Research On SDJV Marketing Strategy Optimization

With the development of social economy,the global people’s demand for personal safety and property safety has become increasingly strong,and public safety issues have received widespread attention.Our government pointed out in the Fourteenth Five-Year Plan of the Security Industry that we should build "safe villages","safe cities" and "smart communities".The growth of people’s security needs and the guidance of national policies have brought great opportunities to the security industry.With the technological innovation,such as the development of Internet,AI and other technologies,new demands have been put forward for the security industry.In the current era,opportunities and challenges exist at the same time.SDJV Company have been deeply involved in the security industry for more than 20 years.How to make a brave retreat and achieve greater development in the current era.This article tries to find the answer through the author’s analysis.The author has worked with SDJV Company for 11 years,and is familiar with the market strategy,product strategy,internal operation efficiency,research and development capabilities of SDJV Company.The author first uses PEST model to analyze the macro environment of the security industry in which SDJV Company are located,and comprehensively expounds the macro environment of the security industry in which SDJV Company are located from four aspects:the national policy guidance in the security industry,the socio-economic development situation,social environmental factors,and technological innovation.Secondly,use the marketing theory Porter’s five forces model to analyze the micro-environment of SDJV Company.Analyze the threats faced by SDJV Company from five aspects:industry competitors,potential competitors,buyers,suppliers and substitutes.Finally,the SWOT analysis model of marketing theory is used to analyze the competitive advantages,competitive disadvantages,opportunities and threats of JV companies.Through analysis,it is recognized that the advantages of SDJV lie in its deep R&D strength,profound industry experience,good talent system,low cost advantage,independent and controllable production and operation,etc.At the same time,there are problems in market development,marketing personnel management,product line layout,etc.In view of these problems,the marketing theory STP theory is used to carry out market segmentation,target market selection and target market positioning.The market segmentation of SDJV Company is divided into Company customer type segmentation,Company business type segmentation and regional segmentation according to the actual marketing situation of SDJV Company.SDJV Company’ market choices include three established markets,medium and high-end customer customization,key customer cooperation and channel customers.SDJV’s market positioning is to provide integrator customers with high-end product customization services,key customer services,and civil market/channel customers.Finally,SDJV is determined to be an audio and video solution provider.By continuously deepening the security industry,increasing investment in research and development,and continuously optimizing products and solutions,we will provide customers with better quality products and solutions services.Through meetings with senior executives of SDJV Company and interviews with sales personnel,the current market problems faced by SDJV Company are summarized,mainly including:the lack of in-depth marketing channels,unfavorable marketing management,inflexible marketing strategies,and homogenization of product functions.Based on the environmental analysis and current marketing strategy of SDJV Company,the 4P theory suitable for SDJV Company is proposed,which is elaborated from four aspects:product,promotion,price and channel.In terms of products,increase investment in research and development,product standardization,and actively launch popular products,improve product compatibility and ease of use,and support high-end customization of products;In terms of price,different product strategies are used for different products,such as Buy It Now price,ladder price,project bid price and reasonable rebate strategy;Channels are divided into indirect channels and direct channels.Indirect channels,constantly develop existing channels and deepen channel construction with agents.Direct channels,mainly for engineering customers,provide one-stop procurement services for engineering customers.In terms of promotion,SDJV will participate in security exhibitions and hold product promotion meetings with agents and customers in combination with the actual situation of SDJV.Finally,through the organization management,human resources,corporate culture and product competitiveness,we can jointly ensure the implementation of SDJV’s marketing strategy.