Research On DD Company's Marketing Strategy Optimization Based On 4V Theory

DD company is a high-tech enterprise engaged in the R&D and manufacturing of 3D printing equipment,with strong technical force and financial strength,and has a large number of independent research and development scientific and technological achievements.However,in recent years,the company's operating income has grown slowly,and the sales of leading products have declined instead of increasing,and the technical service income is also minimal.Therefore,how to optimize the marketing strategy,strive to expand its business operation,and significantly increase its operating income has become a top priority for DD companyBased on a comparative analysis of DD's internal resources and capabilities,this article further combs the company's marketing problems through in-depth interviews with company marketing personnel and product customers,and uses 4P theory to analyze the deep level of the reasons of marketing problems.Then,combined with 4V marketing theory,from four perspectives of Variation,Versatility,Value and Vibration,the optimization plan of the company's marketing strategy and the corresponding guarantee measures are proposed.The research found that the company's marketing has problems,from the perspective of business structure,the proportion of printing equipment is too large;From the point of view of product characteristics,the product homogenization is serious,and the product function is too single;From the perspective of marketing methods,the channel lacks of professional service value and the company's promotional and publicity effect is not good.In-depth analysis of the underlying causes of the problem revealed that the company's market research was inadequate,the marketing staff lacked professional knowledge training,and the company's awareness of sales promotion was weak.In order to solve the company's marketing problems,we should start from further optimizing product structure,improving product performance,strengthening channel service awareness,focusing on corporate culture and product value promotion.Finally,it proposes safeguard measures from four perspectives:adjusting the organizational structure,improving the marketing staff's business level,increasing marketing investment,and improving the enterprise information management system.