| The sudden outbreak of the new crown pneumonia epidemic,coupled with the global economic turmoil,the tense situation in Russia and Ukraine,and the downturn in my country’s pillar real estate industry market,have pressed the "pause button" for the rapid development of China’s economy.Many real enterprises,especially small and medium-sized enterprises,have fallen into an unprecedented "cold winter" of development,and the country has also adjusted its economic growth target downwards for a time.In order to reduce the pressure on enterprise development,the government has implemented a number of tax and fee reduction policies and subsidy policies.While enjoying the bottom line of the policy,enterprises need to adjust their marketing strategies in light of the epidemic situation and the economic development of the new era,so as to achieve great development in this special period.In this context,the enterprise itself must continue to improve.This research focuses on the strategic innovation and development of the enterprise marketing side to solve the key problems of organizational marketing.First of all,this paper sorts out the basic theories related to marketing strategy,including the development trend and application of the SWOT strategy analysis framework,marketing mix strategy theory,project marketing strategy theory,marketing strategy management theory and other related basic theories.These theories analyze the hierarchical issues related to marketing strategies in marketing at the perspectives of different disciplines and relationships.Some of them analyze the consumer psychology of customers from the psychological level,and guide and promote customers by regulating the explicit and implicit consumption needs of customers.Consumer behavior,thereby improving the marketing efficiency and market share of enterprises.There are three levels of organization,business,and transactions to define the content categories that need to be studied and considered in marketing strategies,and to coordinate relationships and resources,so as to form an integrated,intensive,and digitalized marketing strategy.Some absorb theories and methods from other disciplines,and then form and improve the decision-making management system in marketing strategy,and think about the relationship between decision-making management and marketing from the perspective of organizational behavior management.Then,analyze the target market segmentation,market positioning,optimization and improvement for the implementation of marketing mix strategy and project management strategy.Nanchang WQ Company chooses the direction of the target market.Although it has just entered the Jiangxi market,the company still chooses the market strategy of holding high and high in the decision-making,taking the well-known enterprises in Jiangxi as the primary potential target customers,and relying on the service advantages given by the parent company of the group.,break through one by one,and complete the accumulation of popularity in order to prepare for the subsequent market downturn.The market positioning of Nanchang WQ Company is that it is positioned at the high-end level of the enterprise service industry and provides high-standard project services for small and medium-sized entities.Finally,put forward the safeguard measures in the process of implementing the marketing strategy.One is to optimize the marketing organization.An organized and disciplined marketing team that can reasonably and efficiently implement the company’s marketing strategy is the premise to effectively achieve the goals of the marketing strategy.The second is to strengthen the control of marketing strategies.According to the control objects and goals,there are seven main types of marketing strategy control in Nanchang WQ,namely avoidance control,specific activity control,target assessment and performance control,personnel control,profit control,cost control,and sales efficiency control.The third is to improve target assessment and performance.Nanchang WQ Company should strengthen the evaluation,assessment and motivation of employees.Fourth,strengthen differentiated customer management.Fifth,digital marketing technology.It has a mature technology and marketing system,and established a technology subsidiary to provide digital marketing services for its own corporate customers.It can be seen that the application of digital marketing technology is an important milestone in the transformation of Nanchang WQ’s business level.Through the above safeguard measures,the implementation of the marketing strategy of enterprise project management will be promoted. |
