Research On Improvement Of Marketing Strategy In Company FC

Science and technology are the primary productive forces.Since the third industrial revolution,the rapid development of computer and Internet technology has promoted China's economy to enter the age of "consumption upgrading",which has affected and changed consumers' shopping activities.The new retail market emphasizes more on breaking the restrictions of time,space and place,taking consumers as the center and greatly satisfying consumers' needs and shopping experience.Therefore,the traditional marketing strategy has been unable to fulfill the demand and the omni-channel marketing mode has developed rapidly.Through the integration of online channel,offline channel and mobile electronic channel,we are committed to bringing consumers the same shopping experience.In this context,retail enterprises have adjusted their marketing strategies and gradually established an omni channel model to maintain rapid growth.FC company is a foreign-funded stationery brand with more than 200 years of history and international reputation.It has many years of successful brand marketing experience.However,in facing with China's new retail market,FC company is very cautious and still based on the traditional marketing mode and its sales performance is enhanced.This has led to the group's continuous investment of large resources every year,but the growth of FC's domestic sales continues to slow down,the growth rate is far lower than the development level of stationery market,and it is also comprehensively overtaken by the domestic brand companies established in the last decade-the volume of the latter is almost 30 times of FC's domestic sales.If FC China can adjust its marketing strategy according to the characteristics of the local retail market it is believed that not only the FC brand to be more powerful in the local market for competition but also speed up the growth of the sales with further development.This paper hopes to study the marketing strategy of FC company,an old brand of foreign stationery brand,then to help FC company improve its marketing strategy in China,promote sales promotion and provide reference for other enterprises facing similar problems especially for the old enterprises facing the transformation of marketing mode in the new retail market.In terms of research methods,this paper based on the literature review of marketing strategy,relevant theory and application of marketing strategy,draws on the research results before and applies them into the actual situation of FC Company,follow the way of‘Raise questions,Analyze and Solve problems',comprehensively uses literature analysis,case analysis,etc.to analyze the existing business of the company.With analysis on the existing problems in the marketing strategy,the improvement plan is proposed based on the internal and external environment assessment.Based on the research of company situation and focusing on 4Ps theory definition of‘product strategy',‘price strategy',‘place channel strategy' and ‘promotion strategy',this paper finds that FC company has three problems in the current marketing strategy:First,FC product strategy is based on the group's global unified strategy.The global strategy has brought great advantages to some FC categories in the local market competition.However,due to the fact that most of their global products are to meet the needs of European consumers,some FC categories are not localized in response to the local market in China,and lack of a set of standard development and analysis process.In this paper,the sketch pencil in FC color lead category is taken as an example to clarify the analysis process of product development by using market analysis tools.Second,FC's existing channels are dominated by offline traditional distributors,while online e-commerce is only a simple wholesaler moving to online,lacking the development and effective operation of its own online channels,so it is difficult to substantially increase the number of consumers to promote sales.The collocation of FC channels will be integrated from the third-party comprehensive e-commerce platform,Taobao tiktok and short video of voice and voice.The online channel operation function and core evaluation indicators will be increased to promote the effectiveness of online channels and thus improve the conversion rate of sales.Third,the lack of customer purchase analysis,FC promotion for the customer group is too general,unable to carry out more targeted promotion,also difficult to play the advantages of digital marketing.Through the application of RFM model,this paper helps FC company to establish customer value analysis model,maintain customer relationship and improve the effectiveness of product publicity strategy.Based on the study of the old foreign stationery brand FC company's application by using the theory of marketing strategy,combined with the characteristics of China's new retail,this paper analyzes the key problems with focus of specific analysis and practical improvement proposals to help the company adjust its marketing strategy,improve its sales and market share and improve its brand competitiveness.Related problems also exist in the same kind of enterprises,I hope this study can provide some reference for the same kind of enterprises.This paper consists of five parts.The first part of the introduction describes the research background,research purposes,research ideas and framework.The second part mainly expounds and analyzes the theoretical research of international marketing at home and abroad,the composition of 4P marketing mix and the challenges and development opportunities faced by marketing under the new retail mode in China.The third part of FC China's overall situation,product category characteristics and its current situation in the industry,analysis of the company's current situation and the main problems of marketing strategy.The fourth part is the main part of this paper.Firstly,it explains that it is imperative to adjust the marketing strategy of FC company.Secondly,it analyzes the existing problems of FC company and makes clear the direction of adjustment.Then,it combines the existing situation as a reference,gradually obtains specific improvement measures,and estimates and evaluates the overall effect of the implementation.The fifth part summarizes the whole paper,summarizes the research conclusions,and explains the limitations of this study and the future prospects.