Research On Marketing Strategy Of H Company E-cap Product

H company of yantai city,shandong province,is a leading enterprise in the bottle cap manufacturing industry in China,with the capability of high-technology research and large-scale product production,serving well-known wine manufacturers at home and abroad.In 2015,in line with the "Internet +" technological revolution,H company developed the QR code anti-counterfeit wine bottle cap product “e-cap”,which can effectively solve the problem of liquor product quality and safety traceability.Under the new market environment,how to establish and improve the new marketing system and marketing strategy to win the favor of the market and customers with product advantages is an important issue.This thesis takes the marketing strategy of H company's wine bottle cap product e-cap as the research object.Firstly,by studying the product marketing status of H company and combining with the actual situation of the company,the problems existing in its current marketing strategy are analyzed,which mainly include: in terms of product strategy,product differentiation advantage is not obvious,and innovation ability is weak;in terms of price strategy,the pricing method is not adjusted according to the new market changes,and the prices of supporting services are vague;in terms of channel strategy,single channel and insufficient resource integration hinder the further expansion of e-cap market;in terms of promotion strategy,the promotion method is single,and the relationship with cooperative associations and promoters should be strengthened.Based on the analysis of problems,this thesis begins to conduct in-depth analysis on the marketing environment,market segmentation,target market selection and target market positioning of e-cap product,so as to explore new ideas of product marketing.Then,put forward targeted marketing mix strategy suggestions,including product design remodeling,improve product innovationability;adjust pricing method and implement differentiated pricing strategy;construct the marketing network with direct channel as the main and indirect channel as the auxiliary,and integrate the resources to develop network marketing;carry out promotional activities in various forms,and pay attention to the role of advertising and public relations.Make necessary safeguards,including constructing flattening marketing organizational structure,strengthen the product quality monitoring,employee incentive system and standardized service,strengthen the marketing team culture constructionto ensure the smooth implementation of marketing mix strategy in order to improve the level of enterprise's marketing management,develops the company in marketing a wide road,promote transformation and upgrading of enterprises.Finally,the thesis concluded that enterprises should face up to the problems in the process of marketing products,formulated a series of scientific and effective marketing strategy to adapt to the market and make change,to help enterprises quickly open the market,win the initiative.H company is a representative enterprise in China's bottle cap manufacturing industry.It is expected that this thesis can provide references for other similar enterprises.