Variation Marketing Strategy Analysis Of HP Digital Press

The main purpose of this thesis is to get the variation marketing strategy of HP digital press through theory and practice analysis. Variation marketing strategy is the main point and innovation of this thesis.The first part brings forward the background and importance of variation marketing strategy, analyzing the problem of current marketing strategy. Then the thesis analyses the main environment, industrial environment, main competitor and potential customers of variation marketing strategy, which is the exterior opportunity, and the enterprise resource advantage and product advantage, which is the interior condition to compete.In the selection of variation marketing strategy section, the thesis analyses the meaning of variation marketing strategy, brings forward the investigate keystone of variation strategy through product, enterprise image and market. HP Indigo digital press has very particular product otherness, HP has approbatory brand image in printing industry, and HP Indigo digital press also has different character in price, channel and service, which provides us excellent condition to adopt variation marketing strategy and marketing policy.The last part analyzes the specific implement measures of taking variation marketing strategy into effect. The main implement measures include the construction of sales team and marketing tools, marketing plane and events.The variation marketing strategy brings enterprise and product strong life force and developing power, which is very important for HP to promote the marketing and sale of HP Indigo digital press.