Research On Marketing Strategy Of SW Plant Protection UAV Products

In recent years,with the massive transfer of rural labor force in China,the transfer of farmers' contracted land management rights has been accelerated obviously.Under the new situation,a large number of new agricultural machinery are emerging to speed up the scale of land management.As the most advanced technology of modem plant protection,plant protection UAV has attracted the attention of agricultural departments and farmers rapidly because of its flexible operation and long-distance operation.SW company enters this field and tries to get a piece of cake in it.It is necessary to study the marketing strategy of plant protection UAV products of SW company,so as to formulate a reasonable and effective marketing strategy.Based on STP target marketing theory,4P and 4C marketing mix and organizational marketing theory,and taking SW company's plant protection UAV as the research object,the author makes a brief analysis of the present marketing situation of plant protection UAV in SW company by using qualitative research methods such as investigation and analysis method,literature analysis method,case study and thematic research combined with PEST analysis and SWOT analysis tools.This paper summarizes the existing problems in marketing,analyses the macro-environment and customer demand of plant protection UAV in SW company,and takes Wuxi Hanhe,Anyang Quanfeng and Dajiang as the representatives of competitors,so as to deeply analyze the opportunities and threats SW company faces.Through analysis and research,this paper proposes to change the former 4P theory based on product to 4C marketing theory based on user.At the same time,according to 4C theory,the paper puts forward suggestions for improvement from the consumer's point of view:first,product strategy oriented to satisfy user's needs;second,price strategy oriented to reduce user's cost;third,to improve use.Facility-oriented channel strategy;Fourth,communication-oriented sales promotion strategy,but also the corresponding organizational,personnel and financial aspects of the security measures.I hope this paper can provide reference for SW company's plant protection UAV product marketing strategy.At the same time,I hope that this study will be helpful to other similar companies in the plant protection UAV industry represented by SW Company,so as to better promote the whole plant protection UAV industry.