Research On The Optimization Of GS Marketing Strategy Which Belongs To The System Integration Industry In The Field Of Rail Freight Security

In recent years,with the strategy of "Belt and Road" and "eight horizontal and eight columns"put forward,railway and railway related industries have developed vigorously.At the same time,the state has raised the importance of production safety to an unprecedented level.Therefore,the railway freight transport safety industry has received more and more attention.As a leading enterprise in this industry,GS is a company specialized in providing computer application software development for railway cargo safety and transportation safety.Hardware and software system integration of the IT enterprise.In the 1990s,as a branch of the TJGD group,GS was initially formed.In 2003,the company was formally established The new three-board was successfully listed in 2012.After more than 20 years of development,GS Company occupies a considerable market size in the field of railway freight and transportation safety in the north.However,in recent years,the development of GS company significantly slowed down.Starting from the author's practical work,this paper examines the problems in the process of enterprise development from the angle of marketing,and makes use of the corresponding marketing strategies to optimize the enterprise development in order to solve the problem of enterprise development to a certain extent and reverse the declining trend of development.To optimize the marketing strategy,it is necessary to analyze the environment and the state of the enterprise.On this basis,the problems existing in the enterprise are sorted out and a targeted optimization plan is put forward.This paper makes use of PEST analysis of macro-environment to comb out the external macro environment of GS.Then the paper discusses the micro-environment of the enterprise by using the Potter's Five strength models.From the analysis of the elements of each link,we can see that from the macro perspective,whether the country's development strategy in the field of railway safety equipment or the economic development of the railway and its affiliated industries,as well as the fact that the demographic dividend in many places in China no longer exists and the trend of technological change,it shows that GS development has many favorable conditions.From the microscopic point of view,due to the good prospects of the industry,many of the original GS competitive companies have merged into larger listed companies with more strength,and the original railway tertiary industry companies have also intervened in this industry.There are also companies whose main business is not in the security field.They have also begun to get involved in this industry,resulting in increased competition in the market of industries with higher barriers to entry,thinning profit margins,and malicious low prices.Through the above analysis,using SWOT analysis method,the advantages,disadvantages,opportunities,and challenges are enumerated and analyzed one by one.Based on this,the marketing strategy of GS is adjusted accordingly.Because its target market is very clear,it can achieve a certain degree of improvement in the overall strength of the company in the marketing field after targeted product,price,channel,and promotion strategy optimization.At the same time,in order to ensure the effective implementation of marketing strategy,the article also discusses a series of safeguard measures such as organizational structure,decision-making process,human resources,incentive policy and learning team building,and maximizes the practical effect after the optimization of marketing strategy.