Marketing Strategy Improvement Research For B Company’s Security Products

After 2010,China’s security market has developed rapidly,and the market competition has intensified.The foreign security enterprises’ market has generally changed from offensive to defensive,and gradually retreated.The share of the security market has declined sharply.Some foreign security enterprises have withdrawn from the Chinese market.How foreign-funded security enterprises adhere to the Chinese market,how to expand China’s market share,how to win more customer support,how to better understand the needs of consumers in the Chinese market,how to understand the marketing strategies of domestic and foreign competitors,how to provide better products and services are worth studying for security enterprises.B company’s security products are one of the many product lines of its group company.The company has a wide and comprehensive product line in security products.It has been ranked in the forefront of the market in China.But in recent years,with the intensification of market competition,B company’s security product market in China is also facing market decline,customer churn and other marketing problems.According to HIS,the U.S.security industry will grow by 43% in 2017,80% in Asia and 42% in Europe,the Middle East and Africa.Asia will surpass North America in 2020 to become the largest security market.How to adjust the company’s marketing strategy,segment the market in time,better grasp the needs of users,and better survive in the domestic security market in the future of high-speed development of the industry is also a problem worthy of analysis.This article will take the marketing theory as the basic basis,take the security product market as the main research object,through the analysis of the security industry background and the actual operation of B company,through the SWOT analysis method to analyze the current marketing environment of B company,and the security industry competition situation in detail.Through the "4P" from the product,price,channel,promotion four aspects of B company’s existing marketing problems,so as to better understand the shortcomings of B company’s marketing strategy.At the same time,through the company’s target customers market research,understand the characteristics of customer demand,analysis of the company’s current marketing strategy deficiencies,on this basis,the company’s marketing strategy needs to improve the program.