Research On HXCJ’s Marketing Strategy

HXCJ Technologies Co., Ltd is a high-tech enterprise of optical access in edge networks,offering multi-service products with professional design. Having engaged in edge networksand solutions for over16years, we have been provided on Optical transmission equipment,（MSAP,PON）In recent years, with the access network industry continues to mature, the threshold oftechnology continue to lower, competition in the market gradually being a intense situation,although the company is also able to maintain a stable living condition, but, we are lack ofmotivation for sustainable development, core competencies and the advantages of the pastbecome not obvious. So faced with this situation of weak growth, how to find the company’sstrategic positioning, determine the appropriate marketing strategy, that become a solvedurgently problem.Therefore, according to the company and the access network industry of the actualsituation, the author impress on4P, five forces model, market segmentation, SWOT analysisthat related to strategic marketing management theory etc, analyzing the company’s internaland external environment, putting forward the appropriate marketing strategy for the actualsituation of the company.The research provides practical reference for HXCJ company in marketing strategicregulation and adjustment, to provide some feasible reference. Also, the research providesstrategic marketing management and strategy formulation of actual combat scenario for thedomestic industry.