Research On Marketing Positioning Of Intelligent Parking Gate Of Company A In Chengdu

At present,the gap of parking space in domestic cities is huge,and the parking management is very backward,which leads to the problems of "difficult parking,disorderly parking,disorderly charging" and so on.Practice shows that using Internet of Things,cloud computing,mobile Internet and other technologies,building intelligent parking management platform,especially the application of intelligent parking fee system,can effectively solve the above problems.Company A is mainly engaged in the business of smart parking charging system,aiming at the marketing strategy of giving smart parking charging system to B-end products in Chengdu market,with serious losses.In order to reverse the loss situation,the author uses basic marketing management theories such as STP,FABE and 4Ps as guidance,and makes a comprehensive analysis of the operation of Company A.The main contents of the analysis include:firstly,PEST is used to analyze the political,economic,cultural and technological environment faced by A company;secondly,Porter's five-force model is used to analyze the competition,supply,buyer,substitution and threat of A company;secondly,SWOT analysis is used to discuss four aspects of A company:advantages,disadvantages,opportunities and threats.Finally,combined with the characteristics of Chengdu market,research needs and product characteristics of A company's intelligent parking fee system,the marketing strategies of A company's intelligent parking fee system in the four sectors of product,price,distribution and promotion are fully analyzed and discussed.On the basis of the above analysis,the author concludes that:(1)the market focuses on the Chengdu commercial parking market,and the product positioning is high recognition rate,high security,electronic payment,parking space guidance as the core function of the product;(2)the price positioning,distribution positioning and internal organizational structure of the company are optimized.(3)At the same time,supporting adjustment group product quality and supply chain,brand publicity,expanding distribution channels,strengthening marketing management,optimizing after-sales service system and other safeguards to implement the new marketing strategy.The value of this study lies in:(1)providing reference for the marketing strategy of intelligent parking fee system products of Company A in Chengdu market;(2)it has certain reference significance for the optimization of marketing strategy of similar enterprises.