Research On Digital Marketing Strategy Of 3D Printing In W Company

3D printing technology originated in 80 s of 20 th century,and has been gradually recognized and applied.Regarding domestic civil 3D printing,the current technology has grown much mature,and the market has great potential.W company 3D pringting started in 2014;through the cooperation with international brand and independent research and development,it has basically reached the market demand for technology of 3D printing,which can be widely used in industrial and civilian areas.Not just the offline sales of 3D printing business of W company can no longer meet its development needs,but as its strategic component of the company,the development of digital marketing potential is limited,which means it is urgent to find its own digital marketing way according to its own characteristics and the industry development.This paper studies the market development strategy for W company 3D printing in digital marketing.First,it introduces the basic situation of W company,3D printing industry and related theories,including the models of AISAS and TEPS,and analyzes the existing problems in digital marketing: 3D print ing function selection and printing service processes,price defects,lack of promotion,and channel strategy means.Secondly,regarding the international and domestic situation of 3D printing,it applies the theory of "PEST" and "Five Forces Model" to analyze the current situation and development prospect of 3D printing in China and of W company.Then,in order to better understand the consumption of consumer digital channels,it carried out a survey,including four aspects of digital users' choice of 3D printing,3D printing product and service demand,3D printing consumption and W company 3D printing perception analysis;the investigation results show that online users of 3D printing got less cognition,but showed their great interest and even demand.Finally,on the basis of digital marketing theory 4P,market research and data analysis and combined with the above mentioned problems,from product,channel,price and promotion the four aspects of W company 3D printing digital marketing strategy,this paper gives suggestions on optimization strategy,and focus on four points of the TEPS model even details the optimization promotion strategy.The results of this paper offer a valuable reference for W company 3D printing in digital marketing.This paper is divided into six chapters.The first chapter is an introduction;the second chapter introduces the 3D printing market and related theories;the third chapter analyzes the W company 3D printing and environment;the fourth chapter designs the 3D printing questionnaire,counts up related digital marketing figures;the fifth chapter makes an analysis of the competitors of W company 3D printing;the sixth chapter puts forward digital business marketing strategy optimization for W company 3D printing.