| In the 14 th Five Year Plan,the focus of China’s mechanical industry work will be on quality and brand,bringing huge opportunities and challenges to the precision measuring instrument industry.GR Company has been researching in the measurement tool industry for20 years,utilizing its technological advantages to occupy over 50% of the global market share in the segmented market of capacities grating angle and horizontal measurement tools.However,with the gradual maturity of segmented markets in the process of continuous development,and the impact of the international economic environment since 2020,the company’s marketing growth has gradually slowed down.In order to overcome this dilemma,the company has developed precision measuring instruments for the mechanical industry through technological innovation.Precision measuring instrument products belong to industrial products,and there are many differences between industrial product marketing and common consumer product marketing in daily life.Therefore,when marketing precision measuring instrument products,it is necessary to distinguish them from consumer products and develop targeted marketing strategies based on the marketing characteristics of industrial products.The research object of this article is the marketing strategy of GR company,conducts a comprehensive analysis of the company’s macro marketing environment and industry market environment in the precision meter market.Through literature research,qualitative analysis,and field investigation,the existing marketing strategy of the company is analyzed.It is believed that although GR company has achieved certain success in the existing segmented market,However,there are still problems with the company’s marketing strategy: the main market is concentrated in a small niche market,the product category is too single,the sales channels are mainly in the overseas consumer goods market,and the brand awareness is low.In response to the above issues,this article utilizes the STP and 4P theories to optimize the marketing strategy of GR Company.Firstly,targeting the new market where precision measuring instruments belong,by segmenting the market,selecting a suitable segmented market for the product as the target,and identifying market positioning through product characteristics;secondly,through product differentiation and brand building,improve the competitiveness of products in the market segment;then,quickly enter the market through collaborative marketing through the channels of partners;Finally,by participating in mechanical manufacturing industry exhibitions and targeted online promotion to increase product and brand exposure,we can ensure the smooth sales of our products.The research results of this article on the marketing issues and targeted optimization plans of GR company will be directly applied to the company’s marketing work for its precision measuring instrument products.At the same time,it also has certain reference value for the marketing strategy research of industrial products and precision instrument products in the industry. |
