Study On The Marketing Strategy Of H Company's Low Power Laser Equipment

With the development of laser technology,laser processing application is becoming more mature,and competition in the laser equipment market is becoming more fierce especially in the low power laser market.A large number of small and medium-sized low power laser equipment manufacturers appear in China,playing a price war in the low power laser market.As a leading enterprise in the laser equipment industry,H company also faces some challenges in this market competition for its low power laser equipment.In order to improve the market sales situation of the company's low power laser equipment,this thesis studies its marketing strategy to provide a meaningful theoretical guidance for H company and other similar enterprises.In this thesis,the STP theory and 4Ps theory of marketing are firstly analyzed.Based on those theories,the competitiveness,internal and external environment,advantages and disadvantages of H company's low power laser equipment market are analyzed by using Porter's Five Forces model,PEST analysis method and SWOT matrix.In the past,H company relied too much on A customer,but in recent years,for various reasons,A customer's purchase of H company's equipment was greatly reduced,resulting in a sharp decline in H company's revenue of the equipment.Although H company's products are diversified,it lacks market competitiveness due to the lack of product differentiation,high price,and failure to perfectly match the needs of small and medium-sized customers in low power laser equipment market.H company's low power laser equipment has a single sales channel,low distribution density and therefore low market share.Based on the theoretical analysis,current situation analysis and problem analysis,the target market of low power laser equipment is segmented at different levels including domestic market and international market by region,key accounts and small customers by order size and industry customers.Then the target market is defined.According to the characteristics of customer demand,the market was divided intohigh,medium and low end.The new marketing mix suggestions are given:(1)Provide customized products and services to middle and high-end market customers with the original price strategy,and launching standard equipment with home-made laser source with a cost reduction in the low-end market;(2)Establish indirect and online channels to increase distribution density to compete for the small and medium customer market;(3)Use social media,customer case sharing and customer brand influence to expand their brand influence.At the end of the thesis,the corresponding safeguard measures are proposed.H company should actively change its sales concept from sales-driven to innovation-driven,enhance customer experience through continuous customer engagement to enhance customer loyalty,optimize the organizational structure and actively promote the construction of marketing team.Through the study of this thesis,we have found the problems in the sales of H company's low power laser equipment,and formulated feasible marketing strategies and implementation measures for it,which has a practical and theoretical significance for the development of the company.At the same time,the other similar enterprises can also learn from it.