Research On A Company The Electronic Map Product Of Navigations Marketing Strategy

The existence and development of an enterprise must rely on a variety of effective r esources;along with the constantly changing market demand,the enterprise itself usually make profits via the means of creating new product lines and providing a new offering to customers.Due to the increasing competition,the industry of navigation electronic map,once in the monopoly position,now is confronted with the shrinkage of profit margins.Therefore,it is practically significant to study how to accurately hold the market t rend to meet customers' demands and then readjust the research and development direction accordingly with related marketing theory,which can strengthen its strong position in market competition.In recent years,some policies and guidance,aiming to develop the satellite navigation electronic map industry and GIS industry and to optimize the development environment,have been released by the government departments including the State Council,NDRC,MII,MOST,the State Bureau of Surveying and Mapping and the Ministry of Transport.It is the fundamental measure that is applied to further strengthen and improve the infrastructure construction and to establish the geographic location information integrated services pla tform with modernization and intelligentization so as to provide an increasingly perfect market environment as foundation for the further development of the intelligent navigation electronic map product industry.Therefore,for Company A,navigation electronic map market has a wide future,which is worth conducting in-depth analysis and research on its marketing strategy,thereby,the Company A can achieve its long-term stable development goal.Taking “the study of marketing strategy on the navigation electronic map products” as a vivid example,some specific marketing problems are discussed in this paper in detail based on literature analysis and case studies.The first part is the introduction including research significance,research content,research method and the arrangement of each part.The second part deals with marketing theory,particularly on the conception of marketing,STP marketing theory,SWOT analysis,PEST theory and 4 P theory.The third part deals with case study,the comprehensive analysis and study of Company A's navigation electronic map products show the current situation of the company and exemplify the marketing enviro nment,and its strength and weakness,opportunities and threats.The fourth part analyzes on market segmentation and market positioning of Company A's navigation electronic map products specifically.The fifth part develops an in-depth study on the formulation of specific marketing strategy comprising product strategy,price strategy and channel strategy.In add ition,workable implementation schemes are illustrated.The final part deals with main research conclusion and prospect of research papers.