Marketing Strategy Optimization For RX Company Based On Customer Value

Along with the implementation of new-type state urbanization strategy,urban-rural gap gradually narrows down and per capita income of residents increases progressively year by year.In the meantime,accompanied by the unceasing promotion of people's living standards,urban and rural residents have giant consumption potentials.In recent years,due to the fast development of the tertiary industry,the daily-use glass industry closely related to the life of residents ushers in unprecedented development opportunities.Out of its specialty of green,environmental protection and security,daily-use glass products are very popular among consumers.RX Company is a small-sized daily-use glass ware manufacturing company founded for just five years.In consideration of the intense market competition posed by surrounding numerous large-scale glass ware manufacturing companies,RX Company could only establish a favorable relation with consumers and win their preference by product design and specialization,sound service management and convenient purchase channel.Marketing strategies formulated based on consumer values could win the competitive advantages for the company by allowing consumers to perceive the actual benefits of products brought to them by virtue of product and service specialization.Core research content of the thesis is consumer-based marketing portfolio strategy.Taking RX Company as the research object,the thesis adopts target market theory and marketing portfolio theory and starts with 4P+4V to solve problems existing in corporate marketing strategies,with the purpose of optimizing RX Company marketing strategy and increasing consumer values.Chapter One interprets the research background and significance of the thesis,present situation of domestic glass ware industry and development orientation of daily-use glass ware industry.It advises to improve corporate competitiveness by reinforcing consumers' perceived values.Moreover,it adopts material analysis,questionnaire analysis and research method analysis as the research method.Chapter Two elaborately specifies the target market theory,marketing strategy portfolio theory,concept of consumer value,and consumer value theory model.Chapter Three makes a brief introduction to RX Company and points out existing marketing situations and problems of the company.Chapter Four utilizes questionnaire to seek problems and analyze the causes of problems by analyzing RX Company consumer value components.Chapter Five proposes improving corporate competitiveness by way of optimal consumer value-based RX Company marketing strategy.