| Internet of things is defined as the third information technology revolution afterthe computer and Internet by many experts and scholars. The computer realizes theautomatic processing of data information, while the Internet realizes theinterconnection and interworking of digital information regardless of space and time.But the data input of the two information technologies is carried out by hand, whichcomes a bottleneck in the automatic process of data information. The nature of theInternet of things is to solve this problem. The acquisition of data information willbecome easier in automatic collection and input.The construction and development of the Internet of things have been raised tothe strategic level by the nation. The RFID is a core technology in the field ofInternet of things and its development also caught the attention of the whole society.When prime minister Wen Jiabao inspected Wuxi in2009, he pointed out to makethe key research of RFID core technology. The great attention from state leadersreflects the positive attitude to the development of RFID. In the early of2012, theministry of industry and information technology has officially released the TwentiethFive-yearPlans for the Development of the Internet of Things, which is also definedto preliminary complete industrial system construction by early2015and formrelatively perfect IOT industry chain. Forecasting China’s IOT market will be morethan500billion RMB by2015. It will be one trillion markets in2020. All thesethings mentioned above laid a long-term policy for the development of IOT industry,which will provide a healthy and rapid development space of the RFID industry.Now, the development of the Internet of things stays in a early stage. All kinds of standards and the industrial structure is not mature yet. And the scale ofenterprises engaged in IOT market is not large. So far, only a few domestic IOTenterprises become the listed company in the gem. The company, like Changchunsunshine technology development Co., Ltd., entering this field in the early time,meets more challenges and opportunities. With the change of market environment,the market competition pressure is becoming bigger because of various followersentering this field. Many tough questions need to face for the Changchun sunshinetechnology development Co., Ltd., such as adjust marketing strategy, fully analyzingthe competitive environment, clear target market, grab market share as soon aspossible, lock high-quality customers and get more profit etc.This paper makes a further research for IOT marketing strategy of Changchunsunshine technology development Co., Ltd.. First, according to the developmentsituation and trend of the core technology RFID, combined with the background andmain products of the company, the problem situation and research thought are putforward. Second, by means of PEST analysis, macro environment of the current IOTand RFID are analyzed. Using the SWOT analysis method, the advantages andweaknesses as well as external opportunities and threat of the Changchun sunshinetechnology development Co., Ltd. are compared. Therefore, the company shouldtake the essence, abandon dross, look for opportunities for the development andavoid risk. Third, through the STP analysis for the current IOT market, the marketsegmentation is carried out. Then, choose clear target market to enter, differentiationclassify the company products and make a reasonable product market positioning. Atlast, based on the selected target customers, products market orientation and thecompany’s future development direction and strategy mentioned in the third part ofthe paper, according to the theory of4Ps, the marketing strategy combinationincluding four core elements of product, price, channel and promotion is discussed.A strong marketing team is established, which helps the company positively facing growing market pressure and challenges and achieves the leading position in themarket competition as soon as possible. |
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