Research On Marketing Strategy Of Hardware Business Of Company Jilin Anlai Electrochemical Technology Co.,Ltd

The hardware industry has a long history and is a labor-intensive industry with specific technical content.Under the background of sufficient market supply and demand,hardware manufacturing enterprises play an important role in improving employment rate and local economic benefits.The hardware industry has great market potential.After the reform and opening up,with the economic development,hardware products have formed a huge market.At the same time,after long-term development,many hardware and accessories manufacturers of various sizes and strengths have been produced in all parts of China.Jilin anlai Electrochemical Technology Co.,Ltd.,because of the declining market share and declining revenue of the original industrial products,has led to the development of enterprises in a difficult position.With the outbreak of COVID-19,the original industrial market environment has been further depressed.Therefore,it is particularly important for enterprises to develop for a long time and expand the hardware market.It is necessary to analyze the marketing strategy of hardware products,further formulate reasonable marketing strategies to develop the hardware product market,accelerate the pace of brand construction,constantly improve product production,business model and sales channels,and promote the healthy development of the company through detailed analysis of products,market and market environment.Taking Jilin anlai Electrochemical Technology Co.,Ltd.as the research object,this paper analyzes the development environment of the company's hardware products to promote the development of hardware products.Firstly,this paper introduces the development of Jilin anlai Electrochemical Technology Co.,Ltd.,arranges the relevant research results on the formulation of manufacturing marketing strategy,and puts forward the research content and framework of this paper;Secondly,it introduces the analysis method and marketing theory of marketing environment,which lays the foundation for the later analysis.It introduces the development status of the industry by looking up relevant data,analyzes the macro environment faced by the company from the four aspects of politics,law,economy,society and technology through PEST analysis,and analyzes the threat of new entrants,substitutes The micro competitive environment of the enterprise is analyzed from five aspects: the bargaining power of buyers,the bargaining power of suppliers and existing competitors.The internal development environment of the enterprise is analyzed from four aspects: advantages and disadvantages,opportunities and threats through SWOT analysis;Finally,the STP method is used to subdivide the hardware market of Jilin anlai Electrochemical Technology Co.,Ltd.,determine the target market and market positioning,formulate the enterprise influence strategy from the four aspects of product,price,channel and promotion based on 4Ps theory,and formulate the guarantee measures for the smooth implementation of enterprise marketing strategy from the aspects of enterprise culture and human resource management.Through this research,it not only enriches the theoretical analysis of hardware product marketing strategy,but also formulates targeted marketing strategy for the hardware product marketing of Jilin anlai Electrochemical Technology Co.,Ltd.,which provides a basis for the company's management to make relevant decisions.