A Company Rfid Emerging Market Strategy Research

With the arrival of the wave of Internet of Things, the core technology of RFID (Radio Frequency Identification, RFID) technology has increasingly become a focus of public attention, RFID is the application of radio frequency identification signal to identify the target. The radio frequency identification technology is a built-in radio chip technology, a certain amount of chips to store information. By the RFID reader reads the chip information and non-contact identification technology, object identity. A wide range of RFID applications, its biggest advantage is the overall improvement of work efficiency.Company A is a cross-industry global company, providing customers with products and services in over60countries and regions around the world. The major products and services, security products and services, fire protection, and monitoring products and services, flow control products, as well as other industrial products. Most of the products in their business and brand in a leading position. Is the world’s largest electronic security and monitoring service provider, Company A to provide security services around the world over9million residential, commercial, industrial, and government departments, customers, including90percent of Fortune500companies.A traditional products for the security fire-related products, the RFID business is the emerging business applications in the developed countries in Europe and the United States, although there are years of history, but in this emerging market in China is still a blank, but traditional business of Company A for the security and industrialization in the Chinese market products to enter China since the1980s, a good share of the low in the industry is also important, but because of the early strategic focus and product positioning, until2009, began to expand the field of RFID market in China, how to make the company’s sales continue to increase and enhance market share continues to improve, how to formulate a reasonable marketing strategy to solve the problem of Company A.In this paper, under the guidance of the marketing and strategic management theory through the analysis of the competitive market environment, and the use of SWOT analysis of market segmentation and positioning the products of Company A, via the STP market analysis based on the company’s existing actual situation, attempting to design a marketing strategy of the Company A model more suitable for the development of the company’s RFID products.This article is divided into five chapters, the first chapter of the problem and Company A is currently facing problems, and references for this literature set research methods and content. The second chapter of the history of the development for the entire RFID industry, the state of technology, the business model of the RFID industry chain of RFID development ideas. Chapter III by means of a SWOT analysis to analyze the market, macro-environmental factors faced by the Company A, analysis of Company A to face the market with the necessary marketing strategy. Chapter via the STP analysis, analysis of Company A in the face of market segments and target market and positioning strategy. Chapter by4P theoretical analysis Company A’s price, promotion, channels and strategies.Various types of domestic and foreign literature are concentrated in the research industry as a whole, as well as industries and enterprises, independent enterprises, expand the new RFID business, but few people interested, this is a unique perspective of great practical significance. This paper discusses the Company A enterprise to seize some part of the market potential in the market competition and formed their own unique competitive advantage, to adjust their marketing strategies based on SWOT analysis as well as STP theoretical knowledge as Company A, while this article have out the conclusions of other similar development of new RFID business enterprises, especially in the different areas of program development in this emerging high-tech business enterprise has a certain reference significance.