Research On Marketing Strategy Of Y Optical Company

In recent years,the demand for glasses in China has been increasing steadily.At present,China is not only the world’s leading manufacturer of glasses,but also the world’s most potential consumer of glasses.The large number of myopic and presbyopia patients in China,the favorable demographic structure and the enhancement of eye health awareness are the main driving forces for the steady growth of glasses demand in China.At present,China has a population of 1.40 billion.Experts estimate that the number of people suffering from myopia will reach nearly 700 million.It is estimated that 350 million lenses will be replaced in 2 years.Established in 2009,Y optics is a sino-french joint venture optical enterprise integrating the development and design of glasses and spare parts,production and processing,and brand marketing.It has ten branches and subsidiaries,more than 40,000 sales outlets,and a marketing network covering 31 provinces,autonomous regions and municipalities directly under the central government.This paper conducts an in-depth analysis of Y optics company and conducts a survey on the core retail customers of Y company in the form of a questionnaire,so as to obtain the first-hand data of the internal and external marketing environment of the company.Based on the 7 ps,TOWS model,in-depth analysis of the current situation of Y company marketing strategy.It is concluded that the Y optical company in the sale of commodity price segment is not complete,low promotion policy flexibility,improve customer acquisition cost,terminal price is not stable,serious brand product homogeneity,the whole channel development speed and stability are insufficient,department coordination efficiency and quality of personnel is not in place,lack of business management standard and process,at the end of the paper targeted improve Y company marketing strategy and safeguard measures are put forward.