Research On Electronic Scale Marketing Strategy Of MEL

With the ceaseless improvement of weighing instruments,electronic scales have become a special product branch in the domestic market.Paying attention to the trend of its market development and changes in product forms,the domestic retail industry shows an overwhelming development gradually.From the dynamic changes in the market share of electronic scales each year,there can be an essential concern around the development of the retail industry.This is also the significance of this article's first attention to electronic scales.With the development over the years,the market of the whole electronic scales industry has steadily matured,and the core technology has also taken shape.The electronic instruments industry is now not an emerging industry already.However,there still exist some issues within the improvement of the industry.How to occupy more markets and gain the favor and trust of consumers is still a common concern of electronic scales manufacturers.As a leading enterprise,the product sales status of MEL company can prominently represent the situation of the entire industry,but also has its own unique problems.Therefore,these problems in franchising,extensive authority of distributors,the declining customer loyalty,and unbalanced regional development will be discussed in this study.Furthermore,with the help of Michael Porter's Five Forces Model and SWOT analysis tools and STP analysis tools,the study will discuss four aspects of MEL company: the advantages such as good brand image,excellent research and development strength,and outstanding product quality;the disadvantages such as insensitive market sense,untimely update of concepts,and after-sales service problems;the opportunities such as huge market potential,few similar substitutes,huge labor market;the external threats such as fierce competition in the industry,and low market thresholds.Moreover,based on the analysis of the causes of four aspects above and sorting out the company's product sales status,the market can be subdivided into high,medium and low segments.While expanding the high-end market,continue to explore the mid-end market to form its own product scale is also necessary.That is to say,choose a high-to-mid-range market as a reasonable target market,and locate the product as a highly innovative and classic product image.While having a closer understanding of the consumers and industry competition status,consider and analyze problems from the perspective of consumers rather than seller market indoctrination,combining with the 4C theory of marketing mix strategies,namely customer solution,customer cost,convenience strategy,and communication strategy.Switching perspectives allows the company to find a suitable marketing mix strategy,thereby helping MEL company to develop unique marketing methods that meet the current market environment.In order to ensure the implementation on the basis of marketing strategy formulation,three guarantee measures have been formulated at the same time.Human resources are the fundamental guarantee for effective implementation of corporate strategies.Hence,the plan can be implemented.Corporate culture ensures the direction of development and the connotation of products.Besides,Relying on the organizational system ensures the efficient and organized operation of the company,therefore,guarantees the implementation of marketing strategies,and finally achieves breakthroughs in the sales of enterprise products.