the rapid growth of the market,the entry of a large number of manufacturers and the redundancy of equipment and production capacity have driven the price of the whole industry down rapidly,and the profits have been correspondingly lower and lower.When the industrial era turns to the Internet era and then to the Internet of things era,the core of brand value gradually turns from "the relationship between things" to "the relationship between people".In such an industrial environment,it is necessary to study the marketing strategy of RFID label enterprises,and innovate on the basis of traditional industrial product marketing strategy to make it more in line with the characteristics of The Times.In the post-economic era,the marketing "from 4P to 4R" era coincides with AD company's marketing strategy in the Internet of things environment.Therefore,this paper will study AD company's marketing strategy using 4R marketing theory with new era characteristics.Based on AD company as an example,this paper on RFID tags with knowledge of the Internet of things,on the basis of using the market marketing theory knowledge,analysis the AD company's existing marketing environment,from the angles of micro macro PEST and SWOT analysis of the competition,the advantages and disadvantages of several factors affecting the RFID tag demand,in-depth analysis of the Internet of things industry and automatic identification industry development present situation and future development trend.Identify AD company's strengths and weaknesses,opportunities and threats,and find the source of the problem.Finally,according to the above analysis results,the strategy of AD company based on 4R marketing theory is formulated,so as to solve the existing problems and potential risks of the company,and provide ideas for continuous improvement in the future.At the same time,it also provides reference for product-related enterprises of the Internet of things.The immature industrial chain requires benchmarking enterprises like AD to establish industry standards and norms.