Research On Marketing Strategy Of Biometrics Business Of Hunan Chuanghe Technology Company

With the advent of Internet age and the development of smart cities construction,biometrics has been integrated into people's work and life as the most safe and reliable means of identification.In recent years,the national multi-ministry has issued policies from the strategic level to support the application of biometric technology in public administration and smart cities construction.Thus,the biometrics industry quickly attracted the focus of enterprises and capital,the market competition is increasingly fierce.Therefore,the research of marketing strategy of biometrics business is very important to the development of biometrics enterprises in the current fierce environment.This paper takes Hunan Chuanghe Technology Company as the research object,from the marketing point of view,firstly,expounds the marketing related theories and the biometrics business application and marketing status,reviewes the research status.Secondly,this paper analyzes the marketing environment of Hunan Chuanghe Technology Company by using PEST analysis method and analyzes the current competition environment and main competitors.Based on the existing resources and capabilities,this paper uses SWOT analysis method to explain the advantages,disadvantages,opportunities and threats of Hunan Chuanghe Technology Company,which is the basis of designing the next marketing strategy.Thirdly,this paper analyzes the target customers and market orientation of Hunan Chuanghe Technology Company based on the market demand of the biometrics industry.Aiming at the target market,using 4Ps strategy theory,this paper designs marketing strategy for Hunan Chuanghe Technology Company from four aspects:in the product aspect,the company need to strengthen the core algorithm,promote product development and improve product quality,and implement high price and high-quality strategy in the price aspect;In the marketing aspect,the distribution channel and the network sales channel are carried out simultaneously.In the promotion aspect,it is necessary to strengthen the marketing propaganda and the construction of public relations,build model engineering and expand the influence.At the same time,this paper draws up the implementation steps of the marketing strategy and expounds the safeguard measures from four aspects:human resources,technical ability,risk control and talent construction.Based on the market research and industry analysis of the biometrics industry,the research results of this paper have been combined with the actual situation of Hunan Chuanghe Technology Company which has guiding significance for the next marketing direction of the biometrics business in Hunan Chuanghe Technology Company.At the same time,scholars in various fields have less research on marketing strategy of biometrics recognition.It is hoped that this paper can fill this gap and bring some reference to the enterprises in biometrics industry.