The Research On LS Company Marketing Strategy

Under the background of brilliant development of information and communication industry,the demand of communication products is also increasing,which makes cabling system have an important opportunity.As an indispensable part of communication industry,communication cabling system plays a key role in promoting the rapid development of communication industry and the process of social informationization.At present,the communication cabling system industry is facing fierce competition and serious homogenization problems.Facing such a fierce competitive environment,the marketing strategy of enterprises has become the focus of competition among enterprises.Enterprises want to obtain competitive advantages,how to develop effective marketing strategies according to the external competitive environment,internal company environment,become the communication cabling system enterprise must face the problem.LS company is one of the many manufacturers in the communication wiring industry.Many manufactures face the rising raw material price,low price competition,brand communication effect is not good and other problems.In order not to be eliminated by the market,it is necessary to find the target market for the company’s key development,and develop feasible marketing strategies for this market segment,which is an important topic for LS company at present.Taking LS company as the research object,this paper is divided into six chapters to study and analyze the marketing strategy.Chapter one introduces the research background,research significance,research ideas,framework and research methods.The second chapter elaborates relevant theories of marketing management: marketing theory,marketing strategy theory,STP,PEST analysis,porter’s five forces model,SWOT,4P theory,Boston matrix.The third chapter analyzes the LS company’s internal and external environment and the competitive status of its industry.On this basis,it analyzes the opportunities,threats,advantages and disadvantages faced by LS company.The fourth chapter introduces the marketing situation and existing problems faced by LS company.The fifth chapter sort out the current market of LS company by STP method,find the target market segment,and put forward suggestions on the improvement of product,price,channel and promotion strategy.Chapter six introduces marketing strategy implementation guarantee and risk management.The last part is the summary of this thesis.The research object of this paper(LS company)is a very small enterprise in the communication cabling system industry,I hope this paper can guide the marketing work of LS company.