The Research Of Tianjin UVOS Tech Company’s Marketing Strategy

Tianjin UVOS Tech co.,LTD.is China’s first and the only high-tech enterprise dedicated to R&D,production of photochromic materials.With the development of the society,the demand for the new type of photochromic materials is increasing at home and abroad.As a new high-tech industry,the new material industry has been encouraged and supported by the state.However,the high risk,high input and high return characteristics of high-tech enterprises have exposed many problems in the development of enterprises.For example,marketing management issues,product life cycle is shorter,and enterprises are highly sensitive to information.Understanding and solving these problems will play a vital role in the survival and development of high-tech enterprises.At present,the proportion of high-tech enterprises in China’s GDP has gradually increased,but it has not reached the level of developed countries in Europe and America.New materials for domestic enterprises marketing innovation research basic in its infancy,is currently in the field to contribute mostly scholars at universities,they draw lessons from foreign research results,on the basis of new research according to China’s specific national conditions.The research focus is mainly on theoretical innovation and practical exploration of marketing strategy.In this thesis,the background and significance of the research on photochromic industry are analyzed,as well as the marketing strategy and management of the enterprise are expounded.In the context of the author’s work experience,the strategic macro environment of UVOS,using the PEST model,analyzing the four dimensions of political,economic,social cultural and technological environment,and using the SWOT tool,to picture the feasible marketing strategy and development vision of the firm.In this thesis,by using the Michael Porter’s Five Forces Model,analyzing the industry competitive,competitors,the company’s competitive strength in the domestic belong to medium to high level,the need to constantly enhance the level of technology,tightly around the development strategy of differentiation,improve the company’s core competitiveness,improve the independent property rights of technology and tools innovation ability,build a new photochromic materials of leading technology companies.