Study On Marketing Strategies Optimization Of Akoss Company

With the rapid development of China's economy and society and the gradual opening of the two-child policy,a new wave of marriage and breeding is coming.At the same time,as the consumption subject of the wedding market is gradually becoming a part of the wedding market,people's attention to the wedding and the personalized expression also put forward higher requirements.Since 2010,the amount of related consumption generated by marriage in China has reached hundreds of billions of yuan each year.Under the influence of this market attraction,more and more market players are trying to seize this potential market.From the initial development in the early 1990 s to the early stage of this century,and to the trend of personalized brands,the wedding market has gradually matured over the past 30 years.However,due to the large number of wedding companies in China,the general scale is small and the products tend to be similar,so the competition among the industries is also very fierce.AKOSS Company is one of those companies.This article hopes to study and improve the marketing strategies of Akoss company to make the company in the fierce market competition to gain more market share,and enhance the economic benefits of the company,find a more diverse,scientific,and long-term development.This paper firstly summarizes the present situation of wedding industry in China and the development and marketing strategies of AKOSS company.It is concluded that the company has the same product and service in marketing strategy,lack of flexibility in pricing,insufficient channel breadth,and a single four aspects of promotion method.Then,aiming at the above problems,we propose specific optimization objectives,classification of wedding market,target market selection and market positioning.On the basis of 4P theory,this paper puts forward the strategy of improving consumer demand and raising the threshold of consumption to solve the problem of homogenization of products.To solve the problem of product price flexibility with "independent differential pricing".To realize the convenience and diversification of sales channels by means of the integrated resources of relationship marketing.Solve the problem of lack of promotion means by means of network marketing,brand building and other promotion methods.In addition,this paper also puts forward the concrete measures to ensure the effective implementation of marketing strategies.