Feasibility Study Of Upgrading Of Hardware For GQ Company Based On STP Strategy

Hardware fitting is the ‘heart' of window & door.Furthermore,hardware fitting is not only the component to combine the frame and sash,but also the artwork in people's lives.In order to meet people's increasing requirement and improve people's living quality,it is particularly important to upgrade hardware on the basis of retaining the basic functions.To improve the quality of hardware fittings and seek for further development,GQ company,as a leading enterprise in the hardware industry in China,joined with ASSA ABLOY group in 2012 and made great progress in the following six years.Based on SWOT and STP theories,we applied literature analysis,combination of theory and empirical analysis,field investigation analysis etc.to analyze and study the feasibility of GQ company's hardware upgrading project.Firstly,according to the SWOT theory,we analyzed the advantages,disadvantages,opportunities and threats of GQ in the market competition.Then,under the guidance of STP theory,we analyzed the current problems of GQ company in three aspects:segmenting,targeting and positioning,and demonstrated the impact on the company's development in terms of brand image,intellectual property protection and information equivalence.Focus on finding the key factors on influence segmentation,characteristic product refinement in segmentation,scientific analysis in targeting,strategy diversification of target market,reasonable planning for the market positioning of product range and comprehensive research for competition,we presented the measures of STP marketing strategy on the optimization plan in GQ product upgrading project.Finally,we discussed the supporting system and benefit analysis,and stated that conducting the STP marketing strategy will has an important effect on promoting GQ company marketing activities and ensuring the smooth running on product upgrading project.