Case Study On Marketing Strategy Of The Innovative Product Named Xy From A Start-up Company

In recent years,the government encourages the innovation and entrepreneurship.Especially under the direction of the slogan “mass innovation,multitude entrepreneurship” advocated by the Prime Minister Li Keqiang,the local governments introduce safeguard procedures for “mass innovation and entrepreneurship”.More and more innovative start-ups have emerged in China.As we all know,for the market,innovative products often face with many difficulties,such as product positioning isn't clear,market acceptance isn't high,consumers take exception to the innovative perspective of products,mass market needs education,but similar products haven't yet launched or very little,then lack of the allies during the process of educating the market.At the same time,the external economic situation and competitive environment is changing,how the innovative products find the exact direction of survival and finally go into thousands of households,which should be closely watched by each product trader.The so-called product of mass innovation and entrepreneurship,which refers that its company set up based on such an innovative product,that is,innovative product of startup companies,especially refers to innovative product of newly-established firm.And the newly-established company,generally refers to all kinds of enterprises that just founded and have no enough funds and resources.This article takes such a mass innovation and entrepreneurship product as an example,which is named xy,and combines with the product's domestic and international industry environment and current situation,according to the actual situation of its startup companies,utilizes a series of marketing theory and analysis methods to analyze the relevant market,sales,operations and other aspects,and identify the problems and provide the suggestions of improvement.We hope that can take example by other start-up companies for the innovative products.