Research On Marketing Strategy Of New Products In Parking Garage Of Zhongju Internet Company

With the development of economic globalization,fierce competition and diversified demands of consumers,innovation has become an inevitable choice for the development of enterprises in the 21 st century.Only through continuous product innovation can enterprises obtain competitive advantage in the competitive market and obtain the source power of sustainable development.However,there are many risks in the process from the creation of new products to the acceptance and adoption of consumers,such as the low success rate of new product development,the big challenge of promoting new products and so on.Therefore,how to make effective new product marketing strategy is an important problem to be solved.In this paper,the new product of the parking garage of Zhongju Internet company,Yuna three-dimensional parking garage,is taken as the research object.Through PEST analysis,Porter's five forces model analysis and questionnaire survey,the policy environment,industry environment and consumer demand characteristics of the parking garage are analyzed.It is found that the mechanical three-dimensional parking garage market has great development potential,and Yuna three-dimensional parking garage needs further development market development.However,as the promotion of the three-dimensional parking garage involves the government's land resources approval,news media participation,dealer cooperation and supply,competitor threat,end consumer recognition and other aspects,its development needs not only the support of market demand,but also the support of government policies.Based on STP positioning theory and 6Ps marketing mix strategy theory,this paper designs a systematic marketing strategy for new products of Yuna parking garage on the basis of STP positioning.Specifically,this study adds the perspective of public relations and power marketing to traditional products,prices,channels and promotion strategies,that is,"6Ps" marketing mix strategy: product development strategy that highlights customer demand orientation,price formulation strategythat highlights market share,channel construction strategy that highlights integrated marketing,promotion enhancement strategy that highlights integrated communication,the public relations strategy of good customer relationship and the power marketing strategy of highlighting the advantages of policy orientation.At the same time,in order to ensure the enforceability of the marketing strategy,the paper puts forward seven guarantee measures for the implementation of the marketing strategy,and puts forward corresponding measures from the product,price,channel and other aspects.The research on marketing mix strategy of new products of Yuna parking garage applies marketing theory to the analysis of marketing strategy of real new products,expands the application boundary of marketing theory of new products,and has important practical significance for the research on marketing strategy of new products in the Internet era,especially public relation marketing and power marketing.