Research On Marketing Strategy Of Xiamen Tong He Technology Co.,LTD

With the development of science and technology in recent years,the LED lighting system industry,as one of the emerging industries in China,has formed a large market scale after years of development and has a relatively complete industrial chain.However,with the expansion of the industrial scale,the increase in market penetration LED lighting systems and systems have presented marketing problems such as similar products,rapid decline in gross profit,and small pricing differences,and the competitive pressure has increased sharply.Decisions related to marketing strategies such as accelerating the entry into market segments,identifying and meeting customer needs,and improving the efficiency of business activities have become important issues for LED companies to improve their business status and seek healthy development.LED agricultural lighting system belongs to the market segment of LED lighting system,which is the cross-border innovation and development of traditional LED products in the agricultural industry.In recent years,China has repeatedly issued relevant policies for the development of agriculture and rural areas in the new era,"green agriculture","double carbon","agricultural and rural ecological development" and other rural revitalization and urban agriculture development plans to upgrade the rural energy structure put forward higher requirements for agricultural technology transformation and upgrading,as a representative of energy conservation and emission reduction,LED agricultural lighting systems and lighting solutions have received policy support and have broad development space.The business scope of Tongqi Technology Co.,Ltd.is the design,production,sales and export of LED lighting products,of which the sales of LED agricultural lighting systems is one of the representative businesses.However,there are important problems such as poor development and poor strategy.This paper will help the company to seek further development by studying the current situation of Tongqin Technology marketing and proposing marketing optimization and safeguard measures for existing problems.Under the premise of in-depth investigation of the key information such as the business history,product directory and corresponding selling price,customer distribution of Tongqin Technology,this paper first uses4 Ps marketing theory to explain the company’s marketing status,and through questionnaire surveys for potential consumer groups of Tongqin Technology,focus interviews with the company’s core customers,in-depth investigation of the company’s marketing strategy implementation effectiveness,and again uses 4Ps marketing theory to summarize and sort out the existing problems of the company’s marketing strategy.Then,based on the PEST analysis model,the external macro environment of the development of LED agricultural lighting system and lighting solution of Tongqin Technology was analyzed.Based on Porter’s five forces analysis model,the external microenvironment of the company’s development is analyzed;Combined with the SWOT analysis model,the matrix is used to comprehensively explain the current situation of the company’s internal and external marketing environment.Based on the comprehensive theoretical and practical analysis results,this paper uses STP theory to explain the target market and positioning of Tongqin Technology.Then,according to the characteristics of the corresponding market segment and the marketing status related issues,the customer-oriented 4Cs marketing theory is used to propose marketing strategy optimization measures,and relevant safeguard measures are proposed based on the actual situation of the company,so as to improve customer satisfaction with the company and its products and services.Finally,this paper puts forward relevant suggestions,hoping to help the company expand the market share of LED equipment represented by LED agricultural lighting system through systematic analysis and optimization of Tongqin technology,and provide certain help for similar enterprises in the LED agricultural lighting industry to specify marketing strategies.