Research On Marketing Strategy Of QX Company In America Under The New Situation

QX lighting company is the representative of domestic lighting enterprises,since 2000,has been committed to export to the United States market and achieved certain results.QX lighting company in the United States,however,the development of the market presents the obvious weak trend,while related to sino-us trade relations,but more because of the lack of a clear positioning and marketing strategy of the us market's lag,to a certain extent hindered the spread of QX lighting company marketing activities,and further develop new customers and new market.QX lighting company needs to clearly define its positioning in the us market and formulate reasonable marketing strategies according to local conditions to cope with market and environmental changes,so as to achieve sustainable development of the company.Taking QX lighting company as the research object,this paper analyzes the characteristics of lighting products,the development environment of the lighting market in the United States,the trade environment between China and the United States,and the external and internal environment of the development of QX lighting company in the United States,and finally discusses the marketing strategy and specific safeguard measures of QX company in the United States.First of all,in this paper,the current market development present situation and trend of the American market lighting products are introduced,including the United States the present situation of the market's overall environment and lighting market,such as consumer habits and the lighting market development,secondly,according to QX lighting company profile as well as the development present situation,using PEST analysis for the American market of political,economic,social and technological environment,using the potter five models are analyzed in detail QX lighting company in the United States the development of the market competition environment and competitiveness;Thirdly,through SWOT and STP analysis,specific analysis of strengths,weaknesses,opportunities and threats,as well as in-depth analysis of market Segmentation,Targeting and market Positioning,the marketing strategy is finally determined.Finally,the product strategy,price strategy,channel strategy and promotion strategy are elaborated in combination with the marketing strategy to meet the needs of customers.The marketing strategy of QX lighting company is improved by establishing the incentive mechanism of business performance evaluation,corporate culture and system innovation,as well as marketing organization and talent guarantee.This paper makes full use of PEST analysis,SWOT analysis,portfolio marketing theory and porter's five forces model to establish a complete theoretical framework.According to the analysis of QX lighting company's marketing strategy in the United States,it fully combines the lighting equipment in the United States market and the current marketing situation in the United States,and considers the current situation,characteristics and trends of sino-american trade friction.A complete set of marketing strategy implementation guarantee mechanism has been established to fully guarantee the implementation of QX lighting company's marketing strategy in the us market.