Study On The Research On Marketing Strategy For "ZhuanZhuYu" Intellectual Property Agency Company

In recent years,with the sustained development of mass entrepreneurship and innovation,independent entrepreneurship has become a tide of the times.Therefore,in this process,intellectual property agency has also emerged.Enterprises need independent intellectual property rights to improve competitiveness,long-term development of enterprises needs intellectual property rights,and the zero tolerance of the state for intellectual property infringement,which guides the intellectual property rights of our citizens.With the increasing awareness of protection and the number of trademark applications and patent applications in China ranking first in the world for many years,the blowout development of intellectual property agency industry in China has been brought about,and the competition in the industry is unprecedented fierce.This paper takes the pioneering company "ZhuanZhuYu" Intellectual Property Agency Company as the research object.Through the study of its development process and business model,find it lack of novelty and creativity of price strategy,inadequate development of offline channels and a blank of network channel construction,over-traditional promotion strategies,lack of accurate positioning of online promotion,new media promotion and gimmick promotion that can produce tremendous effects Pin.Based on the relevant theories of marketing management and using PEST analysis,this paper analyses the current macro-environment of the Intellectual Property Agency Company of ZhuanZhuYu from four aspects: political environment,economic environment,social and cultural environment and technological environment.Using Porter's Five Forces Model,it analyses the bargaining power and supply of competitors,potential competitors,substitutes,customers respectively.Five aspects of the bargaining power of the merchants analyzed the current marketing environment of the "ZhuanZhuYu" intellectual property agency company.Using SWOT analysis,the development environment of the "ZhuanZhuYu" intellectual property agency company was analyzed from the four aspects of the company's strengths,weaknesses,opportunities and challenges.Starting from market segmentation,target market selection and market positioning,this paper puts forward some simple suggestions for the company's marketing strategy.Product strategy needs to grasp policy orientation,pay attention to business innovation,design products according to customer needs,price strategy should be differentiated,free mode and charging mode should be combined,channel strategy needs to increase off-line development and network channel.In the construction of Tao,the promotion strategy should not only focus on offline,but also cooperate with the popular new media,drawing lessons from the gimmick marketing of domestic e-commerce to increase product promotion.The implementation of marketing strategy can not be separated from the cooperation of relevant departments of the company.We should fully mobilize the enthusiasm of various departments,increase the recruitment of professional marketing personnel,and strengthen the professional training of the marketing team,so as to increase the reserve of professional marketing personnel of the company,and increase the work of employees by formulating scientific and reasonable salary and performance incentives.Enthusiasm,so as to enhance staff income and company performance income.Finally,through the establishment of a sound information management system,service quality management system and customer-centered service concept,to improve staff efficiency,customer service satisfaction and customer loyalty to the company.Through the above-mentioned marketing strategy formulation and implementation,the company will give full play to its own advantages and form a unique competitiveness in the process of development,and provide certain help for the company to grow large-scale and improve market share.I hope the research results of this paper can also provide reference for other domestic intellectual property agency services,so as to provide more accurate marketing services for customers.