Research On Marketing Strategy Of Industrial Robot Joint Reducer Of LH Company

In the context of Industry 4.0,countries such as the United States,Japan and Germany attach particular importance to the development of robot industrialization.Affected by this,the industrial robot industry in various regions around the world is also developing continuously and deeply.According to IFR data statistics,in 2021,the global sales of industrial robots will reach 487000,with a year-on-year growth of 27%,and the sales will reach 12.72 billion US dollars,with a year-on-year growth of 6.2%.Driven by the growth of global industrial robot sales,the market of precision reducer,as the core component of industrial robot joints,is experiencing rapid development.Under this background,seize the opportunity of rapid development of industrial robot market,explore and study the marketing strategy of LH’s industrial robot joint reducer(hereinafter referred to as "LH’s reducer"),which has important practical significance for the future development of LH.This paper reviews the current situation of the reducer marketing management of LH Company,summarizes and summarizes the problems and shortcomings in the marketing strategy of the company by combing marketing and related methods,combining with the concept and requirements of industrial product marketing,and designs the reducer marketing strategy of LH Company based on the internal and external environment analysis,SWOT analysis and STP analysis of the robot joint reducer product marketing of LH Company.The marketing strategy of LH company’s reducer formulated in this paper is based on the problems in marketing practice,mainly including four marketing strategies:product,price,channel and promotion.The product strategy is the product portfolio strategy,which is an optimization for the single reducer problem of LH Company;The price strategy is to dynamically adjust the price of LH’s reducer at different life cycle stages;The channel strategy mainly focuses on direct supply channel based on the industrial clustering of robots,and retains the distribution form;Promotion strategies are mainly elaborated from three aspects: personnel training,media promotion and conference promotion.At the same time,the implementation measures are proposed from the organizational structure,system,human resources and other aspects to ensure the effective promotion of LH company’s reducer marketing strategy.Finally,the research conclusion is summarized,and the marketing of LH reducer is prospected in the future.It is hoped that this study will have some inspiration for the development of the company.