Research On Optimization Of Marketing Strategy Of S Company's Q Battery Products Based On 4C Theory

The disposable battery industry belongs to completely competitive industry.The current market tends to be saturated and the market demand is short of new outbreaks;the whole domestic battery industry is in the stage of excess capacity with fierce competition.Facing the products entering the mature period,what kind of marketing strategy is adopted to maintain company's market share and provide stable development and economic support for the transformation of the company is particularly important.This text analyzes the relevant theories and research achievements about marketing strategy home and abroad,and combines the modern marketing situation of the product in mature period in China,using case analysis method,starting with the marketing bottleneck of the Q battery products in S company,in order to understand the life cycle status of the battery products and its population,market,technology,political and other environment.Based on the characteristics,we further explore the basic structure and marketing strategy system of the Q battery products in S company and the existing problems.The research results show that the battery industry is overall overcapacity with fierce competition in the market.The Q battery products in S company are facing the following influences such as: cost pressures,brand awareness,Internet plus environment.Lacking of new consumers is the key problem that S company should pay attention to it.In the product marketing strategy,the Q battery products in S company have not enough depth of product portfolio,shortage the expansion of sales channels,and lack of sufficient loyalty in communication with customers.Based on the above analysis and the 4C theory,this study proposes the marketing strategy optimization based on consumer demand and the optimization of product pricing strategy based on customer consumption cost as well as and the optimization of the marketing channel strategy based on the convenience of customer consumption.Finally,it is suggested that improving the service level to maintain a long term win-win relationship between S company and the loyal customers is needed which is based on the loyalty of optimization program of the customer communication strategy.Besides,in order to achieve the above marketing strategies,relative safeguard is a must.In view of the characteristics of Q battery products of S company,this study proposes that enterprise should provide environmental support including introducing advanced technology,optimizing old brand image,strict quality control,optimizing organizational structure,making effective performance appraisal system and perfect salary system.While building strategic partnership,building a consultative marketing system and subdividing the marketing system are also important.