| With the improvement of people’s material living standards,the awareness of safe production is increasing day by day,while the country is actively implementing new energy construction and transforming to a high-quality economy,all depend on high-quality commercial weather services.This thesis mainly uses the case analysis method,XJ company as a case for detailed analysis,first of all,detailed introduction of XJ company’s development,the company’s main product functions and characteristics as well as product revenue and market share.Then I will use some related marketing theories to analyze XJ’s macro,internal and external environment,competitive advantages,disadvantages,opportunities and challenges,and evaluate and summarize the current marketing situation.Expose the current problems of XJ’s marketing strategy.This thesis uses the product life cycle theory to analyse all the products,according to the different life cycles and combine the characteristics of the commercial meteorological industry to develop different marketing strategies,to introduce the product in detail,developing products,mature product marketing strategy are analyzed and summarized,In particular,reasonable plans and suggestions are given on how to develop marketing strategies to rapidly increase market share of products in the growth stage and effectively transition to the mature stage to support the company’s revenue target.Finally,through the innovation of systematic marketing theory,discussed how to establish a more stable and efficient marketing strategy,to provide guarantee measures to ensure the efficient implementation of marketing strategy.Innovation point of this thesis is the classic marketing theory with commercial meteorological industry,combining with the examples of XJ company collection of detailed data and marketing results,summarizes in XJ company’s marketing strategy to achieve XJ company’s marketing goal,at the same time,according to the characteristics of the market marketing theory and commercial meteorological industry,The guarantee measures for XJ company to implement marketing strategy efficiently are obtained.The methods used in this paper can be well applied to commercial weather companies similar to XJ Company to achieve marketing goals. |
