Research On Marketing Strategies Of Han's Laser Co.,Ltd

Shenzhen Han's laser is Asia's largest professional industrial laser equipment listed company, is the world's third largest laser processing equipment production plant, the main business for the laser marking machine, laser welding machine, laser cutting machine R & D,manufacturing and sales. Product applications include: industrial applications, information technology, biological medical several major aspects, including aerospace, sheet metal processing, railway cars, construction, electrical appliances, furniture manufacturing and other industries.Today, the laser industry competitive incentives, the company encountered market share is difficult to upgrade, the bottleneck of the decline in profit margins. How to choose the marketing strategy scientifically, using the advantage to break through the present situation is the key problem of this paper. This research not only has important significance to the further development of Han's laser, but also provide a reference for the development of the laser industry practitioners.Based on the comprehensive review of the theory and the realistic background of Han's laser, based on the basic theory of marketing, by PEST, five competitiveness model and the SWOT analysis method, the full analysis of the macro industry, Han's laser and internal environment. STP and 4P combination theory, put forward Han's laser target market,marketing strategy and implementation measures based on.This paper is divided into five parts. The first part, the first account of the background of the origin of this study, significance and ideas. Subsequently, the methods used in the research process, and the framework and content design of the research are expounded. In addition, the possible innovation of the research process is explained. The second part is the related theoretical basis and research summary. The third part puts forward the current situation of Han's laser marketing strategy and existing problems. The fourth part is the main content, analysis of the marketing environment of Han's laser company, is mainly carried out a comprehensive analysis from the macro environment, Han's laser industry environment,internal environment, and then SWOT analysis method analyze and summarize the advantages and disadvantages of induction within the company, environmental opportunities and threats. Fifth part of Han's laser target market segmentation, and select the appropriatetarget market; secondly, put forward specific marketing strategies. Finally, mainly from the organization construction, system construction, resources and other aspects of security measures for the implementation of the marketing strategy of Han's laser company.