Research On Marketing Strategy Of HYW Lighting Company

With the advent of the Internet era,the main consumer of industrial products and their behavior have changed.The mode of 020,which integrates online virtual economy and offline real economy,has developed rapidly in the field of consumer goods,and the trade of industrial products has gradually entered the era of 020.In the field of special environment lighting with huge market scale,HYW Lighting Company has fallen into the bottleneck of development and urgently needs marketing reform.The purpose of this paper is to draw up a new marketing strategy for HYW Lighting Company by analyzing the market environment of HYW Lighting Company based on the theories of PEST,Five Forces Model,SWOT analysis,marketing mix and 020,and to design marketing strategy,clearly implement safeguard measures,so as to provide suggestions and references for HYW Lighting Company to cope with market competition and improve sales performance.Firstly,the external environment of the enterprise is analyzed from the four directions of political economy,laws and regulations,social environment and technological environment;SWOT matrix is used to analyze the advantages and disadvantages of the enterprise itself and the opportunities and threats brought by the external environment,and then Porter's five-force model is used to analyze the competitive environment of the industry of HYW Lighting Company.On the basis of understanding these information,the marketing strategy of enterprises is re-analyzed and re-positioned by using the theory of market positioning.Combining with the theory of marketing mix,the marketing strategy is redesigned from the four aspects of product,price,channel and promotion.The cultural guarantee,resource guarantee,organizational management guarantee and information technology guarantee measures for the change of marketing strategy are put forward.The adjustment of marketing strategy in designing products,prices,channels and promotion is not a temporary success,which requires enterprises to attach great importance to,plan scientifically,implement step by step and in stages,and implement it for a long time.It is believed that HYW Lighting Company,with advanced management and strong resource guarantee,can smoothly complete the adjustment of marketing strategy under the support of excellent corporate culture,and ultimately achieve the breakthrough and sustainable development of enterprise performance.In the literature about Internet marketing and 020 mode,there are many studies on fast moving consumer goods,but there are few studies on the marketing mode of industrial products in the Internet era.In this paper,the market environment of HYW Lighting Company is analyzed,combined with the advantages and disadvantages of the enterprise itself,re-positioning,thinking about how to change the marketing model and break through the market bottleneck.This paper studies the marketing strategy of HYW Lighting Company,explores the marketing mode of special environmental lighting in the Internet era,and provides reference for other industrial manufacturers to design marketing strategy for organizational market.