Research On Marketing Strategy For Miniwatt Laser Machine Of Company D

China's remarkable achievements in the reform and opening-up in the past 40 years have attracted worldwide attention.China has become the world's second largest economy and the largest industrial country.For consecutive years,China has contributed by more than 30% to the world economic growth and has become a major stabilizer and power source of the world economic growth.Nowadays,the global economic competition is becoming fiercer and fiercer,China's competitive advantages are diminishing and China's industry is at the stage of transformation and upgrading in the direction of high level,automation,intelligence and informatization.As a basic industry,the laser industry has started late in China.From 2010 to 2016,China's laser industry maintained a steady growth momentum with the compound growth rate of the industry reaching 10.11%.By 2016,the market size of China's laser industry had been around RMB 23.6 billion Yuan with the year-on-year growth rate of about 8%.There are few high-end laser products wherein the degree of intelligence and automation is low,and such products lack market competitiveness on the international market.From the perspective of technology management,the lack of national standards for laser products,the absence of centralized competent departments in the laser industry,and insufficient product quality supervision are not conducive to the development of the laser industry.After looking up related books,documents and data about marketing and industrial product marketing,I have summarized relevant theories and strived to find appropriate solutions through analysis and research on the small-power laser product marketing problems faced by Company D.I hope these solutions can not only bring positive significances for the small-power laser product marketing strategy of Company D and the long-term development of the laser industry,but also can help Company D increase its market shares of the small-power laser products,improve its enterprise brand awareness,and maintain its leading position in the laser industry;I also hope these solutions can provide reference for other laser enterprises or other industrial products in terms of marketing practice management.This paper has analyzed the marketing status of small-power laser products of Company D,and found out the problems existing in the marketing process of small-power laser products of Company D: few products with strong market competitiveness;inflexible pricing;poor automation supporting capacity and high prices;insufficient connection between marketing and after-sales service;missing the opportunities for the fiber laser development and research.Aiming at the problems in the marketing practice,this paper has put forward the small-power laser product marketing strategy of Company D: to subdivide the small-power laser products of Company D and define their target markets by using the STP theory and Porter's five-force model.The small-power laser product marketing strategy of Company D should be made and improved from the aspects of products,prices,channels and promotion.The small-power laser products of Company D are transformed from selling products to selling production lines through the improvement of various marketing strategies.In addition,it has put forward corresponding measures for implementing the marketing strategies,that is,to give play to the enterprise's brand advantages,strengthen the team construction,establish a fair and just promotion mechanism,establish a perfect automation platform,establish a perfect procurement platform,and build the enterprise culture that employees and customers trust.