Research On Marketing Strategy Of Hearing Aids Of Aco Sound Company

Hearing loss is one of the most severe health concerns among the top ten causes of the increase in the global disease burden.The demand for hearing aids in the market is rising along with the aging population in China,the improvement of socioeconomic levels,and the enhanced awareness of hearing health.At present,the market of hearing aids in China is dominated by foreign brands whereby the market share of domestic hearing aids brands is only about 10%.Aco Sound Company is a domestic hearing aid enterprise that focuses mainly on the Chinese market and comprises research,production,and marketing in one entity.How to improve the company’s market share and brand influence under the pressure of huge market demand in China,the dominance of foreign brands in the market,and the low sales volume of domestic brands is a crucial problem to be considered and resolved by Aco Sound at the moment.Taking Aco Sound Company as an example,this thesis focuses on the research on the marketing strategy of hearing aids in China to systematically sort out the current marketing status and problems of Aco Sound Company by using literature research,market research,case studies,and other research methods,combined with industry information collection,questionnaire survey,and statistical analysis.The macro and micro environment faced by Aco Sound company are being elaborated and analyzed by using PEST,SWOT,5W1 H,and other analysis tools.Using STP theory,it is determined that practical and performance consumers are the target market of Aco Sound company,while mainly targeting the middle-income group for further development.This thesis has put forward a marketing strategy plan from the aspects of the product,price,place,promotion,people,physical evidence,process,etc by utilizing the 7Ps marketing theory.At last,the thesis introduces the safeguard measures for the implementation of the strategy from the aspects of reshaping the marketing organization structure,optimizing the marketing management system,and increasing the cost of marketing activities,etc.This thesis recommends marketing strategies and implementation safeguards of hearing aids in China by comprehensively using a variety of marketing-related theories and methods to provide decision-making a reference for Aco Sound Company to enhance its market share and brand influence in the Chinese market and strengthen its marketing competitiveness in the industry,it also provides reference for the formulation of marketing strategies of other companies in the hearing aid industry.