Study On The Marketing Strategy Of K Company’s Sensorproducts

The rapid development of China’s economy and the improvement of living standards, and so did the consumer for consumer goods of high standard requirements, intelligent and humanization. need a lot of sensor products to implement these functions, the sensor can be widely used in various fields of social development and human life, will directly benefit from each sensor industry, is expected to 2015-2018. all sensor enterprise of the world will double the sales amount, in China, the sensor industry has entered a golden stage.This thesis mainly to production of the sensor K company as an example, through analyzing the K company’s current marketing strategy, found that sales force is weak, high cost, long development period, to the market feedback slower as the important factors restricting the development of K in China, the sales staff is insufficient, a line of office duties is not clear, sales and research and development cannot be efficient communication factors lead to the marketing in China for the passive situation, difficult to achieve company’s performance target.According to the above problem, this article through to K and analysis the advantages and disadvantages in the company’s internal and external environment, and competition and the analysis of the characteristics of target customers and market, to market positioning, target market selection and product market segmentation research, to find suitable for the marketing strategy of K company’s sensorproduct in China area, and the subsequent marketing strategy and guarantee the implementation of the rationalization proposals are put forward.In this paper, using the market positioning, market segmentation and analysis method on the basis of the SWOT analysis and 4 ps marketing theory to the present state of development of K company has made a comprehensive analysis and research, the purpose is to establish a is able to adapt to the market and can promote K company marketing strategy in its development, there is no doubt that K company’s future strategic development strategy should be taken to reverse type, should take advantage of Japan and South Korea company research and development ability, considering the specific needs of China market, improve the level of the whole company in China research and development, solve the channel construction and management, information management, sales force and management problems, consolidating the market share, through the analysis of market demand, to find and develop new market in China.Through the sensor in this paper, the K company products in China area marketing strategy research, can give the sensor enterprise in China’s strategy has the certain enlightenment, first of all need to product positioning, enterprise itself determine the target market and market segmentation, and targeted marketing strategy in order to achieve the goal of enterprise product promotion and brand building.