Research On Marketing Strategy Of The Intelligent Lock Of Feitong Company

With the development of artificial intelligence identified as a national strategy by the state council's new generation of artificial intelligence development plan,artificial intelligence and its related technologies have entered the era of rapid development.Innovative products related to artificial intelligence are emerging one after another,gradually entering thousands of households and changing our lives.Riding the development of artificial intelligence in the spring breeze,and with the rapid economic growth of the country and the steady improvement of the level of science and technology,smart home more and more attention.In recent years,mobile Internet,the rapid development of big data and various identification technology,has brought the new opportunity to the development of smart home,intelligent lock as intelligent household entry level product has become a key entry point of smart home service group,is the main part of essential on intelligent household product lines,has a great deal of rigid demand.Because its intelligence,convenient,efficient,safe,muti_function,latent demand is big wait for a characteristic,make its become the key of whole intelligence safeguard market,in the new situation that national policy supports intelligent household development vigorously,intelligent lock greeted unprecedented big opportunity.Established in Guangzhou in 2000,Feitong is a well-known enterprise in the field of hardware and building materials sales in Guangdong.Although it is an early enterprise that enters the field of intelligent lock sales in Guangzhou,there are problems in the aspects of talent reserve,upstream product supply and downstream customer quantity.With the rapid development of the smart lock industry,strong brands represented by Gree,Xiaomi,Philips,etc.have entered the smart lock market one after another,bringing new blood and opportunities to the industry as well as great challenges.The company needs to grasp the nettle,make use of its own advantages,overcome external difficulties,improve its comprehensive competitiveness,seize the commanding heights of the industry,gain a place in the field of smart lock sales,and strive for sustainable development.This paper takes the multi-category smart lock marketing of FTT company as the research object.Firstly,the marketing status and existing problems of FTT are comprehensively analyzed.Secondly,porter's five forces model is used to analyze the industrial environment and internal environment of domestic intelligent lock.SWOT method is also used to analyze various opportunities,threats,advantages and disadvantages,and to point out the challenges,opportunities and shortcomings faced by the enterprise.Then the theoretical knowledge related to marketing mix is used to analyze and study the target market of smart lock,and the product,price,promotion,channels,personnel,service process and tangible display of the enterprise are analyzed and studied,and combined with the actual problems in reality,some feasible Suggestions are put forward.For example,increase the stickiness of channels,improve the cost performance,increase the key marketing of AI intelligent new technology products,pay attention to user experience,introduce WeChat community marketing and other new ideas,so as to effectively solve some problems of intelligent lock in marketing.It is hoped that the enterprise will take the lead in the increasingly fierce competition in the smart lock market,grasp the nettle,increase the market share,and realize better sales and service of smart lock products.The research results of this paper are of reference significance to the development of the smart lock marketing strategy of the company and have a guiding role in the high-quality development of the company's marketing.