Optimization Research On Marketing Strategy Of Beidou Satellite Navigation Products Of M Company

Beidou Satellite Navigation System(BDS)is independently developed by China.Since the project was launched in 1994 and put into use,the system has been widely used in various fields.According to the latest statistics of GNSS and LBS Association of China in 2021,the output value of China’s Beidou satellite navigation industry will reach more than 600 billion yuan in the future.As a private enterprise that has been working in the field of Beidou satellite navigation for more than ten years,M company must choose a marketing strategy suitable for the company’s long-term development if it wants to occupy a place in the future market.The paper focuses on the research on the optimization of the marketing strategy of the Beidou satellite navigation products of the M company.Firstly,it summarizes the research status of domestic and foreign marketing theory by using literature research method.Secondly,took M company as a case object to carry out analysis and research,used PEST analysis method to analyze M company’s external environment,carried out a comparative study on M company’s competitors and analyze the company’s internal capabilities.Thirdly,use the questionnaire method to determine the influencing factors of marketing,and obtain the key factors that affect the results of marketing.Finally,use the 4R theory,put forward an optimization plan based on the company’s marketing status and the characteristics of Beidou satellite navigation products,and find a set of feasible marketing that can promote the company’s performance steadily forward Strategy.In the paper,combining the 4R marketing theory with the current situation of M Company,the following suggestions are given for the optimization of marketing strategies:strengthen customer relationships,build close relationships,and improve customer satisfaction;improve market response speed and build smooth communication channels to create high-quality services;strengthen relationship marketing efforts,integrity-based,build a better brand;strive to achieve a win-win situation between the company and customers,improve technical advantages,and meet customer’s needs.It is hoped that through the optimization suggestions of the marketing strategy,can help M company gain a competitive advantage in the Chinese Beidou satellite navigation industry,and bring reference and help to the development of other enterprises in the Chinese Beidou satellite navigation industry.