Research On Marketing Strategy Of H Musical Instrument Company

With the continuous development of China’s economy and the increasing influence of China in the world,the Chinese musical instrument industry has been developing rapidly.According to statistics,China has become the largest musical instrument producer and the second largest musical instrument market in the world.Despite the continuous development of domestic musical instrument enterprises,there are still many problems in the face of increasingly fierce competition in the domestic and foreign markets.For example,the products of China’s musical instrument manufacturing enterprises are mainly medium and low-end products,and their market competitiveness is not strong.In recent years,the domestic and foreign markets have changed a lot,and the musical instrument industry is facing a new situation.For example,the international trade friction is getting worse,the international situation is becoming more unstable,the Internet technology is progressing,and the domestic musical instrument training market is expanding.How to face the new opportunities and challenges in the market is a problem that must be solved in the development of musical instrument enterprises.Taking the western musical instrument manufacturer: H musical instrument company as an example,this paper studies its marketing strategy according to the ideas of raising problems,analyzing problems and solving problems.Firstly,I read and refer to a lot of literature and periodicals related to marketing strategy,and summarize the basic marketing theories such as STP and 4P,as well as the analytical methods such as PEST,SWOT and porter’s five forces.According to the field investigation and the reference of relevant materials,to understand the basic knowledge of western Musical Instruments,the basic situation of H musical instrument company and the development status of the musical instrument industry.Then,SWOT and porter’s five forces are used to analyze the strengths and weaknesses,opportunities and challenges of H musical instrument company,as well as the company’s all-round market competition in suppliers,buyers,substitutes,potential competition and industry competition.Then,according to the specific situation of the analysis,the marketing strategy was developed.With the STP theory,the company was classified into market segments,selected appropriate market objectives and market positioning,and the4 P marketing theory was used to develop specific marketing strategies in terms of products,prices,channels and promotions.In order to ensure the smooth implementation of the marketing strategy,finally,the company in the organizational structure,human resources,assessment system,corporate culture and other aspects of the design of specific plans.At present,there are few researches on musical instrument enterprises in China,and even fewer on the marketing of musical instrument enterprises.This paper has certain reference and reference significance for other musical instrument enterprises to develop their own marketing strategies under the new situation,and has certain promotion effect on the research and development of the marketing theory of musical instrument enterprises.