A Study On Marketing Strategy Of U Security Company

In recent years, along with the stable growth of social investment in fixed assets and the increase of economic activity frequency and scale, the government strengthens construction in public infrastructure. Public infrastructure project like "Safety City" "Smart City", and "intelligent transportation" which are government-oriented let the government have a great demand for security equipment advanced functions and the investment in security equipment keeps rising. Although there exists great market opportunity and the two industrial giants have dominance in the whole industry, there still exists keen competition. Hence, it's important for U company to have a exact market positioning, enhance competitiveness, develop its superiority, and make a suitable marketing strategy in favor of its development. This paper has both theoretical and practical values to help U Company make marketing strategy.Taking the current situation and development of U Company in Chinese Video security market for research object, based on the analysis of the industry environment, exterior environment and interior environment, this paper firstly makes a comprehensive study on the remaining problems of U Company, and points out its competitive advantage. Then through SWOT analysis, this paper indicates advantages and disadvantages of U Company, the chance and challenge that U Company face right now. According to theories of target market, market subdivision, target market selection, and market positioning of U Company is analyzed in detailed. At last, based on the 4P analysis, this paper proposes corresponding improvement measures from the aspects of product strategy, price strategy, channel strategy and promotion strategy.This thesis indicates the problem that exists in marketing strategy of U Company and presents rational suggestions. Developing civilian market, mastering the convergence of new technologies and video security products, strengthening brand building, and applying new media as sales promotion method are helpful in improving marketing strategy of U Company.