Research On Marketing Strategy Optimization Of RC Company's Fusion Communication Products

With the rapid development of science and technology,especially in the environment of cloud,big data,5g and other emerging communication technologies,the customer communication demand begins to change and evolve.The integrated communication product market has changed from the traditional simple hardware sales mode to the new digital ICT integrated service mode.The demand focus of the industry is more inclined to integrate communication services.The market is facing fierce competition between communication equipment manufacturers.Some equipment manufacturers have formed rich sales experience in integrating communication products and industry customers,and they start to enter the market through the ecological mode of product services.Under the guidance of marketing management theory,this paper describes the current marketing situation of RC company's integrated communication products from the two aspects of target marketing strategy(STP)and marketing mix strategy(4Ps).Through the analysis of internal and external environment,combined with the interviews with the company's marketing managers and customers,this paper identifies the existing problems of the product marketing,analyzes the causes of the problems,and puts forward optimization suggestions.Through the research,this paper finds that the marketing problems of RC company's integrated communication products are: 1.The market segmentation is too rough,the target market is not clear and the market positioning is not prominent;2.The technical service lags behind,the product is not innovative;3.The price combination is rigid;4.The distribution focus is not prominent,the coverage is narrow;5.The promotion customer experience is poor.In view of these problems,this paper thinks that it should be optimized from the following aspects: 1.Focusing on the specific target market;2.Positioning in a professional integrated communication service provider;3.Differentiated service and business innovation;4.Flexible combination of quotation and custom tariff;5.Cultivation and wide coverage of key regions;6.Online and offline multi-functional experiential promotion.Through the above optimization suggestions,provide ideas for the development of RC company's integrated communication product market.