Study On Marketing Strategy Improvement Of Video Conference Business Of Panji Company

With the rapid development of video communication technology,more and more enterprises,governments and public institutions start to shift from offline to online office,and the demand for online office is expanding day by day.This article takes Panji's video conferencing business marketing strategy as the research object.First,the PEST model is adopted to analyze the external macro environment of video conferencing,The current development of video conferencing is strongly supported by national policies.This epidemic has increased the demand for video conferencing.The technology of video conferencing has been soaring and the technology of video conferencing has matured.The country ' s economic recovery and maintaining a continuous trend are also in line with the external conditions for the development of video conferencing.Secondly,In this paper,porter's five Forces model is used to analyze the competitive environment of the video conferencing industry of Panji Company,and it is proposed that Panji Company faces the competitive pressure from the video conferencing manufacturers which occupy a large market share in the video conferencing business;in addition,Tencent,Alibaba,The strong landing of Douyin platforms with a large amount of traffic has increased the pressure on the video conferencing market;at the same time,the popularization of smart phones and smart home appliances,embedded video conferencing functions in them will also have a certain impact on the video conferencing market;The EFE matrix and IFE matrix analysis are used to analyze the opportunities,threats,advantages and disadvantages of the internal and external environment of the enterprise.Third,this paper USES STP marketing strategy analysis framework to divide and position the target market of panji's video conferencing business,and determines the government and financial industry as the target market of Panji's video conferencing business.Fourth,based on the 7PS marketing theory,from the 7 aspects of "products,prices,channels,promotions,personnel",proposed to optimize video conference products,adopt differentiated pricingstrategies,build network marketing channels,and develop lines Promote promotion business,improve staff professional level and service quality,increase product display area and experience area,strengthen staff service behavior management and consumer information management.Finally,the paper puts forward several guarantee measures,such as organizational system guarantee,after-sale service guarantee and technical training guarantee the smooth implementation of video conference marketing strategy of Panji Company.This article provides a scientific reference basis for accurate positioning of the market and precision marketing on the improvement of the marketing strategy of the video conference business operated by Panji Company,and provides reference value for the market expansion of the same type of enterprises.