The Study On Marketing Strategies Of Laser Beauty Equipment From A Company In German Market

With the development of economic globalization and science and technology and the continuous improvement of living standards,beauty equipment trade grows fast.According to the relevant statistics,the compound annual growth rate of medical cosmetic industry is about 20%.Laser beauty equipment is affected continues by the development of the entire industry,the development of space is huge,and the industry has been expanded,and the development prospects of the market is very broad.With the support of national policy,the market gradually opens,which provides favorable conditions for the development of laser beauty equipment industry.However,the competition is increasingly fierce,and the phenomenon of homogenization of domestic laser hair removal products is aggravated,A company faces a huge challenge in the international sales situation.At the same time the competition is increasingly fierce in the low-end market,how to defeat competitors,how to win more market share,which has become another difficult task for the development of A company.Based on the relevant marketing theory,this paper analyzes the macro environment and micro environment of the German market of laser hair removal equipment of A company by using the PEST analysis method and the Porter's five-force model,and summarizes the market surroundings of the laser hair removal instrument industry.And it studies the situation of laser hair removal instrument B in German market by using 4P marketing theory,and combines A company's internal environment and the author's practical experience in Company A,guided by customer's decision-making process for purchase,based on the characteristics of customer's purchase behavior,to find out the problems of A company and analyze the reasons for its decline in sales.Finally,optimize the marketing strategy of laser hair removal machine of A company in German market.The research found that the optimization of the German marketing strategy for A company's laser hair removal device should be improved from the aspects of product functional diversity,providing high value-added service,formulating price according to product positioning,expanding sales channels and enhancing promotion.The conclusion of this paper will provide a reference for the improvement of the German marketing strategy of A company's laser hair removal instrument,and promote the improvement of the sales performance of laser hair removal device.It can also give some advice on how to improve marketing strategy for the other domestic beauty companies.