| With the development of science and technology,the intelligent housekeeper security business,which is based on China Mobile Digital Home Network,security platform and security terminal meeting enterprise standards,realizes real-time sensing monitoring and video surveillance functions,and provides users with alarm and reminder services such as APP,manual seating and SMS,will be extended to intelligent community,intelligent Zhongshan,to achieve insurance and video surveillance.The ability of public security,property and other external units to provide reminder and alarm services.The business includes video surveillance,smart fixed phone,gas sensor,smart door lock,infrared sensor,water immersion sensor,smart socket and other products.As an important product of realizing Zhongshan Mobile's "Dalian Connection" strategy,Zhongshan Mobile plays the role of market challenger because of its late entry into the market.Although the marketing in the early stage can play a certain role and expand to some new customers,the marketing growth momentum is insufficient,and the marketing of the whole product needs to be optimized.Through in-depth analysis of products,prices,channels and propaganda,this paper expounds the current marketing situation of Zhongshan Mobile Intelligent Housekeeper Security Business,and summarizes the marketing problems existing in this product,such as unclear selling point,insufficient popularity,inaccurate target market positioning and neglected by sales staff.Subsequently,through the use of PEST theoretical analysis method,from the economic,political,cultural and technical aspects of Zhongshan Mobile smart family security business macro-marketing environment analysis,determine the product marketing in the macro-environment,and through the commonly used Micro-environment analysis method,starting from the internal environment of enterprises,combined with the comprehensive situation of suppliers,consumers and competitors,Analyse the current situation of product marketing,market potential and matters needing attention.Then,combined with SWOT analysis method,it analyzed the competitive advantages,competitive disadvantages,external opportunities and external threats of Zhongshan Mobile Smart Family Security Business.Using the analysis matrix,it preliminarily determined the choice of marketing strategy,and pointed out that attention should be paid to the advantages of resources,marketing concepts,bidding mechanism and research and promotion.Secondly,the market is subdivided by using the marketing theory;through the effective market positioning of STP strategy,the target customer groups of the main market,key market and supplementary market are determined respectively.Based on the marketing 4P theory,the corresponding marketing mix strategies of products,prices,promotions and channels are formulated.It is believed that Zhongshan Mobile should first increase its wisdom management.In order to seize the market more quickly and increase the market share,Zhongshan Mobile can reasonably extend the price advantage of terminal subsidy and strengthen its cooperation with manufacturers and Internet companies.Cooperation,expand sales channels,improve the overall value of customers.Dynamic capture of the implementation plan of specific strategies,timely adjustment of marketing strategies to adapt to changing market demand.Finally,the article puts forward the corresponding safeguard measures.In order to ensure the smooth implementation of marketing strategy in terms of funds,systems,personnel and technical resources,we should focus on establishing and developing the product strategy consciousness of marketing team,strengthening the importance of products,optimizing performance appraisal system,further effectively utilizing big data technology,deeply mining customer resources and increasing customer share.Support the marketing of Zhongshan Mobile's smart security business products in many ways to ensure the implementation of the strategy. |
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