Case Study On Marketing Strategies Of Virtual Reality Entertainment Equipment Of D Company

A large number of small and micro enterprises,which have been brought out by the mass entrepreneurship and innovation,will converge into a huge kinetic energy and form a new engine of China's economy.Due to small scale,few personnel,weak resources,small and micro enterprises often lose out in a big way in the market competition.As a small and micro businesses which is at the beginning of the establishment in the virtual reality industry,D company,who researches entertainment equipment and applies them in production is in the face of the opportunities for industry development and the fierce competition in the market with problems such as single sales channel,weak sales team,lack of channel strategy planning,not high overall quality of the marketing team,etc.It is very fundamental to improve the accuracy of product market positioning,allocate marketing resources rationally,make a reasonable and effective marketing strategy and to make the proper marketing portfolio strategy.This paper makes an in-depth discussion on industry competition of virtual reality entertainment equipment and marketing development strategy of D company in form of case study,which is based on collection of relevant literature and data domestic and international,and with the work of research and discussion on marketing theory.While working on research of marketing strategy,the author understand the actual problems in the company situation and at marketing by making field investigation in to the case company and interview with suppliers,customers and employees of D company.With result of analysis on competitive environment and SWOT and application of the STP theory on specific market segmentation and market positioning analysis,the marketing portfolio strategy with company characteristics is proposed,which is mixed with consideration on products,price,promotion,channels and other aspects.In the end there are corresponding safeguards from aspects of marketing plan implementation,marketing team quality improvement,company management system and customer relationship management,so as to ensure the feasibility of the marketing portfolio strategy.This study is of great significance to the scientific management of D company to make correct marketing decision and to upgrade the marketing competitive ability.Meanwhile,it would provide reference value for other small and micro businesses in similar developing stage to correctly identify their strengths and weaknesses,opportunities and threats,then to foster strengths and circumvent weaknesses and win a place in market competition.