Research On Marketing Strategy Optimization Of Lens Products Of M Company

With the rapid development of China’s economy,people’s living standards have been significantly improved,people pay more and more attention to the eyes.However,excessive use and unhealthy eye habits make the number of people with myopia increase year by year.China is a country with a large population in the world,and the demand for glasses is also huge.China’s lens market contains great development potential power.Due to the continuous expansion of market demand,China’s lens industry has achieved rapid development.However,many lens enterprises have followed the development mode of low-grade and low added value for a long time.With the large-scale development of the industry,the production equipment and technology have been greatly improved,and the homogenization of market products has become more and more serious.Facing the complex and changeable market environment and the cruel market competition pressure,it is difficult to escape the low price competition In addition,foreign brands are further squeezing the market,and the domestic lens market environment is getting worse and worse.M company is a comprehensive lens manufacturer,with good brand image and market awareness.In order to cope with the better development of market competition,in recent years,the company has carried out the high-quality development road of value return,and made adjustments to the marketing strategy,but there are still many problems in the adjustment of marketing strategy.Facing these problems,M company continues to develop in the direction of brand.In order to meet the expanding market demand and severe market competition,it needs to re adjust according to the macro market With the change of micro environment,the marketing optimization strategy of lens products should be formulated to improve the competitiveness of enterprise products.This paper studies and analyzes the development status and industry background of China’s lens market,makes a comprehensive study on the macro and micro market environment of M company by using the marketing opportunity analysis theory,further analyzes the existing problems in the marketing strategy of M company by combining with the consumer purchase behavior,and uses the marketing theory,STP strategy and 4P marketing mix strategy to analyze the market situation of M company This paper studies the marketing strategy and puts forward the optimization scheme,discusses the adjustment and change needed by the development of enterprises in the current market competition,so as to improve their own marketing management level and marketing performance,and make enterprises have more competitive advantages.Finally,in order to better promote the implementation of marketing strategy,the relevant effective measures are formulated from the aspects of corporate culture,organizational structure,human resources,customer relationship,etc.,which provide a strong guarantee for the optimization of marketing strategy.