Strategic Analysis Of Beijing DT Company Marketing Campaign

In the past thirty years,the railway lighting equipment industry has developed steadily and from nothing to producing a professional,standardized and independent industry.Beijing DT company,founded in 1988,is the only state-owned enterprise in the domestic railway lighting industry.It is the multiple standard-setting of country in this industry,the company patent products account for a high proportion of railway lighting products.At present,the market competition pressure of Beijing DT company has continued to increase,the market sales volume,market share decreased significantly.Therefore,how to improve and implement marketing strategy has important practical significance for the company.This thesis is takes the Beijing DT company as the research object,based on the theory of marketing strategy and data acquisition in term of the ground investigation,used qualitative and quantitative methods research techniques,from the external environment to internal environment of in-depth analysis of the company’s marketing strategy status,problems and causes,and then from the lighthouse products and industry present situation,combined with the characteristics of the company,putted forward the target market,consisting of marketing target,marketing strategy,action plan and evaluation indexes and methods of marketing strategy,provided decision reference for the healthy development of the company.In view of the development of the railway lighting lighthouse,Beijing DT company independently developed the lamp bridge product of the lighthouse in 1989,and applied for a patent to open the new era of the industry.At the beginning,the market share of the lighthouse bridge was 100%,and the annual output value was 96 million yuan.With the rapid development of the railway industry,the market is constantly changing,the demand is increasing rapidly,and the market is chaotic due to the growth of fake and inferior products in small processing plants.At present,the output value of the lamp bridge industry of the railway is three hundred million yuan,and it is on the rise.However,the industry has been stagnant for 15 years in the research and development of new products.The main reason is that the industry is mostly private enterprises,the research and development strength is weak,R&D funds are insufficient,and enterprises are short of long-term development strategy.As the only state-owned enterprise in the industry,Beijing DT company has been leading the industry for many years.However,in the past five years,due to the restructuring of enterprises,the deviation of own business direction,the sales of products have declined year after year,the funds of enterprises have broken down,resulting in the lack of research and development funds and the stagnation of work,so the current market share has fallen from 100%to less than 10%.In this thesis,the income structure of Beijing DT company is analyzed and the SWOT analysis model is used to analyze the advantages and disadvantages of the market marketing,the opportunities and challenges faced by the company.Combined with the actual situation of the company,it analyzes the necessity,feasibility and significance of formulating marketing strategy.Combing the marketing status of Beijing DT company,and it is concluded that the company is in the transition stage,and there are some problems,such as the decline of brand influence,the reduction of the scale advantage,the homogeneity,the poor executive ability and profitability.The marketing strategy design of Beijing DT company is made from the market positioning,strategic direction,strategic objectives,strategy implementation and strategic guarantee.Through a series of strategic planning,we can reverse the continuous decline of the current marketing volume of enterprises,and let Beijing DT company development present a healthy upward trend.