Research On Marketing Management Of New Energy Equipment Department Of Han's Laser

In recent years,with the development of China's economy,energy structure adjustment has become an important trend of future development.As one of the important backup forces of China's current economic development,the new energy industry is facing a series of marketing problems because of its relatively short history,high technical difficulties and less knowledge of related products by ordinary consumers.This paper takes the new energy equipment business department of Han's laser as the research object,through the research and analysis of the marketing management problems of the new energy equipment business department of Han's laser,to provide effective solutions for it,as well as support for the marketing management of other new energy enterprises.First of all,from the perspective of the development of China's new energy industry,this paper briefly introduces the development characteristics and future development direction of China's new energy industry,and then analyzes in detail the marketing status of the new energy equipment business department of Han's laser under this industry characteristics,specifically from four aspects of marketing organization structure,market positioning,marketing strategy and marketing personnel.Secondly,this paper analyzes the macro environment of marketing management of the new energy equipment business unit of Han's laser in detail from four aspects of political,social,economic and scientific and technological environment,and analyzes the micro environment of marketing management of the business unit from several aspects such as competitors,threat of substitutes,bargaining power of suppliers and purchasers,and integration power of market resources.Based on the analysis of marketing situation and marketing environment,this paper points out that there are four marketing management problems in the business division,which are inaccurate market positioning,too single marketing strategy of "focusing on key customers while focusing on offline",insufficient technical and marketing professionalism of marketing personnel,and passive response of employees to market competition.Finally,through STP theory,4Ps theory and other methods,this paper puts forward four measures to solve the marketing management problems of the business division,which are to define the target market through market segmentation,to establish an accurate market positioning,to diversify marketing strategies,to attract and cultivate professional marketing talents and to establish an effective supervision and incentive mechanism.Finally,in order to implement this marketing management strategy smoothly,several additional marketing strategy safeguards are added: human resource management safeguards,financial management safeguards,technology and management safeguards.And the related conclusions and future research prospects of this paper are described.