The Marketing Research Of LiDAR Data Analysis Products Of W Company

With the progress of science and technology,when people are amazing at unmanned vehicles,intelligent robots,3D printing products,virtual reality products and other high-tech products,LiDAR(Light Detection And Ranging)technology has been applied as their underlying core technology.At the same time,the technology has also made many breakthroughs in the fields of surveying and mapping,forestry,electric power,transportation,mining,urban planning and environmental protection,and it is becoming a focus of people from all walks of life.As early as five years ago W company had detected the development prospects of this technology,and then the company had arranged the personnel to develope and research the LiDAR data analysis software.After continuous efforts,W company has achieved great success on the LiDAR data analysis software development.On electric power transmission line supervision business in the domestic,W company first launched many practical application projects and has achieved good results and market performance,so the company hope that this product can quickly capture the market.However,the cognitive level of potential users for the LiDAR technology is not high,the costs of purchasing necessary scanning hardware are still high.Besides,there is more competition in the LiDAR market,the competitiveness of the substitute products are enhanced,Cross-industry market development progress has been slow…… these problems all appear in front of the W company.This article try to find out the reasonable marketing strategy of the LiDAR data analysis products for W company from the perspective of researching industrial products marketing management.Firstly this paper reviews the related marketing theories of the research mainly used.Secondly the paper uses PEST and Michael Porter’s Five Forces Model to do an analysis of the macro and micro marketing environment of W company,then uses the SWOT method to analyze the opportunities and threats which the company is facing,and find the company’s competitive advantage and disadvantage.Thirdly,based on the STP marketing theory this article puts forward W company’s marketing strategies.Finally in order to ensure the effective implementation of marketing strategies,this paper proposes some marketing strategies based on 4E marketing theory and some guarantee measures.By researching the LiDAR data analysis product marketing strategies of W company,this paper can also serve as reference and guidance for making the marketing strategies for the industry application software products.