Study On Beijing Marketing Strategy Of Sponge YoYo Co.

The characteristics of small scale,single business scope,few assets and difficult financing determine that micro enterprises play the role of filling the gap in the market.The characteristics of flexible operation and strong adaptability also enable micro enterprises to enter new business areas or break the existing market boundaries of the industry according to the changes of market competition environment,and open up a relatively weak niche market.The existence of market gap provides the possibility for micro enterprises to survive in the niche market.S company,as a micro enterprise selling sports yo yo products,is in the process of opening up a niche market,and there is no large amount of capital in the short term.Based on the pressure of the current enterprise survival and development space,s company is seeking to form its own competitive advantage by creating its own brand,designing and developing yo yo products,focusing on its own service field.It is intended to occupy a broad market in Beijing with the niche product of sports yo yo.In this paper,through the study of the current situation of marketing strategy of the case enterprise,analysis of marketing environment factors,put forward targeted marketing strategy optimization suggestions.The purpose is to help the case company in the transition period to understand the potential exploration space of Beijing market,understand the omissions of the current marketing strategy,and point out the direction of future development.Using 4P marketing theory and niche marketing theory,this paper analyzes the advantages and disadvantages of S company’s yo yo product marketing strategy.And through the use of five forces model,PEST analysis method,the marketing environment of S company is evaluated.In addition,SWOT analysis is used to explore the advantages and disadvantages of its development.Thus,based on STP theory and new media marketing theory,this paper puts forward a marketing strategy design scheme that conforms to the characteristics of S company.In this paper,s company’s product marketing strategy in Beijing market is systematically constructed,which is conducive to promoting enterprises to effectively concentrate all resources,deeply cultivate their niche products and services,and maintain the potential of sustainable development.At the same time,it also has a certain reference value for the development of similar enterprises in the industry.