Research On Marketing Strategy Of A Company

Company A is small-scale Agency dealing with LCD Screens,which has been in the business for 15 years since setting up in 2003.It is comparatively well-known in the high-end LCD Screen distribution market,especially the Military project market.So far there are thousands of LCD screen agencies in Mainland China.The annual Gross output valve of this industry is over RMB 300 billions with an annual growth rate of about 5%.Since entering the 21 st century,the market pattern of the global LCD display industry has undergone tremendous changes,and the annual average growth rate of the overall market has gradually slowed down.As an important support for the LCD display industry,the industrial LCD distribution industry has also been affected by the corresponding changes in the industry.On the other hand,the structure of electronic component agency industry such as LCD screen is experiencing a dramatic change.Strong being always strong,Companies with annual sales of RMB ten billions have emerged.Company A as a Middle/Small-scale Agency in a downturn industry environment and struggling with competitors who are also eager for transformation and upgrading,which has always been adopting a constant marketing mode,has been seriously restricted the future development.This paper will take the existing marketing strategy of Company A as the research direction,adopt the research thought of combining theory with practice,use a variety of marketing theories and strategies,segment the market,reposition the target market,4P marketing strategy and modern marketing theory,start from the analysis of the external environment of Company A,respectively from the political,economic,and marketing theories.From the perspective of four different environments of society and technology,the overall situation of LCD distribution industry is expounded.Moreover,starting from Porter’s Five-Force Model,in-depth study and analysis of the existing industry environment,we can fully understand that the domestic LCD screen distribution industry market competition is becoming more and more intense,and then it uses SWOT analysis method to analyze and dissect carefully the whole industry competitors,and the existing internal advantages and disadvantages of A company,as well as external threats and opportunities.And finally it makes the SWOT analysis matrix and find out the problems in marketing strategy and marketing strategy.To solve these problems,this paper subdivides the customer group of A company,subdivides the different markets corresponding to the agent product line of A company,and defines the future development direction of A company,the marketing goal of A company and the marketing strategy to be implemented.Finally,according to the current situation of A company,from the four categories of price,product,channel and promotion,this paper puts forward the corresponding marketing strategy adjustment plan for A company,determines the marketing strategy to be adopted,and remoulds the existing marketing system,and expects A company to break through the present bottlenecks in the future by implementing the marketing strategy formulated.