Research On Marketing Strategy Of Vending Machine Product Of KN Company

Vending machines in the United States,Japan,Europe and other western developed countries have had a development history of 60 to 70 years,since the introduction of the beginning of this century,has not been very good development,until around 2010,capital began to join the operation of vending machines,and bring the Internet thinking into the design and production of vending machines.Chinese vending machine market started to grow rapidly.In recent years,the state has introduced a series of policies related to vending machines.For example,in the "Urban Quarter Hour Convenient Living Circle Construction Guide" issued by the Circulation and Development Department of the Ministry of Commerce in 2021,it is mentioned that the wide application of intelligent facilities should be promoted,and intelligent facilities such as intelligent express cabinets,intelligent freezer cabinets,unattended convenience stores and self-service machines should be encouraged to fully enter communities.Improve the level of community intelligence.With the guidance of these policies and the promotion of capital,the vending machine market will usher in a new wave of development.This paper begins with the introduction of the development stage and development trend of Chinese vending market,and introduces the current marketing status of KN company,the basic situation,development history,main business of KN company are introduced,and the use of macro environment analysis model,namely PEST analysis model,The paper analyzes the vending machine market from four perspectives:political environment,economic environment,social environment and technical environment,and provides a macro perspective to observe the overall industry environment of KN’s vending machine products.Then it analyzed the strengths and weaknesses of KN company’s marketing strategy and strategies from a micro perspective.Then it used SWOT analysis model to model and analyze based on the strengths and weaknesses of KN company,combined with opportunities and threats outside the company.This paper examines the optimal strategy that KN company may adopt from expansion strategy,transformation strategy,diversification strategy and defensive strategy,and further understands KN company’s competitive advantage.Using STP marketing theory,according to the customer scale,customer technical needs,competitors three perspectives,the vending machine market is segmented,discussed the characteristics of different market segments,through customer visits and market research,found the customer’s mental positioning of the company’s products,combined with the company’s resources,product technical advantages and customer’s product positioning.Select the target market of the company and put forward the differentiation strategy of the company.Based on the 4Ps marketing strategy combination theory and STP marketing strategy of the company,the paper constructs the marketing strategy of the company’s vending machine products from four aspects:product,price,channel and promotion.Finally,it provides guarantee for KN company’s marketing strategy from three aspects:human resource guarantee,organizational management guarantee and information construction,and provides useful reference for the reform of KN company’s marketing direction.Although the research object of this paper is KN company,through the analysis of KN company,it can be found that the problems KN company faces have a lot in common with many small and medium-sized private enterprises in equipment manufacturing.The marketing mix strategy not only has a practical guiding role for KN company,but also has a certain reference value and significance for similar private enterprises.