Marketing Strategy Analysis Of YS Enterprise

Since its establishment in 2004,YS Company has been in the leading position in the online receipt market.After the emergence of mobile payment,its offline receipt market has suffered double impacts.The mobile market has reduced the amount and amount of offline card swiping.Secondly,the intervention of thirdparty payment companies in the offline receipt market has greatly reduced the offline receipt of YS Company.YS company's market share is not clear about brand positioning,tends to traditional propaganda and promotion methods,fails to achieve the expected results in market share and payment market impact,and fails to form a scientific and effective sustainable development system in merchant marketing,thus affecting the company to embark on the fast lane of development.The company urgently needs it.Remove those old ideas and marketing concepts,establish scientific marketing strategies,pave the way for the development of the company,and guide the direction of the company's development.This paper uses PEST analysis,Michael Porter's fiveforce model analysis,SWOT analysis and related theories to analyze the internal and external factors of YS Company,analyze its external and internal strengths and weaknesses,and then put forward the corresponding strategic guidelines,and use STP marketing positioning analysis method to subdivide the market,so as to find out.Target market,using different strategies,from the perspective of products,pricing,promotion,channels and so on,carries on the strategic analysis.The end part elaborates how to ensure the better implementation of these strategies through the form of safeguards.Through the research,in the current market competition environment,YS company for the national benign development of thirdparty payment institutions to carry out payment and offline receipt market environment,for the summary of some traditional marketing models,the introduction of more close to business and consumer marketing means,this article can help YS company better on In the analysis of marketing strategy,make it more scientific and effective for the analysis,formulation and implementation of marketing strategy to provide reference.It also provides some enlightenment for relevant operators in the industry.