Study On Optimization Of Marketing Strategy Of Access Control System In H Company

Since the 21st century,the development of the socialist market economy of our country,people's standard of living and income level are constantly improving,and more and more attention has been paid to the safety and property security of their own home which also led to the development of security industry in China.By 2015,China's door industry output value had more than70 billion yuan.The demand for the door prohibition system and the rapid development of the real estate market have led to the rapid prototyping and development of the entrance guard industry in China.At the same time,under the background of global economic integration,many foreign security companies and brands have entered China's market,the H Company of America also entered China under favorable circumstances.H is the first company to develop,produce and sell access control systems.The company accumulated sufficient research and development experience,mastered the core technology of the advanced access control system,so it has a very prominent access control system technology and product advantages.H Company made a series of outstanding achievements after entering China,at the same time,it also led to the development of other brands in the same industry.After years of marketing practice and summary,although there are many obvious advantages of H Company,the performance is not significant from a marketing perspective.Compared with some domestic enterprises,there is still much room for improvement for company H,in the "Internet plus"marketing environment,it still has a larger space for development.So it is necessary for H Company to continuously optimize and improve in the marketing strategy.Based on this,the article applies literature research,case analysis,practice survey and chart analysis method to conduct a comprehensive investigation of the company's internal and external marketing environment,and analyze the marketing strategy of access system of H Company in China,which are all based on the theory of 4P,4R,4C and porter's five forces model.It also makes a comprehensive and systematic analysis to explore the advantages and disadvantages of the marketing strategy in view of the current situation of marketing development of H Company in China,by this way,the marketing strategy optimization scheme of H Company access control system products in China is proposed from the aspects of product strategy,channel strategy,price strategy and promotion strategy.What's more,it always put forward some marketing strategy recommendations,such as,strengthening the financing cooperation,expanding business scope,setting up perfect marketing team,establishing a scientific and reasonable marketing system,strengthening the construction of enterprise culture,and constantly improve "Internet +" environment optimization implementation measures.The purpose is to solve the problems existing in the marketing of H Company effectively,improve the marketing performance of enterprises,expand the market competitiveness of enterprises,and promote H Company's healthy and stable and sustainable development.