Study On Marketing Strategy Of RK Geophysical Instrument Company

Marketing is an important activity related to the survival and development of enterprises,and the production of geophysical instruments plays an important role in China’s economic development.This article takes RK company’s geophone products as the research object,conducts in-depth analysis of the marketing status of the product,finds the existing problems,and provides a set of marketing solutions,and hopes to help improve the marketing performance of RK.This paper first reviews the company’s development history,organizational structure,products,customer relationship management,etc.,and summarizes the marketing status.Secondly,based on PEST analysis and Porter’s five-force analysis,the company’s external environment is grasped.After that,combined with the company’s internal resources and external environment,the company conducts SWOT analysis,masters the company’s overall strategic choices,and provides the basis for subsequent market segmentation,target market selection and product positioning.Again,a range of marketing mix strategies are provided to support the positioning strategy.Such as product branding strategy,price strategy,channel strategy to build a multi-channel system,integrated marketing communication strategy,relationship marketing strategy.Finally,the guarantee conditions for the implementation of specific marketing strategies are proposed.By making use of the founder’s resource advantages,optimizing the organizational structure,strengthening technological innovation,improving the service system,and establishing a marketing strategy innovation system,the smooth implementation of the follow-up plan will be finally guaranteed.