Study On The Market Strategy Of RT Intellectual Property Company

With the advent of knowledge economy era,an increasing number of enterprises choose to outsource their intellectual property business for reducing costs and improving competitiveness,which objectively promotes the prosperity of intellectual property service market.In the meantime,as the employment difficulty for Chinese graduates constantly evolves,self-employment of graduates also becomes a new social tide.Correspondingly,the massive demands for intellectual property services derived in this process also provide powerful internal support for the further development of intellectual property service market.However,in the macro environment,the infringement of intellectual property is still serious in China.To solve this problem,the Chinese government has issued a series of specific and feasible policies,offering vigorous support for the standard and healthy development of intellectual property service market.As a representative enterprise for intellectual property agency service in Guangdong province,RT Intellectual Property Company often carry out marketing activities,which is of crucial positive significance for the overall profitability and brand building of the company.Therefore,studying its marketing activities can not only provide theoretical and data support for the further optimization of the marketing strategies of the company,but also exert certain practical significance for the further development of intellectual property service market in China.Through literature method,analytical method,and data analysis method,this paper studies the marketing problems of RT Intellectual Property Company since the current market economy enters the new normal stage.With the service marketing of RT Intellectual Property Company as the research object,this study firstly combs the research results of relevant literature and theories,then introduces the company,and finally briefly analyzes the basic situations of the marketing activities implemented by the company at the present stage.To grasp the marketing situation of RT Intellectual Property Company more deeply,this paper firstly analyzes the macro environment for its marketing through PEST theory,and then discusses the micro environment for its marketing via SWOT theory.Finally,it returns to 7P's perspective,and offers detailed optimized solutions from aspects of products,pricing,sales channels,promotion,service process,physical display,and human resources.As the research findings reveal,though the social,economic and political environments are favorable during the company operation process,the external competition is fierce and the internal marketing concepts and means have certain improvement space.Serious problems are rising in the number of professionals,market orientation,policy opportunities,the establishment of 7Ps marketing philosophy,weak service awareness and informatization construction.Therefore,from the perspective of 7Ps theory,this paper proposes product optimization strategies,including emphasizing electronic agency business innovation,designing new products based on customer demands,actively developing agency products,grasping the policy guidance to seize market opportunities,establishing new marketing channels,and developing the differentiated service.Besides,it puts forward the price optimization strategies,including valuing the service pricing strategy,innovative pricing model,improving cost accounting,enhancing service level,and setting up flexible price mechanism;as well as channel optimization strategies,including the delivery mode,the distribution selection,the service delivery of virtual space,and channels for targeted markets of the intellectual property service.Besides,multi-promotion optimization strategies,such as regular promotion and online promotion;the service process optimization strategies like standardized service,establishing customer-centered service thought;and targeted optimization for the physical display strategy and personnel strategy are also proposed.Through the research of this paper,the author hopes to provide some new thoughts for the healthy development of intellectual property service market in China,and lay solid scientific basis for the smooth realization of grand “Chinese Dream”.