| Nowadays,modern mobile communication is developing rapidly.In December 2018,the 5G spectrum of the three major operators in China was officially divided and settled,and the 5G commercial process was further established.On June 6,2019,the Ministry of Industry and Information Technology officially issued 5G licences for four enterprises,China Mobile,China Telecom,China Unicom and China Radio and Television,and China officially entered the first year of 5G!With the rapid development of wireless terminal products,it is more and more widely used.Mobile phones,tablets,RFID,walkie-talkies,wearable bracelets,watches,headphones,on-board,IOT,smart homes,automotive electronics,digit al broadcasting and other applications.There are about thousands of domestic manufacturers of wireless terminal antennas,in the face of such a wide range of applications and markets,such a fierce market competition,Emsensing Company as a start-up to adopt what kind of marketing strategy,can share a piece of the pie,so that the company to survive,is an urgent need to solve the problem in front of Emsensing Company.First of all,this paper analyzes the current situation and existing problems of the company,uses pest to analyze the external environment,five force model to analyze the industry,and SWOT to analyze the advantages,disadva ntages,opportunities and threats of the company.On this basis,under the guidance of STP strategy,the market segmentation analysis,key target market,key region,key customer positioning,product position and company image positioning are carried out,and the marketing strategy 4V + 3Rs is established: realize differentiation through product technology,technical services,customized products,market development,etc.,with functions extending from single antenna to "antenna + RF front end" According to the flexibility of different customers’ demands and functions,four measures are taken to provide users with a dded value(customers should be good technical consultants to provide pre-sales and after-sales services;find customers to help customers win the market;provide the latest information of the industry,invite users to participate in relevant conferences in the industry,help customers find new application scenarios;extend the product warranty period),create excellent products and make The customer is very satisfied,which leads to customer resonance.In five aspects,keep the old customers(regular visit,institutionalized customer visit;solve the friction or dissatisfaction;give the old customers various benefits and give back to the old customers;hold the old customer exchange meeting regularly;send greetings on festivals to deepen the emotional exc hange),three ways to achieve the relevant sales(antenna sales for product upgrading;antenna darkroom test;joint sales of RF front-end + antenna),and finally win the trust of old customers.Please let old customers give comments to Xueli company and r ecommend the old customers directly or indirectly to new customers.Typical application cases are promoted in the industry.Put forward marketing strategy implementation guarantee: build marketing team,create high standard marketing training,technical sa les cooperation mode,sales incentive strategy.I hope this marketing strategy can solve the current problems faced by the company and help the d evelopment of the company. |
