Research On Marketing Strategy Of W Company’s Smart Wristbands Products

The society in the twenty-first Century is of intelligent.Wearable devices such as smart products are springing up as bamboo shoots after a rain which is constantly changing our lives.Enthusiasm of People for wearable devices market indicates that this is a great blue ocean market.Among them the development of smart Bracelets is the fiercest because of its small,fashion and convenient to carry.Many companies has seized the market opportunities,but they produce a lot of homogenous smart bracelets which cannot hold consumers’ preference.In this way,sales volume is not optimistic.In this article,W company utilizes fully its R&D team of existing medical equipment and the deep background of cooperation with some major medical colleges to produce smart Bracelets which can monitor and analyses human health data.This article analyses the macro environment including political environment,economic environment,social&cultural environment,and technological enviroument.Then the consumption trend development of small bracelets is analyzed.Combining with the unique health data monitoring,the article puts out that the target market of the smart wristbands in W company is that of people with health awareness,paying attention to their own health data and having protection awareness to their own health.W company will enter the smart wristbands market as the status of market nicher according to its products especially.Its product positioning is human health management consultant.The technical and channel advantages of Smart Bracelets in W Company are determined.The product portfolio is of simplifying,paying attention to one of product functions,neutral pricing and perception pricing,combining online and offline channel strategy,and promotion strategy.The article will guide and help W Company with its launching smart wristbands market in the fierce competition,establishing a distinctive brand image,getting consumers’ recognition.