Research On Marketing Strategy Of ICL Earthquake Warning Products

The 5.12 Wenchuan earthquake,which shocked the world in 2008,has caused indelible harm to our people.Both the country and the people have begun to pay attention to the work of earthquake prevention and disaster reduction,and the attention to earthquake early warning technology has also been raised to a new height.The application of high and new technology is not only an important support for scientific and technological innovation,but also an effective means to serve the society.Earthquake early warning is a quasi public product,which has objective laws in marketing.This paper studies how to get through the last mile of the application of "earthquake early warning",finds out the existing problems,and analyzes the reasons behind,And put forward the effective marketing management strategy is the main content of this paper.This paper takes Chengdu Hi Tech Institute of disaster reduction as the research object.Founded after the Wenchuan earthquake,Chengdu Hi Tech Institute of disaster reduction focuses on the research,development and application of disaster early warning system.In 2011,it successfully developed China's first earthquake early warning system,making China the third country with earthquake early warning capability in the world after Mexico and Japan,However,the application of earthquake early warning technology in China is far behind.This paper first introduces the research background of earthquake early warning and the significance of earthquake early warning,then discusses the theoretical knowledge of public product theory,organization market and marketing strategy,and then summarizes the other theoretical basis used in this paper.Then starting from the current situation of earthquake early warning,the development status of earthquake early warning industry,enterprises and products is explained.Through the investigation of disaster reduction Institute and customers,the investigation results are objectively described and the existing marketing problems are found out.Then,through the macro analysis of the political environment,economic environment,social environment and technological environment,and the micro analysis of the Institute itself,customers and competitors,the paper analyzes the reasons behind the problems.Through STP strategic analysis,we find out the target market and market positioning to lay a strategic foundation for the specific marketing strategy.We re subdivide the market,select the target market and market positioning for the earthquake warning products of the disaster reduction Institute,and finally put forward the differentiated marketing strategy in the selected different target markets.The new marketing strategy will actively grasp the opportunity,improve the market share,maintain their own advantages,and constantly improve their competitiveness,so as to achieve the purpose of increasing the economic and social benefits of the Institute,so as to solve the practical problems of this paper.