Research On Marketing Strategy Optimization Of ZH Company Communication Products

From the end of 1990s,China began to develop the communication industry.By the end of 2018,the revenue of China's communication products industry had reached 10596.62 billion yuan,an increase of 9%year on year,but the growth rate dropped by 4.2%year on year.The overall development of the communication products industry is stable,but it is no longer a high-speed growth.How to find the growth point of communication products becomes particularly important for the enterprises of communication products,and the products can only adapt to the market.Market demand and marketing mode can only meet the new business development,in order to promote faster growth of enterprises.Taking ZH Company as the research object,this paper explores the problems existing in the marketing of communication products of ZH Company,and strives to improve the market share of communication products of ZH Company and expand the marketing revenue of ZH Company.Firstly,this paper combs the relevant literature and establishes the STP theory,7Ps marketing theory and relationship marketing theory,which will guide you in this paper.Then,through the analysis of the marketing environment of ZH company's communication products,it is determined that this paper will adopt the strategy of inferior opportunities to guide the formulation of marketing strategies,focusing on the market,products,prices,channels,promotions and so on.Service to expand the market.Through accurate market positioning and the establishment of marketing measures,reduce the impact of internal weaknesses of ZH company,launch marketing around market opportunities,improve the success rate of marketing,also reduce the pressure of internal personnel,cost and other aspects,so as to achieve efficient marketing.Secondly,through the analysis of the current situation of ZH company's communication product marketing,this paper points out that ZH company has six problems:market layout is out of touch with reality,product lacks innovation,pricing mechanism is incomplete and pricing considerations are incomplete,product sales channels are too wide and there are no network channels,promotion means are not enough diversified,service efficiency is low and there is no brand image.The main reasons for these problems are that the internal contradictions of ZH company are more prominent,the relationship marketing is not paid attention to,the mobility of personnel is larger,and the uncertainty of the external market.Finally,this paper puts forward the following strategies and suggestions to solve the problems:market positioning level,through innovative research and development and service supply to occupy the market;product level,through innovation-oriented product line reconstruction;price level,based on competitors'pricing,while pricing based on customer priority principle;channel level,improve channel structure,and increase network marketing channels.At the promotion level,we should optimize on-site promotion,increase cooperative publicity and network promotion;at the service level,we should improve service efficiency and highlight brand effect;at the relationship marketing level,we should pay attention to the maintenance of relations with employees,customers,competitors and suppliers,so as to further promote the sales of communication products of ZH Company.