The Research On Marketing Strategy Of XH Company’s Personal Protective Equipment

China is the world’s largest market for personal protective equipment.With the sustained and healthy development of the domestic economy,the industrialization process continues to advance,the people’s living standards have been greatly improved,and the safety awareness of the whole society has been significantly enhanced,which has brought unprecedented opportunities for the development of China’s personal protective equipment industry,but in the face of fierce competition between domestic and foreign brands,it is urgent for enterprises to formulate suitable marketing strategies.Based on the marketing theory,this paper firstly summarizes the development of personal protective equipment industry in China,and then analyzes the specific marketing strategy problems of XH Company,such as unreasonable product structure,imperfect price system,impassable channel construction,backward promotion means and so on;Secondly,the internal and external environment,advantages and disadvantages of XH Company are analyzed by using PEST theory and SWOT analysis method;Finally,using STP theory,it is clear that XH company should adopt centralized marketing strategy,concentrate superior resources to serve high-end customers in the target market of police equipment market,foreign trade market and labor insurance market;By Using 4P theory,the paper formulates the product strategy of optimizing product structure and strengthening brand construction,the price strategy of establishing market competition oriented and cost reduction based,and the channel strategy of combining direct marketing with distribution and strengthening channel management and control.Strengthen the promotion strategy of product service and digital platform application.In the implementation of security,we should improve the crisis awareness of all staff,optimize the sales organization structure,improve the marketing system,strengthen asset resource management,and provide timely financial support.This paper can play a certain reference role in the formulation ofmarketing strategy of XH company,and has a certain reference significance for the development of personal protective equipment industry.