Shenzhen Yuanwang Valley Company Radio Frequency Identification Product Marketing Strategy Research

With the rapid development of microelectronics information technology, as a core part of the industrial chain things networking, RFID technology has been concerned. In the late1990's, Shen Zhen Invengo took the lead in the RFID, after years of development, has become the representatives of this industry, this article carries on research mainly from the marketing strategies.The first chapter is the introduction, this part analyzes the present situation and background of Invengo radio frequency identification product, and expounds the significance of gazing out its marketing strategy research. In addition, at the end of the article, this chapter introduces the company from its background, organization and the development, lay a foundation for the marketing strategy analysis.The second chapter analyses the current situation and market of invengo, using relevant marketing theory method, doing macro analysis in four aspects of political, legal, economic, and social culture and technology environment; and microscopic analysis in RFID products market, GuoTie railway market and potential industry enterprise market.The third chapter analysis the market competition environment and situation, using potter five competitive forces model, analyzes the competitive power of RFID industry environment, method, and studies its company strengths, weaknesses, opportunities and threats With SWOT analysis.Chapter four is the core component of this paper, the full design of its marketing strategy, first from market segment, target market selection and discusses the orientation, making the marketing strategy choice ideas clear. Secondly, through4P marketing theory, from the aspects of product strategy, price strategy, channel strategy and sales promotion strategy, to make and design marketing strategy looks the planning and design.Finally,summarizing the effect of the implementation of marketing strategy. To ensure the implementation effect, the fifth Chapter designs from marketing strategy security measures, focusing on marketing system and organization structure and management mechanism. Chapter6, through the research on the marketing strategy of Invengo, summarizing strategy that the RFID enterprise needs, as well as the solution and thinking for the existing problems.To sum up, as the industry representatives, the development strategy, the enterprise culture of Invengo and so on are so meaningful, especially the marketing strategy which have more profound research meaning and reference value.