Research On Marketing Strategy Of Jade Bird Fire Protection

Protecting the personal and property safety of citizens and safeguarding the socialist modernization drive has always been the important significance of fire control work.With the continuous development of economy and society,China’s total investment in fixed assets is increasing.The fire industry is greatly affected by fixed investment.The growth of total fixed asset investment also means that China’s fire industry will usher in a stage of rapid development.At the same time,with the steady progress of national urbanization,more and more high-rise buildings and diversified buildings have sprung up.A large number of urban buildings,office buildings and civil houses should follow up the social needs in real time for reconstruction,new construction and expansion.The probability of building fire is increasing.In line with the situation of social development,the national fire protection policy is deepening,which makes the awareness of fire protection stronger and stronger in the minds of the people.Since its listing in 2019,Bluebird fire company has actively explored domestic and foreign markets,so it has certain advantages in the market.Affected by the macro environment,the national policy encourages more enterprises to participate in the development of the fire protection industry,resulting in increasingly fierce competition in the industry,and the sales share of Jade Bird fire protection company is also occupied by other enterprises.How to further optimize the marketing strategy,seize business opportunities,retain old customers and attract new customers is the biggest challenge facing Jade Bird fire company.By analyzing the current marketing situation of Jade Bird fire company’s products,this paper finds out the existing problems and analyzes their causes,and puts forward the marketing optimization scheme combined with relevant theories.Firstly,the pest theoretical model is used to analyze the macro environment of the current situation of the fire industry,and it is found that the macro environment of the fire industry is good,especially under the guidance of relevant policies,the fire industry will usher in a new round of development.With the continuous improvement of national fire awareness,the demand for fire products will be greater,which has an important impact on the overall development of Jade Bird fire company.Secondly,SWOT model and 4P marketing strategy combination theory are used to analyze the current situation of marketing strategy of Jade Bird fire company.Third,through the methods of interview and questionnaire survey,this paper diagnoses and analyzes the problems and reasons existing in the company’s marketing strategy,and finds that at present,Jade Bird fire fighting company has no absolute advantage in the competition in the same industry,and there are problems and restrictions such as limited existing product technology,non-standard price management,no comprehensive opening of marketing channels and no continuous development of promotion strategy,resulting in poor marketing effect.On this basis,combined with 4P theory,this paper puts forward the optimization scheme of marketing strategy from four aspects: product,price,promotion and channel,and puts forward relevant safeguard measures such as strengthening the construction of corporate culture,improving the management of marketing system,increasing the research and development of new products and enhancing the incentive of agents at the provincial and municipal levels.The research of this paper can provide better marketing strategy suggestions for Jade Bird fire company to better comply with the national fire policy guidance,grasp the opportunities of the times and promote development,and set an example for other similar fire companies.In addition,the literature on the marketing of fire products is not very rich in China,in order to supplement the relevant theoretical research.