The Study Of Marketing Strategy For Laser Die Cutting Of A Company

In current printing and packaging industry,due to the small volume,customized orders increased demand,digital printing edge highlights.Digital printing technology,taken as the complement of traditional flexographic printing,letterpress,planographic printing became more and more popular on market.Laser die cutting technology is a new cutting technology,as the best partner of digital printing finishing,with precision,fast,real time variable characteristics,is the irreversible trend and development direction under printing and packaging industry digital background.A company is a professional high-tech enterprises committed to providing global users with small and medium power laser processing solutions.It is the first company to introduce the concept of laser die cutting into printing and packaging industry in China.A few years ago the company invested the formal research of laser die cutting products into printing and packaging industry.But with the continuous development of the market,customer demand for personalized obviously.Due to lack of systematic analysis of the relevant market,the company did not form a perfect marketing strategy,so the sales situation has not reached the expected.Through Review of the literature of domestic and foreign market on laser cutting industry status and trends analysis,and with the Porter's five forces model analysis of the basic situation of competition of laser die cutting industry where A company stayed,the competitiveness of A company's products are fully analyzed.Through the analysis,we get the clear picture of A company target market and product positioning.Found out the main problem of the company's current marketing strategy is the product technical barriers,lack of R & D capability;product positioning and market segmentation appear serious problem;channels for the breadth and promotion strategy is not deep enough.In view of the existing problems,this paper puts forward the improvement methodsand measures of the marketing strategy of A company.That is building product marketing of different types in different areas of the market and customer base.In the marketing channel construction of stepped up efforts to attract more qualified machinery and equipment dealers,agents in printing and packaging industry to cooperate with A company;From external aspect,focus on customer relationship management and value creation,from internal aspect,strengthen the communication and cooperation between the R & D and production department and marketing department.