Research On Marketing Strategy Of 3D Printer For JIC Company

As an interdisciplinary digital manufacturing technology,the 3D printing technology has been developed in Europe and the United States in recent decades.In early 2013,the importance of the technology was highlighted by President Obama in his state of the union address.The 3D printing industry began to develop rapidly in the United States.In the same year,China's ministry of industry and information technology also began to increase support for the 3D printing technology,and jointly issued an action plan on the development of the 3D printing industry with 11 departments in 2017 to guide and promote the healthy and orderly development of the industry in China.JIC company is a sales-oriented company with more than 40 years of marketing and sales experience in China.It can play its own advantages and role in the promotion of the 3D printing technology,the sales of the 3D print-related products and the industrial applications.There are few researches on 3D printing marketing in existing literature,which is obviously not enough for the industrialization and commercialization of the 3D printing technology.Any good technology also needs good marketing means to promote it.JIC company can provide the training and education for users in the marketing process,so that everyone can have a better understanding of this new technology,which is conducive to the promotion and sales of the 3D printing related products and services.Based on this purpose,this paper tries to provide a feasible marketing plan for the reference of JIC company,but also for other similar companies to provide a certain reference.This paper mainly adopts the method of literature analysis,market research and case analysis to study the 3D printer marketing of JIC company.Firstly,this paper expounds the research background and significance of the 3D printer marketing,reviews and summarizes the related technologies and marketing literature of the 3D printer,and introduces the STP theory,the 4P theory,the 7P theory and other relevant marketing theories.Then from the JIC company's own marketing practice,using PEST analysis method to analyze the external market environment,using the method of porter five competitive to analyze industry environment,using the SWOT strategic analysis method to analyze the JIC company's own strengths and weaknesses,in the face of risk and opportunity of system,and accordingly puts forward the JIC company's market competition strategy.Based on the marketing theory,this paper subdivides the market related to 3D printer,points out the target market of JIC company with competitive advantages,and makes market positioning for the company,then puts forward the market positioning strategy "comprehensive provider of 3D printing products and service solutions" for JIC company.Based on the market competition strategy and the market positioning strategy,the 3D printer marketing strategy combination is developed from the product,pricing,channel,promotion,personnel,process,display etc.that should be paid attention to by the company,so as to help the company better achieve the marketing strategy goal.Finally,the paper puts forward some suggestions and safeguard measures for JIC to implement the marketing strategy of the 3D printer,summarizes the research conclusions of the paper and forecasts the development of the 3D printing industry in China.It is especially pointed out that in the constantly changing market environment,enterprises should pay attention to national policies and market changes at any time,according to which they should constantly optimize the existing marketing strategies,so as to take the lead in the future market competition and maximize enterprise value.