| With the rapid economic development and increasingly sophisticated technology,‘Made in China’ is making changes to ‘Mind in China’.Benefit from the advent of ‘Made in China 2025’ and the 13 th Five-year Plan,the Chinese manufacturing industry is ushering in a new round of spring.Under this environment,the aerospace,biomedical and security monitoring industries are thriving.As a supplier of these downstream industries,the optical lens industry has made great strides in terms of market share and technological innovation.However,the fiery market environment has brought about a fiercer competitive environment.But most optical lens enterprises are still sticking to the old marketing methods of traditional manufacturing industries,making the enterprises gradually lose their competitive advantages in this wave.Therefore,how to formulate suitable marketing strategies to improve the core competitiveness of enterprises is very important.This article will first review the relevant theories of marketing strategy,high-tech enterprises and industrial enterprises’ marketing to make some reference to the previous research on the marketing strategies of enterprises in these two backgrounds.Secondly,this paper takes Company A as an example,firstly analyzes the macroeconomic environment of optical lens industry with PEST,and uses Porter five forces model to analyze the competitive environment of the industry;then uses SWOT analysis to find the strength,weakness,opportunity and challenge of the enterprise.The macro to the micro environment lay the foundation for the proposed marketing strategy.Thisarticle uses DEA to choosethe target market,the based on the marketing mix theory such as 4Ps,this paper gives the marketing strategy recommendations from the four dimensions including product and service,price,channel and promotion.According to the characteristics of industrial enterprises,this paper proposes that enterprise could use the key account management to provide special attention and service to those who contribute much to the transaction amount.Finally,in order to guarantee the effectiveness of the strategy that put forward in this paper,this paper sets forth a detailed plan and forecasts the marketing risks that may arise in the implementation and puts forward the corresponding safeguard measures to reduce the probability of occurrence of the risk. |
