Study On Marketing Strategy Of Mact Brand

The author has been engaged in the field of environmental monitoring for many years.He has witnessed the gradual maturation of the environmental monitoring industry from 2005.He is familiar with the market rules of environmental monitoring.In 2017,he started his own business,took the post of general manager of T Company,and started a journey of innovation and entrepreneurship.In the process of starting his business,through observing the market rules,he found that there are many environmental monitoring enterprises in A Province at present.There has been a decline in performance and failure to break through the corporate ceiling.Although T company has adopted the business model to manage,it also faces some new problems and needs a theory of business model innovation to guide.Fields theory is not an isolated innovation theory of business models,but is based on the expansion and innovation of traditional business models.Fields theory regards enterprises as two different components of "field" and "domain".Fields refer to their internal structure and "domain" refers to their external environment.They exchange material,energy and information with each other.Field and domain can be analyzed and quantified by many traditional theories.This paper innovatively uses the combination of field theory and business model innovation theory to study the business model of enterprises.By comparing the existing business model innovation theory and field theory,it shows the relevance of field theory and traditional business model innovation theory.At the same time,this paper combines T company's social environment,industry background and the characteristics of the company's business model,using case study method,carries out theoretical analysis and discussion.Through the analysis and research of the establishment and development process of T Company,an online environmental monitoring industry company,starting from the field and point breakthrough theory,the paper analyzed the existing field and business model canvas of enterprises.At the same time,from the perspective of enterprise's future field,the innovation field and breakthrough point of T company are analyzed.Through the analysis,the new future business model canvas of T company is obtained,and then the field plan of T company's executable business model change is obtained.At the present stage,T company needs not only the analysis of strategic direction,but also the directly executable landing plan.Therefore,in discussing the causes of plateau bottleneck encountered by T company in its current development,it is found that the limitation of passive acceptance of external market influence by enterprises based on their internal core competence and resources is one of the major factors,and the focus of this discussion is on this factor.Finally,it is pointed out that T company needs to combine external resources to attract external resources to participate in the company's field and form resource integration through the establishment of enterprise's field platform.Finally,an executable scheme for enterprise business model innovation is obtained.Through the case study of T company,the conclusion is that T company's business model innovation landing scheme,which is based on the optimization of T company's existing business model,rather than the subversion of the existing business model,ensures the stability of business model innovation.At the same time,the business model analysis method from the perspective of innovation field can also provide reference for other start-ups.