Research On Internet Marketing Strategy Of Industrial Products Of A Science And Technology Company

With the development of Internet technology,the popularity of the Internet is increasing,the number of netizens has doubled,and the development of online shopping has changed people's living habits.This habit gradually extends from the field of consumer goods to the field of industry.For industrial enterprises,Internet thinking marketing means opportunities and challenges.The Internet provides a platform for enterprises to display products and services,transmit information to customers and communicate with customers at any time,reduce the cost of communication between enterprises and customers,improve the quality of service and ultimately achieve the long-term interests of enterprises and the promotion of brand reputation.By using the methods of literature research,this paper studies the formulation and perfection of Internet marketing optimization strategy of A Science and Technology Company,which is helpful to change the traditional marketing strategy of A Science and Technology Company,enhance the market share of A Science and Technology Company and improve the market competitiveness of A Science and Technology Company.This paper first introduces the background of Internet,industrial product marketing and the development trend of industrial product marketing at home and abroad,and expounds the marketing mode,situation and strategy of industrial product marketing.Secondly,according to the relevant theoretical literature,it defines the Internet thinking,the connotation,classification,the connotation and characteristics of industrial product marketing,and the industrial product purchase.On the basis of the analysis of buying behavior and industrial product marketing theory,the theoretical framework of this paper is constructed.Thirdly,this paper adopts the case study method to select A Science and Technology Company,which is an instrument enterprise in the industrial industry,to carry on the case analysis,introduces the development background of the company,the main products,and analyzes the marketing organization structure and marketing channel of the company.The main problems of the company's marketing strategy are as follows:consumers are not satisfied with the product appearance design,the product price competition is fierce,the marketing channel is lack of initiative and the promotion strategy is lack of pertinence.The main reasons for the problems in the company's marketing strategy are as follows: the lack of marketing talents and the network camp.Sales construction lags behind,lack of target market segmentation and after-sales service is not perfect.Finally,on the basis of SWOT analysis of the marketing environment ofthe company under the background of the rapid development of the Internet,the market segmentation,the target market selection and the market positioning are completed,and the Internet marketing combination strategy of A Science and Technology Company is put forward from the aspects of products,pricing,channels and promotions,and the guarantee of the implementation of the marketing strategy is put forward from the aspects of strengthening the management of the marketing team,perfecting the marketing organization structure and strengthening the technology and service innovation.Through the research of this paper,it is hoped that it can enlighten and draw lessons from the formulation of marketing strategy of industrial enterprises in the new era of Internet.The innovation of this paper is reflected in the following aspects: first,from the perspective of the existing customer base,deeply excavate customer needs,focus on customer pain,and optimize the existing marketing strategy of A Technology Company.Secondly,according to the comprehensive analysis of industry,market,specific competitors,marketing strategy and so on,this paper puts forward the scheme of improving marketing planning from the perspective of network marketing,which has practical guiding significance and strong maneuverability for the innovation of industrial marketing mode in our country.